St. James Place (SJP) has partnered with Sky Arts to debut its first sponsorship as it aims to drive brand awareness.

Created in partnership with ad agency Recipe, the move showcases the brand’s promise to offer customers ‘Invaluable Advice’ throughout life’s journey.

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As a result, the creative will play across Sky Arts with 15” intros and 5” centre breaks and features SJP’s passion and expertise across several artistic disciplines, from dance, photography and music to fashion design and landscape painting.

Sky Media Director of Client and Marketing, Karin Seymour said: “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.”

SJP Chief Corporate Affairs Officer, Liz Kelly, added: “We are delighted to join forces with Sky Arts. 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.”