The partnership originated and brokered by Electric-Glue.
Matalan will broadcast bi-weekly bespoke fashion and style show on their online and digital platforms, in the content-led partnership.
Matalan will be creating Matalan Presents: The Show, produced by ITN Productions for ITV AdVentures. Presented by Denise Van Outen, it will also include Paula Moore, Fashion Director for Woman, Caroline Baxter, Group Fashion Director for Woman, Womans Own, Essentials and Womans Weekly, and Josh Newis-Smith, Shopping Editor for InStyle.
Lillian Betty, Head of Strategic Partnerships, The Foundry, Time Inc. UK, comments: We are excited to be part of this unique and ground-breaking project. The powerful mix of our unparalleled audience knowledge, cross platform reach, leading brands and trusted editorial voice make us the perfect partner. Great content works best when it is entertaining and useful to audiences and that is precisely what this partnership delivers.
Matalans Marketing Director, Simon Lee comments: "At Matalan we always put the customer needs first and this is an exciting step forward for us in our mission to provide her with great fashion advice whilst ensuring that her best interests are constantly front of mind. This signifies the beginning of a new relationship as we begin to create a two way conversation with her in order to become her trusted advisor.
ITVs Deputy Director of Commercial, Simon Daglish, said: When we launched ITV AdVentures our aim was to produce bespoke content for advertisers which offered creativity and engagement far beyond a standard campaign and this partnership with Matalan and Time Inc. UK is a fantastic example of that. By creating this content led strategy for Matalan were able to showcase the brand in a really fresh way for their customers.
The first show launches on Monday 5
th September, and will be available to view on Matalans
website, app and YouTube channel.
