Butchers and 5 Get Tails Wagging with New Co-Branded Partnership.

Butcher’s Nourishing Food for Dogs and 5 are ‘celebrating life with our four-legged friends’ in an exciting new canine collaboration. Aimed at driving awareness and consideration for Butcher’s Nourishing Food for Dogs, the partnership launches across a range of relevant 5 programming from April 15th 2025 through to the end of June.

Specially created idents will feature a variety of furry friends interacting with the 5 logo, flowing seamlessly into Butcher’s 30-second TV creative.

The campaign kicks off with placements around Springtime on the Farm, which won Factual Show of the Year at this year’s TV Choice Awards. Each ident will celebrate different genre strands on 5 including UK travel, outdoor life, and animals.

To extend the experience, Butcher’s will publish walking guides on its website, inspired by 5 programming. These guides will feature routes inspired by 5 talent and shows, such as a walk across Grassington, where the hugely popular drama All Creatures Great and Small is filmed.

Natasha Bryant, Senior Brand Manager for Butcher’s, said: “This is an exciting campaign, rich in innovation and an excellent way to bring owners into the Butcher’s world. Through a valuable and entertaining campaign experience, we’re proud to showcase our range of foods that support a healthy diet—helping owners prioritise their dog’s wellbeing, day in and day out.”

In addition to the TV campaign, an exclusive competition will see one lucky owner win the chance for their dog to feature in a walk-on part in a future 5 drama.

Liz Sloan, Head of Planning at Notorious, commented: “Our media plans for Butcher’s have always focused on showcasing our belief in the power of dogs to a nation of dog lovers. 5 has collaborated brilliantly across all teams to deliver this special partnership—with a celebration of dogs right at its heart.”

Scott Taylor, Group Account Director, Paramount Ad Sales International: “This creative partnership with Butcher’s is a great example of how brands can connect with 5’s loyal viewers through much-loved relevant shows and talent to reach audiences across platforms at scale.”

Olivia Whalley, Senior Account Manager at Recipe, said: “This has been a fantastic collaboration, blending creativity with the charm of furry friends to bring Butcher’s message to life. Through our specially designed idents, we’ve been able to seamlessly integrate fun and engaging visuals with 5’s programming. We’re proud to have played a part in delivering a campaign that not only captures attention but also strengthens the bond between dog owners, the Butcher’s brand and 5.”

Pentland Brands Partners with Sky Media for Landmark TNT Sports Channel Sponsorship.

Six of Pentland’s iconic sports, outdoor and lifestyle brands make their collective TV and multi-platform sponsorship debut.

Pentland Brands has secured a major deal to become the first-ever official channel sponsor of TNT Sports, marking a bold new chapter for its portfolio of iconic brands.

Starting today, this exciting collaboration will showcase six of Pentland’s leading brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo – through a high-impact activation spanning TV, on-demand, and social media. The campaign debuts alongside the Nottingham Forest v Manchester United Premier League match and will extend across a wide range of TNT Sports’ premium sports content.

Developed in collaboration with Sky Media, Warner Bros. Discovery and EssenceMediacom North, the campaign brings Pentland’s brands to life through engaging ‘fandents,’ short fan-fuelled idents capturing the passion of sports fans. Complementing this, a 20-second TV ad will run during prime sports programming, while high-impact social media posts across Warner Bros. Discovery’s channels will feature iconic highlights and archive moments, maximising brand visibility.

The sponsorship creative features TNT Sports fans immersed in live sporting action, with tailored straplines aligning each brand to its sporting passion: Mitre with football, Canterbury with rugby, Ellesse with tennis, Endura with cycling, Speedo with swimming and Berghaus with hiking.
The three-month deal will see Pentland’s brands featured across the entire TNT Sports portfolio, including TNT1, TNT2, TNT3, TNT4, and TNTU. This marks the first time these iconic brands have been part of a channel sponsorship and represents a strategic investment by Pentland to drive spontaneous brand awareness and audience engagement. In the last 12 months, TNT Sports reached 46 million people, making it the ideal home for Pentland’s brands.

Penny Herriman, Chief Marketing Officer at Pentland Brands, commented: “We’re incredibly excited to be the first business to sponsor TNT Sports. Our pioneering brands have a rich legacy in the world of sports and strive to see people move more. This partnership places our brands across premium, exclusive content that resonates with an engaged, relevant audience of sports fans and consumers. It will drive visibility and connect with them where consideration is high and has impact. This is the first deal of its kind for Pentland Brands, and I look forward to working in partnership with TNT to power our brands and drive fandom.”

