Pizza Hut Serves Up the Flavour with Sky for branded content partnership featuring Big Zuu

• Pizza Hut partners with Sky Media to sponsor Big Zuu & AJ Tracey’s Rich Flavours and promote new Cheeseburger Pizza
• Sponsorship includes branded content across social media and Sky channels
• Partnership highlights joy of shared experiences over pizza, aiming to capture the summer moment with themes of fun and togetherness

Pizza Hut is coming to TV screens with a bold partnership served up by Sky Media and Big Zuu. This exciting multi-platform collaboration sees Pizza Hut sponsor Big Zuu & AJ Tracey’s Rich Flavours, a daring new entertainment series airing on Sky Max from 20th May.

Developed in collaboration with media agency Spark Foundry, the campaign sponsorship positions Pizza Hut as the ultimate choice for feel-good, shareable moments while hooking onto the excitement of the new series launch. Big Zuu & AJ Tracey’s Rich Flavours sees the real-life cousins and rappers tour the globe to gain a glimpse into the lives of the uber rich – all in pursuit of their very own taste of the high life. Leaning on Big Zuu’s longstanding passion for cookery, this show will be a fun, non-stop journey into fine dining restaurants, chefs, wealth experts and hoteliers.

As sponsor of the new series, Pizza Hut will appear in custom idents airing before each episode, including a voice-over from Big Zuu. The creative includes two, 15-second and three, five-second idents, produced by Sky Media, which bring to life real-life moments of connection over the ultimate shared meal – pizza! Pizza Hut’s new ‘Cheeseburger Pizza’ is a highlight and launching at the height of summer, both the sponsorship and new product tap into a cultural moment where fun, food and flavour collide.

This partnership also shines a light on the dedicated Pizza Hut team members behind the scenes, who serve up our iconic pizzas with pride every day. We’ll see Pizza Hut branded content around the show, featuring Big Zuu showcasing his epic cookery skills alongside staff in real Pizza Hut restaurants, rolled out across Sky and Pizza Hut’s Facebook, YouTube, Instagram and TikTok channels. Big Zuu will also share content via his own platforms to maximise reach and authenticity, and further drive brand consideration and cultural relevance.

Big Zuu said: “I’m really excited to be collaborating with Pizza Hut for the launch of my new show, Rich Flavours. We travelled the world sampling the best food there is, and now we’re bringing that energy home.”

Jana Ulaite, Chief Marketing Officer, Pizza Hut UK&I, added: “We’re thrilled to be partnering with Big Zuu & AJ Tracey’s Rich Flavours a show as bold as our menu.– At Pizza Hut, we’re all about sparking joy – whether you’re trying a new flavour (like our Cheeseburger Pizza!) for a big family night in at home, or sharing an irresistible slice with friends at one of our restaurants this summer. Pizza Hut is proud to be part of the moments that bring people together. This partnership reflects that perfectly – fun, flavourful, heartwarming and unforgettable – wherever you’re enjoying our new creations!”

Karin Seymour, Director of Client and Marketing at Sky Media, said: “It’s great to be helping Pizza Hut serve up fantastic content through our new collaboration. This exciting partnership connects Pizza Hut with younger audiences across all our platforms in a fun, relevant and engaging way. With Big Zuu on board, we’re expecting big things.“

Connections Mean Everything – Let’s Make Them in Cannes

Heading to Cannes? So are we, and we’d love to connect while we’re there. Here is how you can join Sky Media during the week.

1. Marketing Society Leadership Lunch with Dana Strong

An exclusive invitation for CMOs and senior marketers to join Sky CEO Dana Strong and The Marketing Society’s Sophie Devonshire for an inspiring afternoon of conversation and connection. Includes a special guest appearance from the incredible Tom Grennan – limited places available.

Tuesday 17th June, 13:30 – 15:30

Register Your Interest

2. Vive le Live – cocktails at NBCU House

Celebrate the magic of live sports, news and entertainment with the Sky, NBCU and Comcast teams. Join us for evening cocktails and conversation with our senior teams and talent.

Tuesday 17th June, 17:00 – 18:30

Event Registration

3. The Sky View

If you would like to catch up with members of the Sky team or for them to join your event, panel or roundtable at Cannes, just let us know. We’d love to be part of your plans. Click here to see who’s attending.

We cannot wait to build better connections in Cannes, because Connections Mean Everything.

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.

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 Media unveils bold new brand positioning alongside innovations at industry upfronts

Sky Media, the advertising partnerships arm of Sky, brought the media industry together last week at the Tate Modern in London for its Sky Media Connects showcase. Over 350 media agency executives attended the high-energy event, which unveiled Sky Media’s new brand positioning: Connections Mean Everything, alongside a suite of exciting products and partnerships.

Sky Media Managing Director, Brett Aumuller, hosted the event, emphasising Sky Media’s ability to build meaningful connections in four core areas – Customers, Culture, Partners, and Innovation. Highlights included appearances from notable sports figures Micah Richards, Laura Robson, and David Flatman, Sky’s unique customer insights from Sky News’ Sarah-Jane Mee, and a fireside chat between presenter Dan Walker and Paramount Chief Content Officer Ben Frow on the evolution of Channel 5.

