Credibility reduces dependence on sponsors

There are some expenses you can’t postpone because of a slowdown.Then there are some such expenses that surprise you.A spread-sheet inadvertently mailed by an employee of The One Show reveals one such expense head for advertising agencies: award entries.According to a report in the Advertising Age (which managed to get a copy of the e-mail), agencies worldwide have spent over $3.5 million on entries to the One Show. The figure does not include entries for the design and interactive categories.