Cancer Research UK and Sky Media join forces to bring new ‘Power of Pledges’ campaign to life highlighting the transformative impact of Gifts in Wills.

World’s leading cancer charity teams up with Sky Arts and Channel 5 to share inspiring stories of resilience and progress.

Sky Media, the advertising sales arm of Sky, has joined forces with Cancer Research UK to launch a compelling campaign showcasing the transformative power of legacy gifts. The ‘Power of Pledges’ campaign will debut on World Cancer Day (4th February), using real-life stories to highlight how gifts in Wills contribute to ground breaking advancements in cancer research and treatment.

Gifts in Wills have played a vital role in helping to double cancer survival in the UK over the past 50 years. This campaign brings the impact of those donations to life by featuring inspiring stories of resilience, creativity, and innovation from cancer survivors, researchers, and artists. Actor Stephen Mangan, who has a personal connection to cancer, after losing both parents to the disease, narrates the campaign.

The campaign features four creative threads, broadcast across Channel 5 and Sky Arts from the 4th of February until the end of March. These short films highlight individuals whose lives have been shaped by cancer and explore the life changing work of Cancer Research UK.

• On Channel 5, the 60” and 20” films join Dr. Jamie Dean and Professor Maria Hawkins who share advancements in radiotherapy being helped by gifts in Wills and highlight real stories of those who have benefitted from research developments 
• On Sky Arts, the 90” creatives focus on artists like Carole Ellis, who channels her cancer journey to evolve her artistic work to ‘uplift, brighten their days and give hope’, and Helen Anahita Wilson, a musician whose experience with cancer has shaped her artistic expression, using plants to create music that improves the experience of those going through treatment.

Karin Seymour, Director of Client and Marketing at Sky Media, commented: “Every two minutes, someone in the UK is diagnosed with cancer, a life-altering moment that also deeply affects their families and friends. By sharing these powerful stories of progress and creativity with audiences nationwide, we aim to inspire more legacy donations that help save lives and create meaningful change.”

Clare Moore, Director of Product & Portfolio at Cancer Research UK, added: “Thanks to our supporters, our work has helped double cancer survival in the UK in the last fifty years. But with nearly one in two of us diagnosed with cancer in our lifetime, we must go further and faster**. That’s why we’re shining a light on pledging a gift in your Will, because of the life-saving impact it could have for future generations. Gifts in Wills fund a third of Cancer Research UK’s vital work, enabling us to invest in pioneering trials and long-term research projects that could find new ways to outsmart cancer and make a huge difference to thousands of families across the UK. When someone writes Cancer Research UK into their Will, they’re helping to create a future that could protect the ones they love and we take that responsibility very seriously. So, we hope that people will take steps to find out more about gifts in Wills.”

The short films produced by Recipe, will be placed in contextually aligned content across both channels including medical-themed shows such as Ambulance: Code Red, Critical Condition, and GP’s Behind Closed Doors. These programmes bring the intersection of medicine and science to life through powerful human stories, resonating deeply with the target audience – viewers aged 55+. This campaign harnesses insights that people are more likely to support a charity after hearing directly from someone affected by cancer, making these placements important in getting people to consider leaving a gift in their Will.

A survey commissioned by Cancer Research UK found that 1 in 6 UK adults (17%) are unaware that they can gift money or items to charities in their Will. However, 32% of respondents with a Will say they do include a gift to charity and 30% of people who are aware they can leave a gift to charity, would consider doing so in future. 

Managed by EssenceMediacom and Sky Media, these stories will run across TV, social and video-on-demand (VOD). The longer-form creatives will air on channels including Sky News and Sky Nature.

Nicholas Goodeve-Docker, Senior Associate Director at EssenceMediacom said: “At EssenceMediacom, we’re committed to using innovative media strategies to help our clients reach new and engaged audiences. Through media buying across Channel 5, Sky Arts, and digital platforms, we are excited to have helped facilitate this partnership between Cancer Research UK and Sky to maximise the impact of these powerful personal stories. By driving awareness, engagement, and ultimately greater support for life-saving research, this campaign also highlights the vital role of leaving a gift in a will to CRUK—helping to fund future breakthroughs and leave a lasting legacy in cancer research.”

Katie Weymouth, Senior Account Manager at Recipe said: “This has been a unique experience. Collaborating with Cancer Research UK, people​ who’ve been through cancer treatment and the researchers fighting for better treatments, has been really moving. I​t’s been a project full of authenticity and heart and partnering with the powerhouses that are Sky, Channel 5 and Essence​Mediacom, we’ve hopefully raised awareness and demonstrated the power of leaving a lasting legacy. T​his has been an insightful journey from so many perspectives and one I hope the audience will connect ​with on a deeper level​.”

