Staples to Sponsor new Channel 4 Programmes, which 'inspire success'
Staples, the world’s largest office products company, has been announced as the sponsor of a package of new Channel 4 programmes ‘Inspiring Success’, in a deal negotiated by MediaCom’s Beyond Advertising team.
This new partnership with Channel 4 will see Staples sponsor hit shows such as The Secret Millionaire, Undercover Boss, Four Rooms and – as well as Hilary Devey’s brand new series The Intern (w/t) and Mary Queen of the High Street, a new series fronted by Mary Portas. The sponsorship will launch on screen for a new Bank of Dave programme on Thursday 28th February at 10pm.
As well as negotiating the deal, MediaCom Beyond Advertising have created and produced a series of idents through their in house creative team. Each series of idents heroes specific products available at Staples, taking part in mock job interviews with comedian Darren Strange.
Una Beck Johnson, Marketing Director at Staples, said: “We’ve chosen this sponsorship as an integrated part of our overall marketing plan to help grow awareness of the breadth of our offer and build ongoing brand consideration among business-minded consumers – in an engaging way.”
The sponsorship deal will also include opportunities to access talent from the shows which will be leveraged as part of a programme of events and larger promotions within the wider marketing campaign for Staples. This will be further activated by a targeted social conversation.
Jay Rajdev, Business Director at MediaCom, added: “This sponsorship of the ‘Inspiring Success’ collection of programmes on Chanel 4 is an ideal fit for our core audience of SMEs and homeworkers. The idents, created by our MediaCom Beyond Advertising team, will build warmth by entertaining viewers. ”
Andy Moore, Group Partnership Manager at Channel 4, said: ”We’re delighted to be partnering with Staples once again as they sponsor an exciting collection of inspirational new shows and successful returning series on Channel 4“.
MediaCom is one of the world’s largest Media Communication Specialists, with billings exceeding US $25 billion (Source: RECMA) and 113 offices in 89 countries around the globe. Our “People first, better results” philosophy drives our strategy and reflects our belief that putting people – employees, clients and consumers – at the core of our business leads to optimum business results. The MediaCom UK family of companies includes such leaders in their fields as: Direct MediaCom, our direct response experts, creating close, measured connections with consumers; MediaCom Beyond Advertising, content specialists, helping to reach consumers with communications they welcome and value; MediaCom Sport, a specialist sports sponsorship and strategy team focused on helping clients to skilfully position and market their brand at a global level within the sporting arena; and MediaCom Business Science, focused on helping clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and is a part of GroupM, WPP’s consolidated media investment management arm. For more information, visit www.mediacomuk.com.
GroupM is the world’s leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.
WPP is the world’s largest communications services group with billings of $71.7 billion and revenues of $16.1 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 162,000 people (including associates) in 3,000 offices across 110 countries. For more information, visit www.wpp.com.
WPP was named Holding Company of the Year at the 2012 Cannes Lions International Festival of Creativity for the second year running, since the award was initiated.
Staples is the world’s largest office products company and a trusted source for office solutions. The company provides products, services, and expertise in office supplies, copy & print, technology, facilities and breakroom, and furniture. Staples invented the office superstore concept in 1986 and now has annual sales of $25 billion, ranking second in the world in eCommerce sales. With 88,000 associates worldwide, Staples operates in 26 countries throughout North and South America, Europe, Asia, and Australia, making it easy for businesses of all sizes, and consumers. The company is headquartered outside Boston. More information about Staples (Nasdaq: SPLS) is available at www.staples.com/media
About Channel 4
Channel 4 is a publicly-owned, commercially-funded, not-for-profit public service broadcaster and has a remit to be innovative, experimental and distinctive. Its public ownership and not-for-profit status ensure all profit generated by its commercial activity is directly reinvested back into the delivery of its public service remit. As a publisher-broadcaster, Channel 4 is also required to commission UK content from the independent production sector and currently works with around 400 creative companies across the UK every year. In addition to the main Channel 4 service, its portfolio includes: E4, More4, Film4, 4Music, 4seven, channel4.com, video-on-demand service 4oD and standalone digital projects.