C4 secures sponsorship for two new programmes

Channel 4 has brokered two sponsorship deals: one for a new early evening music and entertainment show starring Zoe Ball, the other a series combining gardening and cookery – the first of its kind on TV. Both deals were negotiated by Drum PHD. Right About Now, to begin on November 9, will be sponsored by Wella Shockwaves. Episode one will feature guests Paul Whitehouse, Kate Winslet and David Bowie. The programme is produced by Ginger Television. Drum PHD account director David Liversage says the deal “continues Wella’s strategy of targeting style-conscious, media-literate young people.” Wella achieved a high profile for its previous sponsorship of C4’s Friends. The sponsorship credits, featuring a character called Craig whose unruly hair contrasts with other figures who use Wella Shockwaves products, were created by C4’s creative services team in conjunction with Wella and Drum PHD. Meanwhile, Fork to Fork, in which celebrity gardener Monty Don and his wife Sarah will explain how to grow organic food and create healthy dishes from it, will be sponsored by Seeds of Change. The Mars-owned company, which only supplies organic food, launched recently in the UK. Marketing manager Lynn Simpson says the sponsorship deal is “a key constituent” of its launch strategy. The sponsorship credits were created by D’Arcy, and the programme produced by Flashback. The Fork to Fork series on C4’s Website will include a link to the Seeds of Change Website.


Philips chief steps down due to ill health

Marketing Week

Philips Electronics global marketing chief Gerard Dufour has left the company after suffering two major heart attacks, sources have confirmed. Dufour was hired three years ago from Philips’ advertising agency Euro RSCG. He is widely credited with introducing a branding and marketing culture at the electronics giant and revitalising its staid image. As senior director […]

BARB to offer in-depth digital data

Marketing Week

The measurement of digital TV viewing is about to take a major step forward with the launch of new, more detailed data later this month. The Broadcasters’ Audience Research Board (BARB) is to release the first set of improved data for the week ending November 7, which will be available to the media industry from […]

Cheap Net rates to benefit public institutions

Marketing Week

Prime Minister Tony Blair and telecommunications watchdog Oftel have set out proposals for public institutions to benefit from cheap Internet rates. In a separate consultation document issued at the same time Oftel says that mobile phone operators Vodafone and BTCellnet have market influence, meaning they are able “to raise prices above the competitive level for […]


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