News unveils seasonal sponsorship of E!'s daytime schedule will sponsor daytime programming on E! has worked with integrated agency One Marketing and production company Lion Eyes to create a series of brand idents to support the websites sponsorship of daytime programming on digital channel E! in the run up to Christmas.

The idents, directed by Michael Riley from Lion Eyes, will now be broadcast on either side of ad breaks on the entertainment news channel throughout the day. Media for the campaign was planned and bought by Mediacom North.

Liz McNamara, marketing director of, commented: “E!’s target audience fits perfectly with our own and as such we wanted to create a set of idents that reflected the channel’s fun content and style. The final creative really hits the mark and we’re excited to see the results of the campaign.”

Deputy MD at One Marketing Communications, Wayne Silver, added: “We are now in a crucial retail period in the run up to Christmas. As such we wanted to create a campaign that would stand out and build awareness of the brand.”

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Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

All by Gillian