Christa Thompson, UK & International Group Director, Paramount Advertising International said: “This creative collaboration provides CRUK with a national public service platform to showcase their important work in a way that will really resonate with Channel 5’s viewers.”

Hurtigruten Expeditions renews partnership with Sky Nature!

HX (Hurtigruten Expeditions), the world’s leading expedition cruise company, announced it has renewed its broadcast sponsorship of the Sky Nature channel for 2024, following a successful partnership in 2022. The partnership will help to continue driving awareness for the protection and conservation work of HX in the places it travels.

Sky Nature is home to over 500 episodes of incredible shows, including Shark with Steve Backshall, Wild Animal Babies hosted by Patrick Aryee and exclusive David Attenborough’s Shows, and works to highlight the importance of protecting the natural world around us. Similarly aligned to these values, HX is committed to bringing adventurers and explorers closer to the natural world through sustainable and knowledge-enhancing expedition cruises – all guided with science and sustainability at its core. These expeditions are focused on leaving a positive impact and footprint to be proud of in all destinations, ensuring the protection of the wildlife and communities visited.

Suzanne Hall, European Marketing Director at HX said, “The partnership between HX and Sky Nature has already proved a great success and saw us reach 20% of adults with our campaign, with an uplift to 23% of those over the age of 55 – a core audience for us. We have strong synergies when it comes to our sustainability ambitions, and both us and Sky Nature remain dedicated to protecting the wonder of the natural world around us. At HX, we continue to strive to lead the way when it comes to sustainability. We were the first cruise line to remove single-use plastic from operations, and our hybrid-battery ships are helping us to reduce carbon emissions. We’re looking forward to working again with Sky Nature this year and inspiring more people to engage with the natural world in a meaningful way.”

Karin Seymour, Director of Client and Marketing at Sky Media commented, “HX’s decision to return showcases the continuing power of TV to build brand fame and reach premium audiences. With Sky Nature’s world-class content together with HX and Sky’s commitment to sustainability, this collaboration will put the new HX brand on the map and engage viewers who are passionate about the natural world”.

To learn more about HX’s pioneering expedition travel and its sustainability projects, please visit travelHX.com.

Tiny Pop Channel returns!

Narrative Entertainment’s pre-school channel, Tiny Pop, is available once again on linear playout on Sky, complementing Pop (aimed 5-8) and Pop max (8-11).

MD, Paul Dunthorne said “a big part of our success is our willingness to try new things and make audience led decisions quickly. We learn and act fast. And as we approach Autumn, it’s clear that we’ll better serve our audiences by increasing Tiny Pop’s distribution on linear.”

The channel returns in time for the ‘back-to-school’ season, the period when school summer holidays end, and where we see more structured viewing patterns. It will feature popular shows from well-known kids’ programs such as Hello Kitty: Super Style, Masha and the Bear and Cookie Monster’s Foodie Truck.

Tiny POP can be found on Sky 618 and Sky Glass 214, and Tiny Pop+ 1 is on 629. And also on Freeview Channel 208.

Barclays and Channel 5 partner to champion better money management across the UK with Nick Knowles

A bespoke series of adverts, set to educate viewers on how to achieve their money goals, are part of Barclays’ ongoing Make Money Work for You campaign.

Sky Media, the advertising arm of Sky, consumer bank Barclays UK and Channel 5, announce a brand new and exclusive TV and social media partnership to encourage conversations about money management, featuring broadcaster’s much-loved presenter Nick Knowles.

The light-hearted and educational six-part series launches tonight on Channel 5 during Bank Scams: Don’t Get Caught Out at 19:00 and during New: Fresh vs. Frozen: Which is Better at 20:00. It aims to educate viewers on how to deal with financial challenges using Barclays’ products and services to help make money work for them.

The 15” and 30” spots, linked here, see Nick Knowles in his home, seeking guidance from Barclays Customer Care Specialist, Janet Hoggart, about relatable money matters including where to begin with investing and how to avoid falling victim to purchase scams.
The partnership will run across Channel 5 and My5 until January 2025, airing throughout contextually relevant shows based on money matters, decision making and those that feature Nick Knowles. Off air, the creative will run as a paid social campaign to engage audiences on Channel 5’s Facebook, Instagram and YouTube platforms.
The unique partnership forms a key part of Barclays marketing strategy to help strengthen viewers’ confidence in managing their finances.

