Hiscox signs up to sponsor 'Intelligent Thinking on 4'

LONDON - Insurance firm Hiscox has signed a six-figure sponsorship deal with Channel 4 covering a series of programmes collectively known as 'Intelligent Thinking on 4' from the end of May.

Genius of 3: part of 'Intelligent Thinking on 4'
Genius of 3: part of 'Intelligent Thinking on 4'

The sponsorship, which was negotiated by content agency Drum PHD and planned by media planning agency Acquity, includes 'The Genius of Britain', a major new science series starring Stephen Hawking and Richard Dawkins.

Other programmes include 'The Miracle of British Art', a new six-part arts series, and 'Building The Titanic', a five-part series which takes new perspective on the ship by looking at the working-class people who made it.

It is Hiscox's first broadcast sponsorship. All the programmes, which are part of 'Intelligent Thinking on 4', will have Hiscox bumpers made by creative agency VCCP when they are shown on Channel 4, More4 as well as PC and TV video on demand.

The ads will be complemented by special events. The first event is the launch of 'The Genius of Britain' later this month with a special talk at The Science Museum Lates on 26 May and will feature speakers from the series such as Hawking and James Dyson.

Annabel Venner, head of marketing at Hiscox UK, said: "Intelligent Thinking on 4 puts our specialist small business and home insurance in front of our core audience demographic, and the set of idents produced really bring our brand promise to life.

"We're excited to be back on TV for the first time in two years with our first ever broadcast sponsorship and look forward to the response from our customer base."

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