Consumers make a strong link between a programme sponsor and the programme itself. Carphone Warehouse made a shrewd decision to pull out. It enabled it to take the moral high ground and get some positive PR among the unprecedented deluge of negative coverage that Channel 4 got on a national scale. It will be interesting to see if it comes back to sponsor the summer Big Brother.
YES - Bob Wootton Director of media and advertising, Isba
Carphone Warehouse showed a prescient degree of self-awareness. The positive brand association the retailer received in return for its sponsorship was at risk of evaporating. By distancing itself from the growing storm, Carphone Warehouse moved to insulate itself from damage. By using the term "suspension", it looks as though it is only a temporary separation.
YES - Tim Irwin Joint managing director, BJK&E
Without taking decisive action, Carphone Warehouse would have received the same flak as Channel 4 and Endemol. There were also complaints from staff and customers. Anything less than a swift disassociation from CBB could have been hugely damaging. By taking the moral high ground, Carphone Ware-house pulled off a media stunt that delivered significant positive publicity.
NO - Richard Oliver Broadcast director, Universal McCann
Many viewers will see it as a fairly cynical act to protect the brand. If they truly wanted to take a moral stance, they should have used their sponsorship bumpers to promote an anti-racism message and engage in the debate, rather than walking away from it. Big Brother is always going to be controversial and if you walk away as soon as that happens, viewers will see through you.
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