The event opened with a compelling performance from award-winning poet Sophia Thakur and went on to feature major announcements including;

• Sky Media IQ and Project Norman – new insight tools using Sky’s industry-leading data and campaign measurement capabilities to deliver smarter, more effective advertising.

• Expanded advertising opportunities in women’s sport, a collaboration with Hearst UK, a new sports marketplace and sponsorship options tied to the new Premier League deal.

• Advances in streaming and programmatic, including the expansion of FAST channels to VIDAA, biddable inventory on The Trade Desk, and the roll-out of voice-activated ads.

Brett Aumuller, Managing Director of Sky Media, commented “Over the last 9 months we’ve been on a journey to build out the ‘Connections Mean Everything’ brand position which captures what we uniquely bring to market. Each word in our brand position is equally important, it’s about creating the right connections with audiences, in a meaningful way for clients and bringing together everything across our ecosystem which to deliver scale, creativity and better outcomes for brands.”

With Sky Media continuing to lead on innovation and creativity, the latest showcase set a bold vision for how advertisers can unlock new opportunities and deliver impactful campaigns. Major announcements were made aligning to each key pillar of the brand positioning:

Connected to Customers

• Sky Media IQ: A sophisticated tool that delivers deduplicated multi-platform outcomes measurement, Sky Media IQ integrates web visit lift, conversion metrics, and other performance indicators into one streamlined dashboard. This allows advertisers to assess the holistic impact of their campaigns across Linear TV, video on demand (VoD), and digital platforms, offering unrivalled transparency and accountability.

• Project Norman: Powered by insights from over 2,000 campaigns spanning 10 years, this AI-driven dataset allows advertisers to benchmark performance, optimise targeting, and strategically allocate media budgets. Norman focuses on metrics like brand lift and sales conversions, empowering advertisers to plan campaigns informed by real-world results.

Connected to Culture

• Premier League sponsorship opportunities: Sky Media invited agencies and brands to access its expanded Premier League coverage, offering exclusive sponsorship opportunities to partner with the UK’s most-watched sports event across Sky Sports and TNT Sports.
• Sports Marketplace: A simplified way for advertisers to access Sky Media’s live sports inventory. Sports Marketplace introduces impression-based packs, available both programmatically and directly, to help brands of all sizes connect with live sports audiences.

Connected to Partners

• Hearst UK partnership: As the market leader in broadcasting women’s sports, Sky Media announced a new partnership with leading publisher, Hearst UK, to enhance the visibility and impact of women’s sport across the UK. Launching in 2025, this collaboration will offer advertisers the opportunity to tap into the rapidly growing women’s sports sector and connect with a new generation of fans. Research reveals that these fans are eager for more non-live sports content and want to see female athletes recognised as icons. This partnership will tap in to sporting moments throughout the year connecting them with audiences’ passions for fashion, beauty, and health, with athletes at the forefront.

Connected to Innovation

• FAST channel expansion: Following a successful rollout across Samsung TV Plus and Sky’s platform, Sky’s suite of FAST channels will be available on VIDAA, expanding its reach across Hisense and Toshiba devices.
• Paramount+ and streamers package: Sky’s new solution aggregates reach across major SVOD platforms, providing seamless access to millions of younger viewers – an audience that increasingly prefers streaming over traditional viewing.

• Biddable inventory with The Trade Desk: Advertisers can now programmatically purchase premium VoD inventory, including live sports, through private marketplace auctions. This ensures greater flexibility and accessibility for brands looking to deliver against performance goals.

• Voice-activated ads: Sky unveiled interactive ads that enable viewers to use voice commands to explore branded content directly from their TV screens. Initial tests showed significant uplifts in ad recall and engagement metrics, reinforcing the potential of voice technology in advertising.

JD Williams teams up with Sky Media and Channel 5 for its new Spring campaign

Gok Wan, Judi Love and Helen Skelton star in bespoke cross-platform campaign celebrating women

JD Williams, a leading platform within N Brown Group plc, the inclusive fashion and homeware digital retail platform, today reveals its brand new campaign in collaboration with Sky Media and Channel 5, in a deal negotiated by the7stars, to target its midlife audience.

The partnership will use both JD Williams and Sky Media’s rich data capabilities to ensure the campaign is reaching the retail platform’s target customer (women aged 45 – 65). This data ecosystem will mean Sky Media can tailor campaign messaging to specific customer groups, maximising the relevance and engagement of the creative.

JD Williams continues to take a stand against the ‘invisibility’ of midlife women, celebrating their relevance, roles and individuality in its new campaign fronted by the stars of Sky Media’s channel portfolio. A series of 10” TV idents, 30” and 60” spots will feature TV personality and comedian, Judi Love (Out of Order, Comedy Central), and Channel 5 presenter Helen Skelton (Springtime on The Farm, Dan and Helen’s Pennine Adventure), being interviewed by fashion guru, Gok Wan. The interview delves into their lives to discuss how their style and fashion confidence has changed in midlife.

