Idents are a big opportunity

ITV has wasted no time in taking advantage of the new, more advertiser-friendly sponsorship rules recently unveiled by Ofcom (page 4). The new code - and ITV's ready response - should be good news for advertisers.

However, if past sponsorship credits are anything to go by, advertisers face a major challenge: creative agencies don't seem to have mastered the art of a good ident. The new rules also represent a new revenue opportunity for agencies, but only if they can take the trouble to master the medium.