Wickes strike new partnership with C4's biggest strand, Homes on 4

7 November 2016

4Sales today announced that Wickes is the new sponsor of Channel 4’s largest programme strand, Homes on 4, beginning in 2017.

The multimillion pound partnership will see the retailer’s sponsorship idents appear around some of Channel 4’s most popular programming including Location, Location, Location, George Clarke’s Amazing Spaces, Grand Designs, in which the current series is attracting up to 3 million viewers each week – and a host of new titles for next year including How To Be Mortgage Free: Design Your Way Out Of Debt.

The partnership, struck together with Wickes' media agency, Carat and The Story Lab, also includes an original All 4 series, digital activation and use of the Homes on 4 brand in store and on digital platforms.

 The competition for the Homes on 4 partnership was particularly strong with a number of brands keen to become the strand’s new partner, demonstrating the enduring robustness of the sponsorship market across 4Sales.

Jonathan Allan, Sales Director at Channel 4 said: “We're thrilled to welcome Wickes as our new Homes on 4 partner following a particularly competitive bidding process for this commercially proven strand. Our innovative multi-platform partnerships have significantly energised our sponsorship market, with many of our long running partners renewing multi-year deals. This is a testimony to the strength of our programming and sponsorship-driven brand awareness.”

Matthew Gaunt, Head of Brand Communications at Wickes said: “This partnership with Homes on 4 is a major step forward for Wickes and perfectly timed after two years transforming our stores and our ranges. The new modern Wickes is a brand that will inspire and encourage every home improver to have the confidence to take on a project of any size, big or small.  And be the place to help customers do it right, because ultimately, these are our homes and they matter!

“In addition to the television strands we are very excited about the pairing of two challenger brands in Wickes and Channel 4 both with a real authority in Home Improvement to create a new digital series which we will be making in partnership with Channel 4 that we hope will push the boundaries and challenge perceptions."

Mark Hughes, Group Client Partner at Carat said: “Our work with Wickes is all about getting more people to choose Wickes to get the projects they want done, done right. We’ve worked closely with Wickes and with The Story Lab to find the best way to do this and the Homes on 4 partnership is the best possible property through which to make this happen. We are hugely excited about what this means for Wickes and their ambitions for growth.”

Rachel Gibbs-McNeil, Head of The Story Lab said: “We are constantly on the search for properties in the market that can deliver true collaboration between complimentary brands, whilst delivering on wider business outcomes. We believe that the Wickes and Homes on 4 partnership is the perfect manifestation of this and we are delighted it has come to fruition and are looking forward to bringing it to life.”

The partnership was brokered by Rupinder Downie, Partnerships Controller and Melanie Ball, Partnerships Account Manager at Channel 4, with oversight from Carat and Jenna Waller and Jack Davidson at The Story Lab.

Notes to Editors

About Wickes

Wickes has more than 235 stores nationwide including 14 Kitchen and Bathroom standalones and is the trusted name in home improvement and the building trade. Catering for everyone from first time DIYers to skilled tradesmen, Wickes is dedicated to bringing better value by providing quality materials and equipment for DIY or trade use.

Wickes’ one hour Click & Collect service allows people to order a comprehensive selection of products online and then collect from their local store in just one hour. Wickes offers a choice of more than 13,000 inspirational home improvement products including stunning kitchen and bathroom ranges, as well as lighting, wallpaper, tiles, flooring and power tools and more than 150 stunning colours of paint to produce a flawless finish on walls, wood and masonry. For more information, please visit: www.wickes.co.uk  

About Carat

Carat’s mission is to Redefine Media. Carat creates better business outcomes for clients through the command of media convergence. The world’s first media agency, Carat is part of Dentsu Aegis Network, the global communications network Innovating the Way Brands Are Built. Consistently at the top of RECMA’s Global Qualitative Evaluation ranking, Carat serves clients in 150 countries via a network of 10,000 talented staff. For more information, visit Carat.co.uk or follow @CaratUK.

About The Story Lab

The Story Lab is the home of world-class entertainment content. The company finances, develops and distributes original, premium entertainment content and has a footprint in 15 markets. The Story Lab has production, broadcasting and distribution partners in multiple territories across the world and contacts with the biggest broadcasters and OTT/VoD services. It is part of the Dentsu Aegis Network.