Inderjit Bassi, CMO at Barclays said: “Now more than ever before, we know that money matters can be complex and intimidating to many. At Barclays, we want people to feel empowered to achieve their money goals, whether they are customers or not and so, we’re proud to launch this new partnership with Channel 5 to further cement our role in helping people make money work for them.’

Karin Seymour, Director of Client and Marketing at Sky Media said: “Building financial literacy is more important than ever as many up and down the country struggle with their finances. This timely and accessible series helps Barclays connect with audiences to grow knowledge and understanding.”

Scott Taylor, Group Account Director, Paramount Advertising International Markets said: “This bespoke collaboration with Barclays featuring Channel 5’s Nick Knowles brings the bank’s wider campaign to life in an engaging and entertaining way for the channel’s broad audience across linear, streaming and social. It’s a great example of how we can leverage our brands and talent to enhance brand partnerships.”

Ocean Bottle Makes Waves with First TV Ad Campaign

The social impact brand turning the tide on ocean-bound plastic makes its TV debut as a 2023 Sky Zero Footprint Fund finalist

Sky Media, the advertising arm of Sky, has today announced that 2023 Sky Zero Footprint Fund finalist, Ocean Bottle, is making its TV debut supporting its mission to save our ocean. The new campaign tells us that by 2050, plastic is expected to outweigh all fish in the ocean, and now, more than ever, it’s time for change.

Ocean Bottle impressed judges last year with its sustainability credentials and potential impact, securing £250,000 in media value for its national TV campaign. Each Ocean Bottle funds the collection of 1000 plastic bottles in weight. Collectors exchange plastic for money and get access to social resources such as healthcare, education and financial security. So far, Ocean Bottle has collected 14,164,500 kilograms of plastic via its partners: grassroots organisations in coastal communities in countries such as Indonesia, India and Ghana – the equivalent to 1 billion plastic bottles in weight.

Ocean Bottle’s TV campaign will air across a mix of Sky Media’s Linear and Video On Demand (VOD) platforms. The campaign will use Sky Media’s Performance Solution team to optimise delivery in real-time to maximise response. The VOD activity aims to drive brand awareness through the ‘Must See VOD’ package, featuring a wide range of Sky’s premium content. The first wave of the campaign will run until 11th July 2024 and marks the brand’s TV debut.

The 30” advert aims to spread the Ocean Bottle message and connect viewers to the plastic-pollution crisis by depicting a strange yet dystopian world where plastic replaces fish. Scenes show a girl winning a plastic bottle in a bag of water at the funfair, a woman picking which plastic bottle she’d like at the fish counter in a supermarket, and a man serving a battered plastic bottle at the fish and chip shop. The campaign’s message is clear: Buy 1, Rescue 1,000 – with an Ocean Bottle anyone can directly contribute to protecting the health of our ocean.

The creative was crafted and produced in partnership with Hatch London and follows best practice advice and recommendations from the Advertising Association’s AdGreen programme.

Will Pearson, CEO and Co-Founder at Ocean Bottle said: “Ocean Bottle was created to give people an easy way to contribute, have an impact, and make a difference when it comes to protecting our ocean. We’re so proud to be one of Sky Zero’s Footprint Fund finalists to spread this message further and empower more individuals to drive positive change. With Sky Zero’s backing, we’ve been able to create a truly impactful campaign that we hope will get even more people hydrated while helping the ocean at the same time.”

Mark Gibson, Managing Director at Hatch London, commented: “Ocean Bottle and Sky are at the very forefront of companies making a real difference towards Net Zero. We’re honoured that the collective team at Hatch has been chosen as the creative partner for the campaign. We look forward to continuing the journey with these outstanding clients.”

Sarah Jones, Director of Planning at Sky Media, added: “The Footprint Fund celebrates brands that make sustainability accessible and impactful. Ocean Bottle’s innovative and thought-provoking campaign does just that. We are thrilled to help bring this creative vision to life and anticipate it will inspire significant positive change in consumer behaviour towards reusable products.”

Optimum Nutrition becomes the Official Nutrition Partner of Sky Sports

Sky Media announces Optimum Nutrition as the Official Nutrition Partner of Sky Sports.

The campaign marks the first foray of Optimum Nutrition into UK TV advertising. This year Optimum Nutrition is expanding their marketing strategy to harness the scale of TV and VOD platforms. Working in partnership with Sky Sports, the partnership will help the brand continue to build awareness and visibility, placing it at the heart of key moments and stories throughout an unmissable summer of sport.

