The Week: Media news - Diageo to sponsor C4 films

Diageo has signed a £5 million, 12-month deal to sponsor films across Channel 4 stations.

The company plans to promote its Guinness and Baileys brands via idents on all films from 6pm onwards on C4, E4, More4 and Film4. Female-targeted films will carry Baileys idents, which will be created by JWT, while those aimed at men will carry Guinness spots, created by Abbott Mead Vickers BBDO.