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Bradford-headquartered Freemans becomes Loose Women sponsor


Freemans, the digital department store, has announced an all-new partnership with ITV’s Loose Women, lasting two years.

The six-figure, cross-platform sponsorship campaign, the first for Freemans, will launch on-air from May 2nd, and follows collaboration between Manchester-based teams at dentsu-owned iProspect and The Story Lab, along with ITV Media.

The Production Factory is also working directly with Freemans to produce creative content for the retailer.

It is set to include idents at the beginning, end and during the programme – voiced by panelist Nadia Sawalha – and digital sponsorship bumpers on ITV Hub and Loose Women’s digital sites. It will also include “proud to sponsor” messages across Freemans’ owned channels.

Richard Cristofoli, Chief Customer Officer at Freemans, said:  “Loose Women is a show that goes all out to celebrate women in an honest, authentic, accessible, empowering, relatable and diverse way – values that align perfectly with Freemans and the journey we are on to be the digital department store of choice.”

Heidi Kenyon-Smith, Client MD at iProspect, added: “This exciting new partnership, delivered through our team in Manchester, enables Freemans to positively benefit from association with ITV’s much-loved Loose Women year-round, reaching a significant key audience.

“It marks an important next step in their brand reinvention, will help drive brand reappraisal and is a great example of how iProspect collaborates with dentsu colleagues at The Story Lab to create effective solutions for our clients.”

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