St James’s Place launches Sky Arts sponsorship

Alex Sword


The Financial Services Forum

St James’s Place has launched a sponsorship of Sky Arts as part of its new brand campaign.

From 1 April, the SJP films will bookend programming and ad breaks on the channels.

The creative builds on the ‘Invaluable Advice’ campaign, launched in March. The theme of the campaign is drawing comparisons between financial advice and the other types of advice an individual might receive during their lifetime.

Each of the sponsorship films features an individual who has excelled in a particular artistic field, showcasing a moment of advice between them and a mentor.

It is part of the existing ‘Invaluable Advice’ campaign, launched on 16 March. The centrepiece is a TV advert, which tells the story of a father and his daughter progressing through life from birth through childhood and relationships. As his daughter grows up, the father gives various forms of parental advice.

This is juxtaposed with an SJP professional giving the father some advice about his retirement.

The Sky Arts partnership was arranged through Sky Media and media planning agency Mindshare UK.

Liz Kelly, Chief Corporate Affairs Officer at St. James’s Place, says: “Sky Arts varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life. We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.”

Karin Seymour, Director of Client & Marketing at Sky Media, commented: “TV is the perfect media platform for building trust at scale and Sky Arts is the perfect creative platform for St James’s Place to share its brand story and expertise with a diverse audience that has a myriad of interests. We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.”

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