The multisport execution will manifest in co-branded TV Commercials fronted by Sky Sports talent Micah Richards and Natalie Pinkham, alongside McLaren Racing’s Lando Norris and Optimum Nutrition’s own brand ambassador Lauren James.

Brokered by Manning Gottlieb OMD, the multi-platform partnership will run across Linear, Video on demand, Short-form video on demand, and social channels, with a brand evaluation to measure the campaign’s success through brand metrics including awareness, saliency and recognition.

Produced by Sky Media Commercial Productions, the campaign creative will comprise of 1 x 30” Hero TVC, 1 x 10” Hero TVC, and another 2 x 10” TVCs that focus on football and Formula 1. The TVCs will play out across general airtime as well as Premier League, British Grand Prix – F1 Race Day, Grand Prix and The Open.

Beyond the media campaign, Optimum Nutrition and Sky Media will be activating with a unique customer engagement partnership that rewards Optimum Nutrition customers with exclusive Sky deals and encourages Sky customers to purchase Optimum Nutrition products at preferential prices.

Karin Seymour, Director of Client and Marketing at Sky Media said: “As we head into an incredibly exciting summer of sport, the timing couldn’t be better for Optimum Nutrition to make its TV debut in the UK. It’s great that we’re creating a deeper connection between sports fans and Optimum Nutrition by introducing the brand as Sky Sports’ official nutrition partner.”

Will Klug, Head of Brand at Optimum Nutrition UK said, “For us, Sky Sports is the perfect partner – one that will give us access to the best selection of sports programming, while providing an unbeatable combination of scale and relevance. Sky Sports viewers naturally align with our own customers and that’s what really excites us about this partnership.”

Harriet Fisher, Head of Partnerships at MG OMD added, “As Sky Sports Official Nutrition Partner, the brands will work together to motivate, excite, and inspire key audiences. An incredibly exciting partnership to scale Optimum Nutrition UK’s activation within the AV space, which will enable us to drive visibility, impact and awareness by placing the brand alongside key sporting moments and stories.”

Audi and Sky Sports launch new golf innovation following success of the

‘Audi Performance Zone’

Audi renews as Official Innovation Partner of Sky Sports for the third year

Audi and Sky Media have created an exciting new golfing innovation as part of their extended Sky Sports media partnership. The innovative ‘Swing Design Sequence’ provides insight into golf techniques of the professionals to help viewers improve their own performance connecting them more to the game they love.

The innovation features as part of Audi’s renewal as the Official Innovation Partner for Sky Sports – a deal brokered between Sky Media and Omnicom Media Group’s PHD. The partnership is continuing into its third year.

The new ‘Swing Design Sequence’ is an innovation co-created with Audi and Sky Sports that will be introduced into the 2024 ‘Audi Performance Zone’. Sky Sports has collaborated with Skeletal tracking software company, Sportsbox AI to provide cutting-edge technology that will unlock the secrets of the top professionals. During PGA Tour coverage, slow-motion video will be converted into avatars, enriched with data and analysed by expert coaches to explain how synchronisation of the constituent parts of a golf swing can maximise performance. Golf fans will gain a unique understanding into how the best players in the World create speed, balance, power and accuracy and then apply these insights to improving their own golf game.

The ‘Audi Performance Zone’ goes live today within Sky Sports coverage of the RBC Heritage, which will be filmed in a brand-new Sky Sports Golf studio. Beyond RBC Heritage, viewers will continue to see Audi’s innovation partnership across the summer in coverage of Golf tournaments including the Zurich Classic, John Deere Classic, 3M Open and Wyndham.

Tony Moore, Head of Marketing, Audi UK said: “Vorsprung durch Technik is Audi’s DNA, with innovation at the heart. Our partnership with Sky Sports as its Official Innovation Partner continues to provide a unique and impactful platform that demonstrates our leadership in this area. We are incredibly pleased with the performance of the partnership, and the stories it is bringing to life.”

Karin Seymour, Director of Planning at Sky Media said: “Working with Audi has become a true partnership and great to see it continue into its third year. The collaborative output not only integrates Audi seamlessly in our world-class content, but enriches the viewer experience as well.”

Tom Rovery, Partnerships Business Director at PHD commented: “We at PHD are delighted to extend this campaign into a third year for Audi. The effectiveness continues to be clear in improving and maintaining brand metric scores and we see no reason why that can’t continue.”

