Amex backs new C4 food documentary

American Express has signed its first TV sponsorship deal, linking its brand to a Channel 4 documentary series that starts this week.

The series, called “If You Can’t Stand The Heat”, goes behind the scenes of the food industry to help six ailing businesses turn their fortunes round.

The show reveals that 40 per cent of restaurants never reach their second birthday, and looks at why this happens and what can be done to save them. The broadcast sponsorship will support Amex’s charge card business and its “do more” brand positioning, the line used in its advertising.

Sarah Alspach, head of UK advertising at American Express, says: “Amex is excited about sponsoring a programme which brings to life our brand philosophy of helping people ‘do more’ in their profes-sional lives.”

The sponsorship credits have been made by Channel 4’s in-house creative team.

Melanie Briggs, Channel 4 sponsorship account manager, who negotiated the deal with American Express media agency Carat, says: “Amex is a premium brand and a perfect partner for both the series and the channel.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here