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Lancashire firm to sponsor Afternoons on 4


Carat and Channel 4’s 4Sales team in Manchester have brokered a 12-month deal with Key Equity Release.

The sponsorship of Afternoons on 4 is the Preston-based company’s first broadcast sponsorship and it’s worked with McCann Manchester on the creative.

“Our campaign during 2020 was all about educating our audience around the fact that equity release is a really modern flexible product and the personalised advice service Key offers,” explained Chris Bibby, CMO at Key Group.

“We’re now building on that brand recognition and building trust in Key, so we are excited to see how the sponsorship resonates with our core audience. The afternoon programme strand is a perfect fit for our consumers.”

The brand is aimed at the over-55s and will have idents running on programmes including Mend it for Money, Drawers Off and Countdown.

McCann has produced 5, 10 and 15 second animations, which were created by Studio AKA and voiced by actor Kevin Whatley.

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