Government ads to attract more private sector sponsorship

The Government is seeking more private sector sponsorship for its campaigns and wants agencies to attract additional backing for their work for Whitehall departments.

The Government is seeking more private sector sponsorship for its

campaigns and wants agencies to attract additional backing for their

work for Whitehall departments.



The Central Office of In-formation is redoubling its efforts after

winning sponsorship worth pounds 4.5 million in the past four years. It

has already worked on 90 projects with 100 outside sponsors - from

supermarkets and DIY stores that distribute government leaflets, to a

bank that funds a school magazine and a motor manufacturer that backs a

blitz on car crime.



COI bosses say the aim is to provide ’added value’ to campaigns rather

than save money. ’Like all companies, we must be aware of new ways of

communicating,’ Peter Buchanan, the COI’s director of marketing

communications, said. ’Talking to people when they’re not expecting it

can have more impact.’



He said the Government had no plans to ask the private sector to fund

advertising directly or for departments to sponsor TV programmes, which

might fall foul of the rules on Whitehall publicity. ’I would see

sponsorship becoming more important, but I don’t envisage government and

sponsors’ logos at the end of a TV commercial.’



He urged shops to become more alert to the prospects of winning

sponsorship.



Samantha Mercer, the COI’s head of sponsorship and promotions, said:

’Agencies are aware of sponsorship, but are not doing as much as they

could. There is a lack of understanding of how it can work.’



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