Unfortunately my letter (MW May 6) fully rebutting the flimsy arguments put up by Mr Busby, the new champion of poor value sponsorship packages, was not published in its original format.
Once again Mr Busby has taken a couple of weeks to collect his thoughts and reply, plugging a verbose but elusive report he has written. I would suggest a swift visit to his Website will prove highly educational as to the validity of sell-by dates and his cavalier approach to client budgets and poor value sponsorship.
I really don’t see why Mr Busby is having a pop at me (unless he is artfully climbing on a bandwagon…) when the original topic was directed at the CGU cricket sponsorship package.
Now he puts up another red herring with his limp crack about OJ Simpson.
As long as clients fully realise that any sponsorship fees paid should be regarded as dead moneyÃÂ¢ and they will have to effectively double the overall spend in order to get anything out of sponsorship, then all of us will get on famously.
Incidentally, on a recent trip to Hollywood, in the US, where I was a guest of Billy McComb, the magician and president of The Magic Castle Night Club, I was asked if the seat I was sitting on felt cold. Apparently on the day OJ Simpson was acquitted, he celebrated with a party of friends at The Magic Castle at my table, sitting on that very seat – spooky.