Those generous people over at Sainsbury like to give something back to their suppliers. So when they decided to release their findings on the effectiveness of instore media (The Grocer, July 20, p9), a sweetener was offered to the brand managers in attendance. Someone would walk away with a free advertising campaign within Sainsbury's stores. Suppliers held their breath as the winning company was drawn out of a hat. After all, what a bonus this would be for some of those smaller brand manufacturers who cannot afford the big budgets of the top 10. So imagine the disappointment when the name pulled out was Tom Pickford, a Sainsbury's national account manager at Procter & Gamble, the world's largest advertiser. A sheepish Pickford, who works on Pringles and Sunny Delight, says he is still undecided as to what to do with the campaign. "I may well put it out to bid within the company," he says. {{COUNTERPOINT }}