ITV has secured a sponsorship deal with the Elida-Faberge brand
The deal will cost Dove pounds 500,000 and was negotiated by Carlton’s
head of sponsorship Andy Thompson, on behalf of ITV, and Debbie Fryett
of MGA Broadcasting, on behalf of Dove.
The creative is being handled by Ogilvy & Mather, Dove’s advertising
The toiletries brand is sponsoring a series of nine films on Saturday
evenings, which kicked off last Saturday with Sleepless in Seattle. This
will be followed by the The Pelican Brief, When a Man Loves a Woman,
While You Were Sleeping, The Age of Innocence, Hannah and her Sisters,
Married to the Mob, Angie and Born Yesterday.
Thompson said: ’It’s great to see another Unilever brand supporting
sponsorship on ITV. The showcase offers the perfect place to increase
awareness and enhance Dove’s image with its target audience.’
The deal is part of a growing trend for brands to sponsor themed films
and programmes, and will be backed up by magazine advertising and online
activities. Dove is to sponsor the film section in TV Times and a
competition offering TV Times readers health spa breaks as prizes.
Malcolm Grant, chief executive of MGA, said: ’Dove was looking for a way
of communicating to a predominantly female audience in an entertaining
yet personal way. The ITV film showcase features female icons and is the
perfect vehicle for reaching this key market.’
A Dove spokesperson said: ’Dove has an extremely loyal following and the
brand has a commitment to facilitate and endorse quality time for