Client: American Express Agency: TMD Carat Buyer: Mark Griffiths

Client: American Express

Agency: TMD Carat

Buyer: Mark Griffiths

Client: Littlewoods Pools

Agency: BBJ

Buyer: Shaun Jordan

Client: Orange

Agency: WCRS

Buyer: Peter Bennett

Programme: Champions’ League, Juventus vs Manchester United

TV station: ITV Granada/Border

Date: 11 September, 19.20

Break transmission time: 20.15

Barb: 26.7 16-34 men TVRs (live)

Mike Southgate, ITV’s head of sport, says that ITV’s Champions’ League

broadcasts represent a unique advertising opportunity, with or without

UK team interest. Still, ITV will be hoping that Manchester United will

garner enough points to get them through to the quarter final.

The kick-off match, Manchester United versus Juventus, certainly got ITV

off to a good start, doing the numbers against young and upmarket male


Six advertisers lined up in the first ad break during half time: Adidas,

Rover 200, American Express, Littlewoods Pools, Toshiba laptop and


For most advertisers the fact that this was the first match of the

competition was the major draw.

The AB male audience and the dearth of programmes likely to generate

such demographics attracted American Express to the break.

For Littlewoods Pools the attraction of the male audience was

complemented by the obvious synergy between the football match and the

ad’s creative treatment.

It was a similar story for Orange, which has often taken the opportunity

to associate itself with high-profile, quality sporting events.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).