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AOL signs up Nestle's SMA Nutrition to sponsor first UK original series

AOl has inked a deal with SMA Nutrition, which will see the Nestle-owned baby milk brand sponsor its first UK original series Being Mum.

Launched today (13 July) across the AOL On network, which includes The Huffington Post, Telegraph Media Group, Trinity Mirror, Local World and TalkTalk, the sponsorship will run for six months. It sees SMA Nutrition serve as Being Mum's exlusive ad partner.

The 13 part series, produced in association with 40 Partners, will be hosted by TV presenter Tess Daly and singer Rochelle Humes and shows both mums meet well-known personalities and ordinary women to discuss what being a mother is really like.

Anne-Luce Guedj, consumer marketing manager for Nestlé Nutrition, said the SMA Nutrition brand sponsored the show because mums increasingly turn to digital and social platforms to find useful and helpful content.

"SMA Nutrition’s partnership with Being Mum allows us to integrate our messaging with relevant, original, quality content and deliver an audience at scale across a number of publishing platforms and devices. We’re creating great content mums want and through AOL’s network are able to deliver it to them on their terms."

The deal was brokered by Nestle’s agency Newcast, ZenithOptimedia’s brand partnership division.

AOL is also planning another UK series titled 30 Something with Richard Bacon, which is currently in production.

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