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BRANDING NEWS: Sage funds second The Krypton Factor series

Business software and services provider Sage has announced it is funding a second series of ITV's The Krypton Factor and the return of its Business Brains campaign.

The Business Brains campaign is designed to test the nation's business skills and attracted 500,000 enthusiasts to challenge their business IQ at last year.

Sage's agreement with ITV to fund The Krypton Factor was last year's biggest Advertising Funded Programme deal.

"The Business Brains campaign has had an enormous impact on our business. In less than a year, we achieved a shift in brand perception and created a much stronger emotional connection with our customers and business partners.

"With so many people asking for the show to come back, we couldn't resist. It's a journey we haven't finished yet," explained Joanna Elliott, head of brand marketing at Sage.

"In 2009 The Krypton Factor was the first ad funded programme to establish itself as a peak time property on terrestrial TV. Viewing figures, online results, changes in brand tracking and a Silver Lion at Cannes are all testament to the success of the current campaign. In 2010 our ambition is even greater and we will continue to use branded content at the heart of our campaign to drive broader customer engagement," concluded Ben Kerr, content director, Drum.

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