| The project
sets a new benchmark in the scale and ambition of advertiser-invested programming.
It also represents a genuine collaboration between programme maker, client, media
investment agency and distributor, with a truly international appeal. ITV brand
partnerships director Gary Knight said, "ITV is delighted that we have been
able to engage with one of our most important advertisers on this exciting project.
The acid test for any show that has a direct advertiser investment model remains
as per any normal ITV commission - it should offer a compelling TV proposition
and have the potential to attract a real viewer franchise. Unilever and the MindShare
team have clearly developed a programme series that can achieve these objectives." The
series of TV programmes sits alongside other promotional media activity for Sure/Rexona
for men, planned by MindShare. Working with MindShare Team Unilever Europe
to create a brief, Unilever provided the finance for the project. It is produced
by Steadfast Television, and distributed by Sports & Entertainment Television
Ltd (SET), both part of Apace Media plc. The initial programme concept came from
SET managing director Neil Osborne and was developed jointly with MindShare. GroupM
director entertainment Europe Kate Marsh said, "This is a truly groundbreaking
project in its scale and ambition. The result is universally-appealing television
programming, which has the ability to engage viewers in markets around the world." "Sports
& Entertainment Television is delighted to be working with Unilever and the
MindShare/GroupM team on such an exciting and effective multi-market Advertiser
Invested Programme. SET sees this factual entertainment series really take AIP
to a new level," said Osborne. | 
