Once, I used to be lucky sufficient to be invited aboard the Leopard, the spectacular racing yacht then sponsored by the Metropolis agency ICAP.
As we cruised within the Solent, I marvelled on the vessel. Beneath deck it had highly effective computer systems that may tilt the keel on the optimum angle for velocity. It was making use of the very newest know-how.
I requested the agency’s founder, Michael Spencer, why he did it. With out hesitation, he pointed to the large sail, bearing the identify “ICAP”. That, he mentioned, “is one enormous promoting hoarding. We are able to take it anyplace and anchor it any harbour. Nobody can miss it.” He added that when its image appeared within the press – because it usually did as a result of Leopard was successful races and breaking data – that was additionally extra model promotion.