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John Lewis sponsors podcasts penned by Will Self and others in content deal with the Guardian

Campaign: John Lewis has teamed up with the Guardian

John Lewis is sponsoring a series of Guardian podcasts written by familiar names such as Will Self as part of a ‘Sleep’ campaign.

The deal between the retailer and the Guardian’s branded content unit Guardian Labs will include a content hub, eight-page advertising feature in the Weekend magazine and content spanning five-weeks detailing the different stages of sleep through individual profiles.

However, other than a pre-roll introduction to the podcast series – which also includes content written by A.L. Kennedy, Jessie Gamble, John Burnside and Chika Unigwe – declaring the John Lewis sponsorship, the podcasts will be editorially independent.

Anna Watkins, managing director of Guardian Labs, said: “It’s fantastic to be able to commission exciting multimedia projects that are of value to our readers and our commercial partners.”

The campaign was created in partnership with Manning Gottlieb OMD.

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