Baileys - Advertiser Funded Programme

As a den full of bookworms, the Women's Prize for Fiction is right up our street. So it was an honour to deliver a five-episode, advertiser funded programme for Sky Arts to promote Baileys' sponsorship of the awards.

Each TV episode featured two famous women discussing their most loved books. They consider the influence they have had over them. Edith Bowman, Jennifer Saunders, Gwendoline Christie, and Caitlin Moran were among the women appearing in the series. The conversations were candid, funny, and moving. They celebrated the emotional power of literature and its ability to shape lives.

When the brief landed on our desk, the original plan was to make the project an online documentary series. However, we helped develop the idea, using our decades of broadcasting experience, and transferred it to TV. It marked a wonderful relationship between Baileys and Sky Arts. Both brands committed to championing women’s voices and storytelling.

This was an advertiser funded programme (AFP). A piece of content where a brand helps fund a production in exchange for association and visibility with the subject matter. It’s a powerful way to tell a brand story in an editorially-led format. This is because the content will genuinely interest and entertain specific target audiences. When audiences want to watch your content, well, that's where the magic and craft is.

For Baileys, it was the perfect match, pairing their long-standing love of the Women's Prize with an audience who values creativity, culture, and connection.

A book and a Baileys? We’ll happily raise a glass to that.