The Brand Council

Posted on September 12th, 2003

brandscouncilStephen Cheliotis

Brand Liaison Director
Superbrands & BrandLeader Programmes
The Brand Council

In my position I am constantly approached by good causes from a range of charities and individuals. Every so often something is presented to me that truly captures my imagination, makes me sit up and take notice and compels me to support it. Michael McGrath’s pole2pole challenge, the inaugural event for The Muscular Help Foundation, is certainly in this category.

Not only is it an example of a person pushing back all emotional and physical boundaries for the benefit of a deserving cause, but of a motivated, intelligent individual creating a mission with real potential to make a difference to both the benefiting cause and those organisations, brands and individuals that support it.

In order for pole2pole to take place, Michael has created an exceptional entry-level sponsorship package called the Corporate 100 Club, for brands, companies and philanthropic individuals. Through membership, the initiative offers an immediate brand relationship with an excellent array of benefits in adding tangible value to those supporting this historic challenge.

This means that there is a real justification from both a logical and emotional perspective in becoming involved. I would commend Michael, the pole2pole challenge and the associated benefits to any organisation considering this opportunity.

I wish Michael and the pole2pole team the very best. I have every confidence that this unique event will be a success.


The Brand Council is the independent authority on branding.

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Lydia Drukarz, Director
Wavelength Public Relations
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