An alternative Millennium idea

Apparently the Millennium Exhibition is to cost in excess of 350m made up of funds from the Lottery and corporate sponsorship.

Surely it would be a more beneficial and fitting testament to the people of the UK if this money were put to practical use – shelters for homeless teenagers sponsored by Swatch, or accommodation for the elderly sponsored by BT.

With consumers becoming more aware of, and concerned with, what companies get up to these days and consequently cause-related marketing looking set to be “the next big thing” it might just make more commercial sense too.

Jane Herbert

Managing director

Pilot Communications

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