The partnership renewal and golf tech development comes off the back of two years of innovative success. In 2022, Audi’s “Vorsprung durch Technik” fuelled Sky Sports’ most innovative Cricket format, The Hundred, with the Power Meter. Read more here. In 2023, alongside Co-Sponsorship of the PGA Tour coverage, the ‘Audi Performance Zone’ was launched and covered the year’s tournaments in the Sky Sports’ Golf Studio, with editorial integrations of two bespoke Audi innovations:

• ‘Force Plates’, inspired by Audi’s quattro technology – blending power and balance – measured the force and balance that a golfer uses to create their unique swing. Through the analysis of weight transfer and ground force, the analytics demonstrated club head speed, ball strike and power of the swing.
• ‘Zen Eye’, which mimicked the functionality of Audi’s Adaptive Headlight technology, brought the art of putting to life by showing audiences the perfect pace and line for any type of putt with a display on the green.

Petits Filous renews partnership with Channel 5’s Milkshake! following successful TV sponsorship debut

Research reveals brand’s first foray into TV sponsorship delivers

Sky Media has announced the renewal of Yoplait’s sponsorship of Channel 5’s daily children’s programme strand Milkshake! to cement Petits Filous into the heart of the everyday lives of families with young children. Following on from the success of its sponsorship of Milkshake! last year – Petits Filous’ first ever, the number one kids yoghurt brand* is once again joining forces with the UK’s leading commercial destination for kids aged 4-15 and home to some of the world’s favourite pre-school characters.

Launched on the 1^st of April 2024 and running until the end of June, the sponsorship comes at a time when the weather is getting warmer and aims to encourage parents and kids to reach for Petits Filous’ healthy and nutritious yoghurts.

The creative will feature across weekday slots from 6.00am until 09.15am and weekends from 6.00am until 8.45am – a key time for shared viewing moments when children and parents are together.

Post-campaign research, conducted by Savanta, from the 2023 partnership revealed some tasty results for Petits Filous, which has led to the brand’s appetite for a second serving. Some of those results include**:

• +33% uplift in spontaneous brand awareness
• +15% increase in purchase intent
• +8% uplift in brand advocacy among viewers

Yoplait’s tried and tested 10” animated idents, which were created and produced by Recipe, proved effective in 2023 and return this year. Featuring voiceovers from young talent, the creative was designed to communicate the nutritional credentials of the product through the incorporation of real fruit as well as the playful and mischievous personality of the brand – Petits Filous means ‘Little Rascals’. Post-campaign research proved the creative effectiveness with over 50% of viewers able to recall the idents and more than 32% of the viewers’ spontaneous key takeouts being that Petits Filous is “healthy”, “nutritional”, “good for you” and “good for kids”.**

Nicole Gommans, Petits Filous Brand Manager at Yoplait said: “As the UK’s number one kids’ yoghurt brand, we are delighted to embark on our second year of sponsorship with the number one commercial kids’ destination in the UK. This partnership with Milkshake! is a natural fit for both brands, and we are excited to continue this partnership into year two.”

Olivia Noorani, Invention Business Director, Mindshare UK said: “The Petits Filous Milkshake! sponsorship is an example of great brand synergy. The playful nature of the idents perfectly marries Petits Filous’ Mischief Makes Us brand platform with Milkshake!’s values of adventure, discovery and fun which further strengthens the partnership and offers an authentic way to reach both parents and children at a key co-viewing moment. We’re excited for Petits Filous’ second burst of the sponsorship and to see how this partnership can evolve.”

Peter Dale, Vice President, Ad Sales & Commercial Development, UK, at Paramount, said: “Channel 5 is the only PSB to air children’s content every day of the week through Milkshake! which is much-loved by kids and trusted by adults, providing the perfect environment and a unique opportunity to showcase the Petits Filous brand.”

Petits Filous is available across grocery, convenience, and e-commerce channels in the UK.

*Total Value Sales. Source: Nielsen ScanTrack, total Coverage incl. Discounters to WE:28.01.23.

**Research Source: Savanta Brand Uplift Study 2023

SEA LIFE Makes a Splash on Sky Media’s Kids Portfolio as First-Ever Exclusive Morning Sponsor

Merlin Entertainments’ SEA LIFE is set to become the first-ever exclusive sponsor of Mornings on Sky Media’s kids channels, with the aim of driving national brand awareness amongst its target audience of families.

