St James’s Place (SJP), has announced its first ever TV sponsorship on Sky Arts, which will aim to “drive brand awareness” and “bring invaluable advice to life for its viewers”.
The campaign will launch during Easter weekend, and from 1 April 2024 audiences will be able to view 15-second intros and five-second centre breaks.
SJP’s sponsorship has been facilitated by Sky Media and Mindshare UK.
Mindshare has already worked with SJP to launch its first ever national brand advertising campaign on TV. It aired on 16 March 2024 with a TV advert on ITV1 during the France vs England Six Nations rugby match.
This sponsorship is part of the wider brand campaign launched in March.
SJP said it shares a purpose with Sky Arts “making their respective services – financial advice and world-class content – more accessible and relevant to more people”.
The UK’s largest financial advice company also said Sky Arts has a relevant audience fit with SJP.
The sponsorship was created and produced by Recipe, an independent advertising agency based in London.
It showcases the “financial brand’s promise to consumers of offering ‘Invaluable Advice’ throughout life’s journey”.
Each sponsorship ident “features individuals with a passion and authentic expertise for the artistic discipline they are portraying, across photography, dance, portraiture, landscape painting, fashion design and music”.
The idea is to show a moment of advice between a student and mentor sourced from Trinity Laban conservatoire of music and dance.
SJP chief corporate affairs officer Liz Kelly said: “We are delighted to join forces with Sky Arts. Sky Arts’ varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life.
“We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.”
Sky Media director of client and marketing Karin Seymour added: “TV is the perfect media platform for building trust at scale and Sky Arts is the perfect creative platform for St James’s Place to share its brand story and expertise with a diverse audience that has a myriad of interests.
“We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.”
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