By John Glenday, Reporter

February 25, 2013 | 1 min read

Office supply firm Staples has announced it is to sponsor new channel 4 programming with a series of humorous ‘inspire success’ idents.

The deal will cover shows such as The Secret Millionaire, Undercover Boss, Four Rooms and – as well as Hilary Devey’s brand new series The Intern (w/t) and Mary Queen of the High Street and launches on screen for a new Bank of Dave programme on 28 February at 10pm.

Negotiated, created and produced by MediaCom Beyond Advertising the idents depict specific Staples products via mock job interviews with comedian Darren Strange.

Una Beck Johnson, Marketing Director at Staples, said: “We’ve chosen this sponsorship as an integrated part of our overall marketing plan to help grow awareness of the breadth of our offer and build ongoing brand consideration among business-minded consumers – in an engaging way.”

Jay Rajdev, Business Director at MediaCom, added: “This sponsorship of the ‘Inspiring Success’ collection of programmes on Chanel 4 is an ideal fit for our core audience of SMEs and homeworkers. The idents, created by our MediaCom Beyond Advertising team, will build warmth by entertaining viewers. ”