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.


Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

How can we rebuild trust in the media?

Digital cities for digital citizens

How to make your ads clear