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Secret Diary Of A Sponsor

Posted in Advertising, Media, Marketing, Branwell Johnson, Latest reporters' blogs February 27th, 2008 by Branwell Johnson

I have just witnessed an enlightening talk by ITV marketing chief David Pemsel on the broadcaster’s embracing on online marketing and the strategy deployed for Secret Diary Of A Call Girl. However, I was dismayed to hear that ITV couldn’t find a sponsor for the show.

Apparently the subject matter – the blogged life of a high class prostitute named Belle – was too strong for any brands to consider endorsing. Now I really have to wonder how hard the ITV team tried to bring in the revenue for this one. Sure, it isn’t as if a drinks brand or car manufacturer wants to step up and be linked with prostitution, but with a little imagination one could’ve found something.

Facetiously, I might say some cosmetic and hair care products could be linked to the character played by the well-groomed Billie Piper. But more appropriately one could imagine Ann Summers, Agent Provocateur or Coco De Mer signing up (yes, I know there’s a difference between the brands). Or maybe they were brands ITV2 didn’t want to associate with for some reason.

But going back to my first point, if some brands were squeamish about signing up to sponsor Secret Diary because of its content, how come they are happy to sponsor film strands featuring movies with content linked to the oldest profession, like, for instance, Belle De Jour? Or Pretty Woman?

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