From the 15^th March, JD Williams will also be the exclusive sponsor of Channel 5 content that leans into the theme of Inspired Living; including female-fronted shows  such as The Hotel Inspector and Susan Calman’s Great British Cities.

In a creative extension of the TV activity, customers can enjoy longform (10 minute) versions of the interviews on jdwilliams.co.uk. During these, Gok will explore Judi and Helen’s individual style using JD Williams’ fashion, shapewear and beauty products, and giving viewers a peek into their lives and wardrobes​. All aforementioned content has been produced by Sky Media.

Leveraging Sky’s full ecosystem of content platforms (linear TV, BVOD, Shortform VOD and AdSmart from Sky), a QR will be used to direct viewers to jdwilliams.co.uk, allowing JD Williams the ability to measure and target its campaign further, as well as gain a deeper understanding of a customer’s shopping journey. Meanwhile, measured activation across Sky Media’s and Channel 5’s digital and social channels, will reinforce the campaign’s message and give viewers even more content to explore.

Live from the 14^th of March, through to the 9^th of May, the integrated media strategy crafted by the7stars will see the campaign play out across Channel 5 and Sky channels, Global OOH sites, Smooth FM & Heart FM 5, Hearst’s Good Housekeeping and Red Magazines as well as paid and organic social.

Sam Walker, Director of Group Marketing and Creative at N Brown, commented: “JD Williams proudly champions midlife women and we’re excited to be launching a campaign with Judi, Helen and Gok to help women feel confident in dressing for midlife style. We understand our customers better than anyone, so we’ve worked with Sky Media to ensure that our campaign messages are more targeted across Sky’s platforms and to benefit from the wealth of data that we’ll gain through Sky’s ability to engage with their audience. JD Williams is all about making women feel amazing, and we’re confident that our new campaign will resonate with our customers.”

Karin Seymour, Director of Client and Marketing at Sky Media, added: “Our JD Williams partnership is a brilliant example of a modern integrated partnership. Production, access to talent and advanced data sharing means that together with Channel 5 and the7Stars, we can drive JD Williams’ business forward by connecting and engaging their ideal audience.”

Peter Dale, VP, UK Ad Sales & Commercial Development, Paramount said: “This bespoke creative partnership is a brilliant example of how advertisers can align themselves with Channel 5 and our high-profile talent to engage and entertain viewers through distinctive, effective campaigns.”

Zach Al-Moajil Cole at the7stars, added: “This is a great branded-content series with a fabulous talent line-up that both reflects and empowers the audience it serves – magnificent mid-life women. It has been a truly collaborative project and it’s great to see the media strategy evolve into a fully integrated, data-fuelled activation incorporating more assets and channels, to really build on the success from last year.”

The drama continues as Simba’s 2024 sponsorship becomes
Channel 5’s biggest ever deal

Sky Media and Paramount UK have announced that Simba Hybrid will be the official sponsor of drama on Channel 5, plus the broadcaster’s ‘Evening’ programming strand, as well as on demand platform My5 throughout 2024.

The seven figure, one-year partnership represents Channel 5’s biggest ever sponsorship and sees the British sleep tech brand renew its successful 2023 sponsorship campaign.

Across 2024, Simba’s 15, 10 and 5” idents will showcase the brand’s Hybrid Mattress and feature around new and returning original dramas and popular titles including Dalgliesh and The Hardacres, Wife on Strike and Police: Suspect No.1.
Simba first aired as a Channel 5 sponsor in July 2022 for 6 months and doubled its investment in 2023 – sponsoring My5, Dramas on Channel 5 and Evenings on C5 across the year, which helped the brand reach 60% of all ABC1 Adults and 25-54 year olds.

This was driven by the continued success of new Channel 5 dramas such as The Inheritance and The Catch as well as the return of The Madame Blanc Mysteries and much-loved All Creatures Great and Small. Portillo’s Andalucia, Susan Calman’s Grand Day Out and Police Interceptors also drew viewers to Channel 5’s evening schedule of programming.

In October, Simba co-sponsored the broadcaster’s ICC Men’s Cricket World Cup coverage, further extending their relationship with Channel 5 and reaching a broader male audience. The 2024 renewal deal was brokered by media agency, Wake the Bear.
Channel 5 is the only commercial PSB channel to have grown its total share of audience across peak time so far this year.

Jonathan Moore at Simba said “Partnering with Channel 5 has been a game-changer for us in the advertising landscape. Their dynamic approach, coupled with a commitment to excellence and continued audience growth, has provided our brand with unprecedented exposure and success.”

Peter Dale, VP, UK Ad Sales & Commercial Development, Paramount has said “We’re delighted to continue our partnership with Simba into 2024. It’s testament to the strength of being associated with Channel 5’s popular peak time shows and critically acclaimed original drama, which delivers strong audiences on both Channel 5 and My5.”

Karin Seymour, Director of Client and Marketing at Sky Media said: “It’s fantastic to see the partnership between Simba and Channel 5 continue. This is Channel 5’s biggest ever sponsorship deal and shows the faith brands have in using TV to drive ROI and brand fame.”