New Look to Make UK TV History with Channel 4 Product Placement AFP Deal
Summer plans to feature New Look's products on Channel 4 television series.

LONDON, ENGLAND, March 19, 2011 /24-7PressRelease/ -- For the first time in UK TV history, Ofcom has confirmed that from 28th February, 2011, product placement is allowed for use on UK TV programmes. This will give companies a lucrative venue in which to promote and advertise their brand, with the potential to reach a far wider audience.

First for fashion is high street company, New Look, the first retail company to capitalize upon the role that television will have as a promotional tool. New Look announced earlier this week a unique partnership with Channel 4 which sees the high street retailer celebrate the style and creativity of everyday girls through a live 2-screen entertainment series launching on T4 this summer. This pioneering partnership will see the fashion chain feature their dresses and shoes in a new fashion-based reality television competition, if used for editorial reasons, all of which would not have been possible before the relaxation of the rules.

David Charlesworth, Head of Sponsorship, Placement and Funded Content at Channel 4, said of the relationship, "...we're pleased to demonstrate such an innovative approach as an industry 'first' in collaboration with...and New Look, who will mark their place in retail history."

New Look's Group Chief Marketing Officer, Nick Cross said, "...New Look is the barometer for high street fashion ... we're always looking for ways to celebrate our customers' individual sense of style and excitement for fashion ..."

To break such new ground as a company demonstrates an innovative and confident development in New Look's approach to brand promotion, and one that realises many potentialities within marketing and the media. Such a development should prove itself as a catalyst for a new advertising trend and influence a following among other fashion brands.

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