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Penny Teale, commercial director at Focus, said the show's ethos of "making DIY accessible" fitted well with its brand. She added that the show was "must-see TV" for its target audience.
60 Minute Makeover revamps four rooms in an hour, using DIY techniques that viewers can apply to their own homes.
The creative for the sponsorship was devised by London-based agency Krow Communications and features the slogan "Deals to DIY for". Mediaedge:cia handled negotiations for the sponsorship, which ends on the 12 June.
Last week, Focus DIY split its £10m media planning and buying business between Edwards Groom Saunders and The7Stars, after an alleged dispute over credit insurance with incumbent Mediaedge:cia Manchester.
MEC Manchester has held both parts of the media business for the past four years. Previously, the account was handled for three years by MEC in London.
Television
Tristan O'Carroll, Media Week, 06 April 2009, 09:55am
Focus DIY to sponsor ITV1's 60 Minute Makeover
LONDON - Focus DIY is to sponsor ITV1's daytime programme, 60 Minute Makeover, for two months from 20 April.
Focus DIY: to sponsor 60 Minute Makeover
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