IPC And MTV Form Marketing Partnership

IPC Ignite! and MTV have announced details of a “far reaching” marketing partnership encompassing joint advertising initiatives and masthead programming for brands including NME, Loaded and Muzik.

The partnership, which is part of an initiative by the two companies to raise awareness of their brands among 18-24 year-olds, will see IPC’s music title NME launch a masthead television series over the MTV network, while its men’s lifestyle title Loaded will sponsor MTV’s comedy show Jackass.

In addition, IPC’s film and music magazine Uncut will renew its sponsorship of VH-1’s Behind The Music programme, Loaded and MTV Dance will get together for the MTV Mediterranean Dance Tour and MTV will sponsor NME‘s Fresher Tour in September.

Commenting on the deal, IPC Ignite’s head of marketing, Niall McKinney, said: “I have long thought that MTV and IPC Ignite were talking to the same audience. There is an obvious link between MTV and our music titles, but there are also a host of other opportunities linking MTV’s humour and lifestyle programming to the Loaded brand.”

Head of marketing for MTV Networks, Simon Downing, added: “This is a great opportunity to maximise the synergy of both brands and develop a multi-platform approach in which we can communicate to our market.”

Last week IPC Ignite! announced a one year, multi-media sponsorship deal for NME worth £1.5m, with Miller Genuine Draft. The deal, titled “Bring It On” will run across digital, live and paper platforms from May this year (see £1.5m Sponsorship Deal For NME).

IPC Media: 0870 4445000 www.ipc.co.uk MTV: 020 7284 7777 www.mtv.co.uk

Recent Sponsorship stories from MediaTel NewsLine: Chrysalis Brings Tetley To Heart Listeners £1.5m Sponsorship Deal For NME Capital Partners Safeway For ‘Picnic 2002’

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