IDENT SPONSORSHIP | JAMES PATTERSON
Challenge. Solution. Results.
35 million impressions across a three month long campaign; July, August and December 2025.
The Last Days of Marilyn Monroe, promoted in the idents, was a Sunday Times bestseller for four consecutive weeks.
The Idaho Murders, promoted in the idents, was a Sunday Times bestseller.
The Challenge
Penguin Random House UK, the marketing team behind bestselling author James Patterson, approached us with a fast-turnaround brief: to create a series of bold, visually captivating idents announcing Patterson’s sponsorship of Sky Media’s Crime + Investigation channel. These 10 and 5 second video assets would air across broadcast TV for three months in 2025, and needed to strike a delicate balance between memorable and brand-driven without overt advertising, in line with sponsorship ident regulations. With just five weeks at our disposal, we went from concept to delivery, the challenge was clear: fuse the suspenseful essence of Patterson’s brand with the tone of Crime + Investigation in a way that left a lasting impression.
Our Solution
We delivered a series of idents that captured the suspenseful energy of James Patterson while aligning seamlessly with Sky Crime + Investigation’s tone. Each asset was designed to leave a lasting impression in mere seconds, ensuring the sponsorship message felt memorable, engaging, and brand-driven without overt advertising. By carefully shaping every element of the visuals and performance, we maximised impact, ensuring the idents resonated with audiences and reinforced Patterson’s presence across broadcast TV. The result was a cohesive campaign that achieved clarity, recognition, and excitement; turning a fast turnaround brief into a strategic, high impact visibility win.
The Results
In just two filming days, we delivered seven visually distinct idents that captured the campaign’s bold objectives. Each asset resonated with audiences, contributing to 35 million impressions across three months and supporting the success of The Last Days of Marilyn Monroe and The Idaho Murders on the Sunday Times bestseller list. Despite a fast-turnaround brief and multiple stakeholders, the campaign exceeded expectations, delivering polished, high-impact visuals that left a lasting impression on viewers.
“I really enjoyed working with Gunpowder on our TV sponsorship campaign for James Patterson's true crime publishing on Sky's Crime + Investigation channel. They were a great creative team, taking our brief and expanding on it, as well as being agile and super responsive, managing our quick turnaround times and ensuring the process went smoothly. All parties involved were really pleased with how everything turned out!”
Sophie Shaw Head of Marketing & Brand Manager for James Patterson, Penguin Random House UK
Why It Worked?
The campaign’s impact came from purposeful creative decisions that amplified James Patterson’s distinctive brand voice and made every second count. The visuals were designed to engage audiences immediately while reinforcing the tone and identity of his work. Strong collaboration and responsiveness ensured alignment with all stakeholders, allowing the campaign to run smoothly, hit every strategic objective, and deliver memorable results that elevated both the author and the publisher.