Karin Seymour, Director of Client and Marketing at Sky Media, added: “Sport is at the heart of UK culture and nothing engages or gets us talking quite like the teams and athletes we passionately follow. By harnessing this partnership across their entire portfolio, Pentlands will create meaningful connections between fans and their brands through must-watch, talked-about content.”

Jenny O’Sullivan, Client Partner at EssenceMediacom North added: “EssenceMediacom North is proud to build on our longstanding partnership with Pentland following on from the successful ICONS campaign featuring Liam Gallagher, now launching their first official sponsorship with TNT Sports, spotlighting six of their iconic brands. This dynamic collaboration will feature captivating idents, impactful linear spots and accompanied by engaging social media activity. It’s an exciting milestone for Pentland as they continue to innovate and connect with their audience through fresh, multi-platform strategies.”

Katie Coteman, GVP, Head of Advertising and Partnerships at Warner Bros. Discovery, UK & Ireland, said: “We’re delighted to partner with Sky Media and EssenceMediacom to welcome Pentland as the official channel sponsor of TNT Sports. TNT Sports promise is to do right by the fans, offering the greatest variety of world-class sport anywhere while telling the stories of the world’s greatest athletes and competitions. This sponsorship strategically connects each of Pentland brands with its sporting passion, from football to rugby, tennis to cycling, swimming to hiking… Each of Pentland brands is seamlessly interweaved into our unmissable moments on TNT Sports.“

Sky Sports announces Major Partnership with Callaway Golf for 2025.

A Major Partnership is born. Bringing together two iconic brands from the world of golf, Callaway become the Official Partner across Men’s and Women’s events, including all the Majors.

Sky Sports announces an exciting new partnership with Callaway Golf, bringing together two iconic brands from the world of golf. The collaboration sees Callaway become the official sponsor of key events across both the men’s and women’s golfing calendar on Sky Sports Golf. The multi-platform partnership brokered by Sky Media will include linear co-sponsorship, digital advertising, Sponsorship of the Sky Sports Golf podcast, collaborative events around key moments in the golfing calendar, plus many more partnership and editorial opportunities.

Callaway will co-sponsor a number of landmark events on the golfing calendar, including The Masters, the PGA Championship, the U.S. Open, and the LET & LPGA Tours. The sponsorship extends to all major Women’s Majors (excluding the AIG Women’s Open), reinforcing the shared commitment to promoting golf’s premier events across both the men’s and women’s season.

In addition to co-sponsorship of these globally recognised tournaments, the partnership also encompasses the sponsorship of The Open’s non-live content, with the ambition to further amplify the reach of the iconic championship for new and existing fans. Sky Sports Golf’s popular weekly podcast, this year hosted by Jamie Weir, is sponsored by Callaway, providing fans with a deeper dive into the world of golf, from tournament and equipment insights to exclusive interviews with top players and industry experts.

Jason Wessely, Director of Sky Sports Golf says: “Sky Sports is very proud to be joined by Callaway, a leader in the golfing equipment industry, and a brand who are aligned with Sky Sports’ ambition to be the best partner to golf and enhance the viewing and playing experience for fans across the UK and beyond. It’s an exciting time as Sky continues to innovate and push our digital and non-live content, and Callaway is a natural fit to partner with us to do so.”

Chris Gregg, Marketing Director, Callaway Golf said: “Sky Sports is a leader in golf coverage and this partnership allows us to bring golfers closer to the action during Major golf events, while championing equal golf. With exclusive content and insider access our partnership will elevate how new and traditional fans experience golf, aligning perfectly with our mission to make golf more fun for all golfers. We have exciting plans in place to engage fans and look forward to bringing this partnership to life!”

This collaboration marks a new chapter and exciting relationship for Sky and Callaway, and fans can expect to see both brands come together via content, activations, giveaways and fan engagement, focusing on growing audiences and inspiring the next generation of the men’s and women’s game.

The Sky Zero Footprint Fund Returns Bigger, Bolder, and Greener in 2025 to Supercharge Sustainability

After taking a year off to refresh and refine the initiative, the fund is back with a new format and renewed commitment to drive meaningful change for a better planet through the power of advertising. Once again, Sky Media, the advertising arm of Sky, is offering £2 million in advertising support to amplify brands and organisations leading the way in sustainability. This marks a total of £8 million in media value that Sky has committed to the initiative since its launch in 2021.

