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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now