It is the first contra-based marketing partnership that Ted Baker has signed with another brand. Blighty, launched yesterday (17 February), will receive exposure in all 20 Ted Baker shops nationwide.
Through the alliance, Blighty will cover the cost of merchandise in the Ted Baker stores as opposed to offering airtime to Ted Baker.
The deal was negotiated by Caroline Docker, account director at partnership marketing agency, Mediator, alongside UKTV's Factual marketing manager, Sara Holt and Ted Baker's brand communication director, Craig Smith, and marketing manager, Gail Dobinson.
_1.jpg)
.jpg)
