The major issues facing the sponsorship industry were addressed at the annual ESA Conference, ‘Future Sponsorship’ held in Brussels last week. The opening keynote speech came from Havas Chief Executive Officer Fernando Rodés, who confirmed the increasingly important role sponsorship will play in the coming years, describing it as the way forward for marketing. “It is sponsorship’s ability to deliver marketing’s current needs – namely the interactivity and connection between the brand and consumers”, said Rodés.
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