Addiction wins B&Q sponsorship ident work for Channel 4 shows

B&Q has appointed Addiction to handle its 5m sponsorship idents. The independent agency beat advertising incumbent JWT London to win the account.

B%26QB&Q has appointed Addiction to handle its £5m sponsorship idents. The independent agency beat advertising incumbent JWT London to win the account.

Addiction also pitched against 4Creative, the in-house agency at Channel 4 that is being downsized due to cost-cutting measures at the broadcaster.

The appointment follows B&Q’s decision to sponsor Channel 4’s property strand, 4homes, for the next year. The deal begins on January 1 and is B&Q’s biggest sponsorship deal.

Addiction will develop sponsorship idents for the series and shows in the strand. It includes Grand Designs, Property Ladder, Location Location Location and Relocation Relocation across C4, E4, More 4 and video-on-demand content online. Channel 4 is also expected to launch new property formats in 2009 to reflect the changing property climate.

Addiction specialises in sponsorship work and has run ident campaigns for a number of brands across broadcasters, including ITV, and Virgin Media channels.

JWT has held the advertising account since 2003. Its latest work for the DIY and hardware store broke in October and reintroduced its staff as the stars of its advertising. The campaign “Real staff, real value” charted the progress of B&Q workers as they rehearsed their lines for the ads.

The sponsorship deal aims to position B&Q alongside “quality property programming” in a bid to encourage consumers to re-evaluate the brand.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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