The multi-channel sponsorship deal has been facilitated by Wavemaker UK, Sky Media and its media partners – Narrative Entertainment, Paramount UK and Warner Bros. Discovery – and will see the creative play out across Sky Media’s nine dedicated commercial kids’ channels every morning from 06:00-09:00. Targeting the 1.4m parents and 2.7m children watching those channels, the campaign launches going into the Easter weekend and aims to drive awareness amongst families of SEA LIFE’s 11 centres across the UK, in Birmingham, Blackpool, Brighton, Great Yarmouth, Gweek, Hunstanton, Loch Lomond, London, Manchester, Scarborough and Weymouth.

SEA LIFE’s sponsorship will debut on 29 March for the Easter holidays and will run until the end of 2024 – showing up when families need inspiration for activities to do together. During this time, the sponsorship will run on the following linear channels: Nickelodeon, Nick Toons, Nick Jr, Nick Jr Too, POP, POP MAX, Cartoon Network, Boomerang and Cartoonito. The partnership will use Sky Media’s breadth of first-party data and Sky AdVance targeting tool to reach and connect with parents, in a brand safe environment.

Karin Seymour, Director of Client and Marketing at Sky Media, commented: “Parents trust TV more than any other platform. Combining that with those important shared sofa moments that drive conversation, SEA LIFE will connect and engage with families up and down the country across our entire kids’ portfolio.”

Sue Stephenson, Merlin Entertainments, Midway UK Marketing Director, added: “We are delighted to be partnering with Sky Media to explore uncharted waters as the exclusive sponsor of mornings between 6 and 9am across all of the commercial kids TV channels. Not only is this sponsorship a first for us, but it’s the first time all of these channels are collaborating too. Easter usually marks the beginning of warmer months, and we are looking forward to building awareness and inspiring families to spend their quality family time at our 11 SEA LIFE attractions this summer.”

Molly Exley-Kidd, Content Director at Wavemaker added: “The morning programming across Sky Media’s kids’ channels has captured the hearts and minds of families up and down the country. Through this sponsorship, Merlin will be able to further engage with its key audience, connecting with families looking for inspirational and educational outings everyone can enjoy. It’s been a true collaboration between the Wavemaker, Merlin and Sky Media teams, helping to drive visitation for SEA LIFE via a full takeover of much-loved channels during breakfast – a key moment in the day. We look forward to seeing the results it will deliver.”

St. James’s Place partners with Sky Arts for its first TV sponsorship

St. James’s Place (SJP), the UK’s leading financial advice company, announces its first-ever TV sponsorship on Sky Arts. The creative will aim to drive brand awareness for St. James’s Place and bring invaluable advice to life for its viewers.

SJP’s sponsorship, facilitated by Sky Media and Mindshare UK, targets a diverse audience, directly comparable to those watching the wide-reaching free-to-air channel. With the campaign launching on the Easter weekend, from 1^st of April 2024, audiences will see the ident creatives play out across Sky Arts with 15” intros and 5” centre breaks.

Coupled with a relevant audience fit, the partnership between St. James’s Place and Sky Arts stems from the brands’ synergies. Both companies share a purpose: making their respective services – financial advice and world-class content – more accessible and relevant to more people.

The creative, which was created and produced by Recipe, shares the financial brand’s promise to consumers of offering “Invaluable Advice” throughout life’s journey. Blending the power of this “Invaluable Advice”, each of the idents features individuals with a passion and authentic expertise for the artistic discipline they are portraying, across photography, dance, portraiture, landscape painting, fashion design and music. The objective is to showcase a moment of advice shared between student and mentor, primarily but not exclusively, sourced from Trinity Laban conservatoire of music and dance.

The SJP sponsorship is part of a wider brand campaign, which launched on 16 March 2024 and will run with multi-channel activity across TV, BVOD, Radio, OOH, Social and Digital platforms (including Sky Media’s AdVance).

Karin Seymour, Director of Client & Marketing at Sky Media, commented: “TV is the perfect media platform for building trust at scale and Sky Arts is the perfect creative platform for St James’s Place to share its brand story and expertise with a diverse audience that has a myriad of interests. We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.”

Liz Kelly, Chief Corporate Affairs Officer at St. James’s Place, says: “We are delighted to join forces with Sky Arts. Sky Arts varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life.  We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.”

Ross Minton, Head of Invention and Partner at Mindshare UK, added: “In today’s diverse media landscape, it’s essential for brands to make meaningful connections with their audiences. This sponsorship not only aligns perfectly with the values of both organisations but also allows St. James’s Place to reach a wide and varied audience. We’re excited to see how this collaboration will elevate the brand’s visibility and reinforce its commitment to providing invaluable financial advice.”