Peters will chair the new Sponsorship Policy Group at the Institute of Practitioners in Advertising, along with 10 other professionals from media and sponsorship agencies. The group is looking at the possibility of joint activity with the advertising trade body ISBA, to improve knowledge and promote best practice.
Peters said that more and more clients saw sponsorship as a legitimate way of communicating. "Targeted properly, sponsorship can be astoundingly powerful. This year's IPA Effectiveness Awards saw two sponsorship case studies pick up awards," he said.
He added: "The Domino's Pizza sponsorship of 'The Simpsons' on BSkyB was used as a platform to build an integrated campaign that increased brand awareness from 65% before the sponsorship to 81% a year later, while also dramatically increasing sales."
Peters, who has been at Carat for 14 years and is also head of its sports sponsorship division, has been head of Carat Sponsorship since the division was set up in 1999. The agency has done deals including Cadbury's 'Coronation Street' tie-in, and Bailey's sponsorship of 'Sex and the City'.
The IPA sponsorship group comprises:
David Peters (chairman), Carat Sponsorship
Adam Bishop, Starcom Motive
Tim Brady, Zenith Media
Paul Chard, Sponsorcom (MediaCom)
Jeremy Clark, Total Sponsorship (Mediaedge:cia)
Andrew Cole-Bulgin, Connexus\Optimedia
Daliah Epstein, BBJ Communications
Michael Falconer, Stream\MSI (TBWA\London)
Terry Gorst, OMD UK
Laurence Munday, Drum PHD
Archie Sinclair, MindShare Media UK
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