St. James’s Place (SJP), the UK’s largest financial advice company, today announced its first-ever TV sponsorship on Sky Arts. The creative will aim to drive brand awareness for St. James’s Place and bring invaluable advice to life for its viewers.
SJP’s sponsorship, facilitated by Sky Media and Mindshare UK, targets a diverse audience, directly comparable to those watching the wide-reaching free-to-air channel. With the campaign launching on the Easter weekend, from April 1 2024, audiences will see the ident creatives play out across Sky Arts with 15 second intros and 5 second centre breaks.
Coupled with a relevant audience fit, the partnership between St. James’s Place and Sky Arts stems from the brands’ synergies. Both companies share a purpose: making their respective services – financial advice and world-class content – more accessible and relevant to more people.
The creative, which was created and produced by Recipe, shares the financial brand’s promise to consumers of offering “Invaluable Advice” throughout life’s journey. Blending the power of this “Invaluable Advice”, each of the idents 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 objective is to showcase a moment of advice shared between student and mentor, primarily but not exclusively, sourced from Trinity Laban conservatoire of music and dance.
SJP’s sponsorship is part of a wider brand campaign, which launched on 16 March 2024 and will run with multi-channel activity across TV, BVOD, Radio, OOH, Social and Digital platforms (including Sky Media’s AdVance).
Liz Kelly, Chief Corporate Affairs Officer at St. James’s Place, says: “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.”
Karin Seymour, Director of Client & Marketing at Sky Media, commented: “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.”
Ross Minton, Head of Invention and Partner at Mindshare UK, added: “In today’s diverse media landscape, it’s essential for brands to make meaningful connections with their audiences. This sponsorship not only aligns perfectly with the values of both organisations but also allows St. James’s Place to reach a wide and varied audience. We’re excited to see how this collaboration will elevate the brand’s visibility and reinforce its commitment to providing invaluable financial advice.”