Key 2025 Highlights:

• £2 million in advertising support available to brands and organisations tackling sustainability challenges.
• New three-category structure to broaden impact across startups, charities, and major brands.
• Panel of expert judges from sustainability, advertising, and media to select the most impactful initiatives.

This year, the fund is evolving to have an even greater impact, with a new structure designed to attract a wider range of brands and initiatives. The 2025 Sky Zero Footprint Fund will now feature three distinct categories:

• Disruptors – Celebrating and championing challenger brands scaling up with innovative ideas and products that have the potential to drive significant environmental change.
• Catalysts – Supporting charities and not-for-profit organisations making a major difference but often facing challenges in demonstrating measurable impact or sales.
• Champions – Engaging larger, established brands to reinvigorate their role in driving national conversations and large-scale sustainability efforts, helping to move environmental action up the agenda.

Sarah Jones, Director of Planning at Sky Media commented. “By evolving the fund for 2025, we’re aiming to put sustainability front-and-centre for a wider range of brands, empowering a diverse range of organisations —from groundbreaking startups to influential household names—to take bold steps towards a more sustainable future.”

A panel of expert judges, including leaders from sustainability, advertising, and media, will oversee the selection process, ensuring that the most impactful initiatives receive support. Previous winners have demonstrated the power of the fund in driving real change. In 2023, Grub Club was awarded the Grand Prix prize for its innovative approach to sustainable pet food, made from insect protein.

Alessandro Di Trapani co-founder of Grub Club commented, “Winning the Sky Zero Footprint Fund was a game-changer for Grub Club. The process was an incredible experience, from refining our brand message to filming our first-ever TV ad. The exposure has put Grub Club in front of millions of pet owners across the UK, driving awareness and credibility in a way that would have been impossible for an early-stage brand alone. More than just visibility, the Footprint Fund has been a key catalyst in unlocking national distribution, helping us secure major retail partnerships that will accelerate our mission to make pet food more sustainable.”

Entry guidelines will be available from www.skymedia.co.uk/skyzerofootprintfund, and further details on the judging panel and selection criteria will be announced soon. Submissions will open in early March.

Confirmed Judges include:

• Fiona Ball – Group Director, Bigger Picture and Sustainability, Sky
• Stephen Woodford – Chief Executive of the Advertising Association
• Michelle Carvill – Author ‘Can Marketing Save the Planet’
• David Garrido – Sky Sports News Presenter / Sky Zero Ambassador
• Pippa Glucklich – CEO, Electric Glue
• Dino Myers-Lamptey – Founder, The Barber Shop
• Lindsey Clay – CEO, Thinkbox
• Tim Pritchard – Head of Content and Responsible Media, MGOMD

Fund Breakdown:

• Disruptors (9 businesses to live pitch with 3 x £200k prizes available) Celebrating and championing challenger brands scaling up with innovative ideas and products that have the potential to drive significant environmental change.
• Catalysts (6 charities to live pitch with 2 x £200k prizes available) Supporting charities and not-for-profit organisations making a major difference but often facing challenges in demonstrating measurable impact or sales.
• Champions (3 brands to live pitch with 1 x 500k prize) – Engaging larger, established brands to reinvigorate their role in driving national conversations and large-scale sustainability efforts, helping to move environmental action up the agenda.
• Grand Prix (1 brand to win an additional £500k prize) prize winners are selected in June/July who then go away to make their ads. Grand Prix in October will see the most impactive ad awarded an additional £500k by the judges.

For full details and to find out how to apply for the Sky Zero Footprint Fund, visit sky media.co.uk/skyzerofootprintfund.

Audi takes pole position with 3-year Sky Sports F1 deal

Audi has signed a three-year deal to become the official sponsor of Sky Sports F1. The full channel sponsorship will cover a wide range of programming, including every practice, qualifying and race, as well as documentaries, analysis and features.

