Opinion: From our Readers - ... but need to engage with the public first ..

Above the line, sponsorship allows a brand to reach its audience but this research shows this must be supplemented by engagement with the audience or the money spent is wasted.

Brands will do well to take advantage of 2012 opportunities outside of London, as a brand that can connect with the rest of the UK watching the 2012 Olympics can achieve big results and a massive regional reputation boost.

Jonathan Welsh, senior account manager, Euro RSCG Biss Lancaster (from prweek.com)

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