It would be hard to ever imagine a Radiohead or Arcade Fire selling out to a popular detergent or sweet manufacturer, but for the brand it would be a very lucrative proposition.
The role of sponsorship is a significant tool in raising brand awareness and targeting specific audiences (p67), while the success of branded events such as the O2 Wireless Festival and Shockwaves NME Awards has persuaded others to follow suit. This year sees the Hard Rock Cafe launch a festival called Hard Rock Calling, while later in the year some of the world's most recognisable brands, including Adidas, Canon, JVC and Carlsberg, will be battling for the audience's attention at football's Euro 2008. And then there's the Olympics, showcasing the likes of Coca-Cola, Kodak, McDonald's and Air China as some of its sponsors.
Helping to ensure this awareness is at a premium will no doubt be the raft of graphic specialists operating in the industry. In this issue (p59), some of them outline what sort of graphics make the best impact and why, providing essential tips on creating the optimum brand awareness at any type of event.
This high-end impact was prevalent at The Brit Awards (p56), and The Feast of Albion banquet, produced by agency Quintessentially Events (p38). Here both headline sponsors, Bedat & Co and Perrier Jouet, employed different methods of awareness, with the latter creating its own bar and the former having a corridor decorated with its products.
Finally, I hope to see most of you on our stand at the RSVP exhibitions in both London and Manchester, where you can meet the editorial team and learn more about this year's new-look Event Awards (p79).