Media mix: Pets at Home; The Write Angle & more

PETS at Home has renewed its sponsorship of hit ITV show Paul O’Grady: For the Love of Dogs for a second year.

The Cheshire company, based at Handford between Wilmslow and Stockport, will continue a fully integrated partnership with the programme, which returns for its fourth series on October 8.

The pet retailer and the show, which follows Paul O’Grady and team members at Battersea Dogs and Cats Home as they work to re-home dogs, will promote the partnership via broadcast, online, mobile and licensing elements. This approach will bring both brands to as many dog-loving fans as possible.

Scott Jefferson, marketing director at Pets at Home said: “We’re incredibly proud to be sponsoring another season of Paul O’Grady: For the Love of Dogs. The series showcases the hard work of the dedicated Battersea Cats and Dogs Home team, as well as highlighting the number of rescue dogs desperately in need of a new and loving home.

“Our continued work with the programme also allows us to use idents to focus on some of our customers’ own special moments with their pets, along with highlighting a selection of the services and products we provide to keep the nation’s pets happy and healthy.”

Since its launch in 2012, Paul O’Grady: For the Love of Dogs has had significantly high viewing figures, drawing up to 8.6 million viewers during its 2014 series, equating to 32 per cent of the audience market share.

The programme has also secured two National Television Awards and was BAFTA nominated in 2013.

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THE Write Angle is celebrating a new client win with  training and professional development company MLP Training.

The Chorley marketing communications agency has been appointed to raise awareness of Bury-based MLP, which provides specialist sales training to companies across the globe and celebrates its 25th anniversary this year.

TWA is tasked with creating interesting content around the benefits of personal development and sales training, using thought leadership and case studies of MLP’s key clients including Raleigh, Volvo and Wurth. The content will be shared via media, social and e-communications channels.

Angela Smith, managing director at The Write Angle, said: “It’s fantastic to be working with a leading company in the professional training industry and enables us to utilise our vast expertise in the sector. The team are using their various skills in content creation in a creative and informative way to help MLP achieve its specific business goals.”

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COMMUNICATIONS agency, Rule 5, based at MediaCityUK in Salford has been appointed by online retailer Want That Trend.

The news comes as the womenswear specialist, which launched in April of this year, looks to significantly expand the business in the UK and Canada.

Rule 5 is tasked with delivering a brand communications strategy to include a multi-platform social media campaign, media and blogger relations, celebrity product placement and business profiling. 

The account will be led by account director, Alexandra Beech, with strategic guidance from founding director Julie Wilson.