MEDIA CHOICE: Ian Darby, Campaign's media editor, applauds Specsavers for its vision in sponsoring Welsh rugby referees

"While this is not exactly a media first (who could forget Happy Shopper's groundbreaking support for English cricket umpires?) Specsavers' deal to become the official referees partner to the Welsh Rugby Union is amusing and a great fit.

"After all, who hasn't been to a game of football or rugby and hurled abuse at the ref for his myopic view of the action? The deal shows that both advertiser and the WRU have developed a good sense of humour and should raise awareness for Specsavers nicely.

"Match officials will wear sponsored kit for the duration of the four-year deal and Specsavers is backing the deal with a range of activity including placards at matches. But let's hope it sells a few pairs of specs to those most in need - the men in the middle."

Client: Specsavers
Medium: Sports sponsorship including kit and in-ground activity
Sponsorship negotiation: Tom Halsey at Total Sponsorship London
Creative: In-house
Brief: Introduce humour into the game and temper aggressive behaviour on
the terraces

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).