The multi-platform partnership begins on February 18th, aligning with the F1 75 Live showcase where for the first time ever, all 10 teams come together to unveil their 2025 liveries. Testing for the season begins in Bahrain on February 26th with the first race weekend in Australia starting 14th March. Planned and brokered by Sky Media and Omnicom Media Group’s PHD, this new partnership encompasses all areas of the Sky Media ecosystem. It includes sponsorship across broadcast, Sky Sports digital platforms, with extension via Sky Advance, as well as coverage via Sky Sports social channels and the Sky Sports F1 podcast.

The 2024 season broke viewing records for Sky Sports, as close battles up and down the grid created an unpredictable and thrilling experience for fans. The British Grand Prix became the most-watched British GP ever. Additionally, video views across the YouTube channel, website, and app significantly increased.

Tony Moore, Head of Marketing at Audi UK, said: “Innovative engineering has always been an Audi trademark, especially embodied in our range of performance cars. We’re excited to launch our partnership with Sky Sports Formula 1, the perfect platform through which to celebrate Vorsprung durch Technik”

Karin Seymour, Director of Client & Marketing at Sky Media, added: “Our partnership with Audi is truly multi-faceted. F1 has become one of the fastest-growing sports, with an increasingly diverse and engaged fan base driving record TV viewership and online engagement. As partners to Sky Sports F1, we’re helping Audi connect with this new wave of fans and be at the heart of the conversation.”

Tom Rovery, Partnerships Business Director at PHD, commented: “We are delighted to have extended Audi’s relationship with Sky Sports, in addition to our award-winning Innovation partnership. I’m confident that Audi & Sky Sports F1 will be a potent partnership of performance for years to come”

Sky Sports is the home of F1 in the UK and Ireland until 2029, and is the only place to watch every practice, qualifying session, and race, offering the best live coverage and expert analysis for both existing and new fans. The 2025 Formula 1 World Championship battle kicks off in Melbourne, Australia, from March 14-16th.

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.”

Sky Sports ‘MO’bilises Top Talent to Champion Men’s Health Awareness with Movember

Sky Media, the advertising sales arm of Sky, has announced an exciting new partnership with Sky Sports and global men’s health charity Movember known for its ground-breaking work.

In collaboration with the agency Bicycle, the content-led campaign aims to leverage Sky Sports’ top talent to drive awareness, sign-ups, and donations for Movember, while also showing that you don’t need to ‘grow a mo’ to join in. There are countless ways for women and anyone else to show support and get involved, from moving 60km in the month, hosting an event or taking on an epic challenge.

Featuring popular Sky Sports presenters Simon Thomas, Pete Graves, Clinton Morrison, and Hayley McQueen the campaign will include four bespoke 30-second TV commercials which will air across Sky Sports platforms. The campaign will also incorporate digital and social content including exclusive interviews with presenters who are growing moustaches to personally champion the cause.

Movember’s 2024 campaign with Sky Sports is strategically designed to engage new and existing audiences, reigniting excitement and increasing participation and will even see co-branded ‘Sky Sports Presents’ idents as part of the creative playout.

“Our partnership with Movember goes beyond the typical campaign; we’re using our platform to engage millions of viewers in meaningful conversations about men’s health,” said Karin Seymour, Director of Client & Marketing. “With top Sky Sports presenting talent like Simon Thomas and Pete Graves leading by example, we aim to spark action across the UK, motivating people to grow, donate, and make a lasting impact.”

Throughout Movember, Soccer Saturday and Sky Sports fans will be able to monitor the progress of the moustache growing in action as Simon Thomas and Pete Graves, both take part in the Movember challenge.

The campaign will be visible across various Sky platforms, including Video on Demand (VOD), SFVOD, digital editorial, social and linear TV channels, ensuring widespread reach and engagement.

Anne-Cecile Berthier, Country Director UK & Europe at Movember, said: “We are excited to work with Sky Media to bring millions of eyes to Movember, helping to raise funds and awareness to change the face of men’s health.

“As a charity, we work tirelessly to deliver innovative, breakthrough research and support programmes that enable men to live happier, healthier and longer lives. And we couldn’t do it without our global community of supporters. So, whether you’re growing a Mo, taking on an epic challenge or hosting an event, we’re encouraging everyone to get involved this Movember.”

Since its inception in 2003, Movember has grown into a global movement, funding more than 1,300 men’s health projects around the world. The charity is dedicated to addressing four critical areas of men’s health: mental health, suicide prevention, prostate cancer, and testicular cancer. Sky Sports’ campaign aims to remind audiences of the tangible impact their involvement can make.

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.”