Sponsoring helps brands to overcome background noise

Sponsoring allows a brand and a program to be linked in a creative way, according to Krisztián Kovács, sales director of TV2. Sponsoring is an important part of their integrated Brand Care concept. – What are the advantages of sponsoring over other types of advertising? –TV2 established its Brand Care program in 2005, to be able to offer solutions which allow the target group to be addressed in the most effective way. The great advantage of sponsoring is that it allows the advertiser to appear in a unique and specific way, where the sponsor brand and its message can be linked directly to the program or event. Examples are After Eight and Herbal Essences linked to Desperate Housewives. – What objectives can be achieved more effectively using sponsoring, than conventional spots? Sponsoring is usually recommended when a new product is launched, or when image building is the objective. Sponsoring helps to overcome the usual background noise in advertising. – Do you have major FMCG partners at the moment? Yes, we have a major project with Procter&Gamble. This multi-brand campaign is linked to several programs (Aktív, Magellán and Mokka) and uses a wide range of TV2 Brand Care solutions. The same campaign also uses Brand Care solutions in Germany, as it has been adopted by ProSieben.