November 01, 2011 06:44 ET

ITV and Nationwide Announce Product Placement Agreement

LONDON, UNITED KINGDOM--(Marketwire - Nov. 1, 2011) - ITV and Nationwide Building Society today announced an agreement which will see the first paid-for-placement of a product in the nation's most popular soap, Coronation Street.

The product, a Nationwide ATM, has been placed inside Dev's shop and a branded swing board has also been placed outside the shop. These may appear in episodes transmitted on screen from week commencing 14th November 2011.

Andy McQueen, Marketing Director, Nationwide said:

"We are really excited to be working with Coronation Street by providing an ATM for Dev's shop to bring Nationwide into the everyday lives of its 9 million viewers."

"We are always looking for new ways to engage with our existing members and new customers and feel that this partnership fits in really well with our overall marketing approach."

"This is part of our ongoing campaign 'On your Side' which launched in September targeting existing and new customers which focuses on how we as a Building Society are here for our customers."

Gary Knight, Commercial Content Director, ITV said:

"I am delighted that the first steps into Product Placement for Britain's best loved soap, will be with the Nationwide Building Society, who also enjoy such a strong and close relationship with the British public."

"Editorial integrity remains at the heart of what we do as we continue to talk our clients about a number of product placement opportunities, spanning a range of programmes and channels."

Nick Price, Head of Contentat, MPG Media Contacts, who brokered the deal, added:

"This is the first product placement deal for one of ITV's flagship peak-time shows, and we believe it will be the tipping point for a wave of new product placement deals over the coming year. We are very proud to be delivering the first product placement partnership for Nationwide Building Society, demonstrating that we are continuously extending our capabilities for our clients to access in this modern media world."

About Nationwide

Nationwide Building Society is the world's largest building society and a top-three provider of mortgages and savings in the UK. It is also a major provider of current accounts, credit cards and personal loans. With around 16 million members, Nationwide has a relationship with around a quarter of the UK population.

Since the credit crunch began in 2007, Nationwide has remained profitable against a very difficult economic environment. In the year 2010/11, Nationwide made a strong underlying profit of £276 million – up 30% from the previous year. Its strong financial performances and prudent business model means that Nationwide is included in Global Finance magazine's Top 50 Safest Banks in the World.

About MPG Media Contacts

MPG Media Contacts is an integrated agency that provides meticulously crafted media solutions. We connect account managers, strategic planners, digital experts, technicians and analysts all under one roof to deliver brilliant results for our clients. Our expertise lies in offline media planning and buying, digital media planning and buying covering data, econometrics, direct, display, ecrm, affiliates, social, search, lead generation, mobile and content.

We believe brilliance is delivered where no barriers exist between old and new media. Some of our clients include: EDF Energy, Hyundai & Kia, Clarks, Magners, BBC, Camelot, BMI, P&O Ferries, Nationwide Building Society, AXA, and National Express. We have recently won Nando's, Megabrands, bmibaby and Medwinds.

Our effective campaigns for clients such as EDF Energy, BBC and bmi have been recognised within the industry and won various awards including Media Week, Data Strategy and Campaign Media.

MPG Media Contacts is part of the global advertising and communications services group, Havas. Havas operates through its two worldwide networks, Euro RSCG Worldwide and Havas Media.

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