Between the Lines: Sponsors lack creativity

BSM is putting its faith in Channel 4's Skins, backing the show with sponsorship support (page 2). The deal is a great example of sponsorship at its best, drawing in advertisers that wouldn't ordinarily be advertising on TV. But sponsorship credits are still some of the worst examples of ad creativity on TV and until broadcasters and agencies can work together to raise standards, the potential of sponsorship will never be fully realised.