THIS WEEK’S BIG QUESTION: How could Parliament justify sponsorship?

Millennium party organisers denied considering letting sponsors display logos on Parliament

Millennium party organisers denied considering letting sponsors

display logos on Parliament

Tim Crow

Karen Earl Ltd

’I haven’t seen the proposals in detail, but what’s being talked about

isn’t sponsorship, it’s a stunt. Stunts can work as part of a

sponsorship, but a stunt on its own isn’t sponsorship. For brands with a

maverick positioning or for a magazine feature push such as the Gail

Porter projection, it can be very effective, but it’s ’wham-bam thank

you ma’am’ territory. If everybody’s happy with that, then of course it

can be justified, but positioning it as mainstream, is frankly

stretching it.’

Chris Crowcroft

Crowcroft and Partners

’The dignity of the BBC is not degraded by association with appropriate

sponsored events and the principal of private finance partnering public

funding is well established in Government. However, sponsors being

perceived to fund the parliamentary process is a recipe for disaster for

both sides.’

Tari Hibbitt

Edelman PR Worldwide

’I think with great difficulty. There are double standards operating

here. People don’t want to think Parliament can be ’bought’ by

commercial sponsors, but they don’t mind when corporations help

Government with advice, research or specialists. If it’s blatant, people

sniff, if it looks like something intellectual, it’s okay. I think the

problem here is about Big Ben being kept pure, rather than about

sponsorship per se.’

Sarah Houghton-Berry

Craigie Taylor International

’Sponsorship not only provides much-needed funds, it also offers the

opportunity for companies to put something back into the community - be

it at a local, regional, national or international level. Any

sponsorship of Parliament would have to be in aid of a good cause -

domestic or international - done in a manner benefiting such a

prestigious and historical institution, and carefully monitored to

ensure no cheapening of such an august establishment.’

Heather Alderson

BBH Unlimited

’The Houses of Parliament will be a focal point for the party as they

are next to Big Ben. It would be a fabulous backdrop for a suitably

entertaining time. How about projecting moving caricatures of famous

parliamentarians through the ages, sponsored by Private Eye or another

media brand? As for sponsorship of politicians themselves, certainly


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