First The Only Way is Marbs PP Deal Signed

ITV, Lime Pictures and the7stars today announced an agreement with Ministry of Sound, which will see the first paid-for-placement of a brand in The Only Way Is Essex franchise.

The deal, negotiated by ITV Commercial and the7Stars on behalf of Ministry of Sound, will see a selection of the cast from The Only Way is Marbs attend Ministry of Sound’s launch party for their upcoming album, ‘Marbella Sessions’. Music and branding from the album will appear on screen as part of the deal, which airs on ITV2 on 2nd and 5th June. The partnership will be supported by a licensing agreement and social media activity, as well as an on-air and digital advertising campaign.

Alice Schofield, Head of Compilations at Ministry of Sound, said: “We have seen a clear reaction to our adverts being aired during The Only Way is Essex and with the increase in multi-screen viewing habits it felt like the right time to develop our marketing strategy with a more integrated advertising campaign.”

Katherine Marlow, Branded Content Manager, ITV said: “Marbella Sessions is a great, natural brand fit for The Only Way Is Marbs and we look forward to activating the partnership both on and off air.”

Kate Little, Joint MD of Lime Pictures said: “We are delighted to be joining forces with The Ministry of Sound for The Only Way is Marbs. The album featuring on the show represents a natural union for our viewers.”

Rhiannon Murphy, Head of TV at the7stars added: “It is vital that we continue to innovate and build deeper relationships with consumers. The Only Way is Marbs and Marbella Sessions are a natural fit with a clear synergy between the album, its target audience and viewers of the show. This partnership has allowed us to be truly integrated, ensuring Ministry of Sound remains front of mind during the summer months.”

The Only Way is Marbs follows the cast of The Only Way Is Essex in two special episodes filmed in Spain. The last episode of The Only Way Is Marbs attracted an average audience of 1.1 million viewers and a 6.5% share of the audience.