The rapidly evolving world of broadcast and the way consumers engage with the medium is forcing marketers and advertisers to redefine how they talk to their audiences, and what they say.

One of the categories within this mix that has the potential to benefit most from this disruption is sponsorship. However, brand custodians appear to have been caught off guard – either they don’t know how to adapt, or they simply don’t want to. Whatever the reason, they’re missing the boat, says Ryan McFadyen, co-founder and strategic head of HaveYouHeard...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now