St. James’s Place (SJP), the UK’s largest financial advice company, today announces 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.”
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Notes to Editors:
See St James’s Place TV creative here: https://www.sjp.co.uk/individuals/skyarts
Images available on request.
St. James’s Place media contact:
Jill Parsons, Senior Media Relations Manager
07342 077904
About St. James’s Place
St. James’s Place (SJP) is a leading UK financial advice organisation. Founded in 1991, SJP was listed on the London Stock Exchange in 1997 and is a FTSE company with £168.2billion funds under management. The company provides face-to-face advice via its 4,834 qualified advisers, based on clients’ individual needs and circumstances, adapting the advice as requirements change over time to ensure that recommendations remain appropriate.
About Sky Arts
Sky Arts exists to bring more art to more people across the UK. In 2020, with the creative industries under serious threat, we threw open our doors to make the channel free for everyone to watch. We’ve redoubled our mission to increase access to the arts and we’re committed to getting everyone involved as the industry moves from strength to strength. The fact is, we need the arts like never before, and Sky Arts brings them straight to your living room.
We have something for everyone, championing creative talent by showcasing the best in music, theatre, dance, literature, opera and visual art. From Glyndebourne to the Isle of Wight Festival and Botticelli to Barbara Kingsolver, we’ve got your passions covered. Millions of viewers tune in to hit returning series such as Portrait Artist of the Year, but our acclaimed new programmes might take you anywhere from the quiet calm of Hockney’s studio to headbanging with Black Sabbath.
Collaboration is at the heart of what we do. Sky Arts is the headline sponsor of National Theatre Live in the UK and we work with cultural partners across the country including the English National Opera, Bristol Old Vic, Tate, Creative UK and the Crafts Council to name but a few.
You can watch Sky Arts for free on Freeview channel 36 and Freesat channel 147. If you’ve got Sky or a Now TV entertainment pass, you can also watch over 2,000 hours of shows exclusively on demand.
About Sky Media
Sky Media is the advertising sales arm of Sky, helping businesses of all shapes and sizes to grow. Through world-class premium content & channels, combined with market-leading data-driven innovations like AdSmart, Sky Media gives brands access to audiences wherever they are, however they watch.
Reaching over 93% of the UK population, Sky Media represents over 130 channels including all of Sky’s quality channels and sites including Sky Sports, Sky News, Sky Max, Sky Showcase, Sky Cinema, Sky Arts, Sky Atlantic, Sky Crime, Sky Comedy, Sky Witness, Sky Nature, Sky Documentaries and Sky HISTORY. Sky Media also sells on behalf of a range of renowned broadcasters including Paramount (Channel 5, MTV, Comedy Central), Warner Bros. Discovery (Discovery, Quest, TNT Sports), GREAT!, A+E Networks and AMC Networks. As Europe’s leading direct-to-consumer media and entertainment company and owned by Comcast NBCUniversal, Sky Media has a truly global footprint. So whether local, national or international, new to TV, a startup looking to scale quickly or an established brand; Sky Media’s award-winning solutions deliver for brands.
Website: www.SkyMedia.co.uk
LinkedIn: https://www.linkedin.com/company/sky-media-uk/
Website: www.Adsmartfromsky.co.uk
LinkedIn: https://www.linkedin.com/company/adsmart-from-sky/
About Mindshare UK
Underpinned by our values of Empathy, Energy and Impact, Mindshare offers clients full-service media agency capabilities. Together we generate growth for our clients that is enduring, diversified and sustainable. We drive this Good Growth by placing people at the heart of what we do through the intentional use of media. We work with some of the most famous businesses and brands in the UK – such as Unilever, KFC, UK Government, LV=, Ford, Weetabix, Vinted, Marks & Spencer and TK Maxx. We are fiercely proud of our open and inclusive culture – everyone, and their opinion, is respected and welcome. Mindshare is part of GroupM and ranked 4th by billings in the UK.