MEDIA: Wella to follow Friends to Sky

Wella has clinched a deal to sponsor the new series of Friends on Sky Television in a move which places a question mark over its high-profile association with Channel 4.

Wella has clinched a deal to sponsor the new series of Friends on

Sky Television in a move which places a question mark over its

high-profile association with Channel 4.



The haircare company has struck a pounds 500,000 deal through Drum PHD

to promote its shampoo and conditioner brand, Experience, by sponsoring

the fourth series of Friends.



The series will be shown exclusively on Sky One from January next year

and will run for 22 episodes.



The pounds 5m deal with Channel 4, which was signed last February, is

currently under review.



The current series of Friends ends this week and sources suggest Wella

may not renew the deal and is considering cutting back substantially on

its above-the-line expenditure.



Heather Cooper, marketing group manager at Wella, said that the Channel

4 review would be concluded in the ’fairly near future’.



She added that the Sky deal was the basis for a burst of other marketing

activity on the brand.



Cooper declined to reveal details but said that Experience was keen to

exploit its association with Friends to the full throughout 1998.



Cooper acknowledged that Friends would attract a smaller audience on Sky

than it had on Channel 4 but she said that different audience levels had

been worked into the terms of the new contract.



The new series of Friends is expected to reach an audience of over a

million a week on Sky One. On Channel 4, previous series have attracted

audiences of up to five million.



Sue Watson, sponsorship sales controller at Sky, said: ’Friends

constitutes a major part of our ’See it first on Sky’ programming

strategy.’



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer