Weetabix Unveils £2m 12 Month Lorraine Sponsorship Campaign Created by The Outfit

The Outfit makes TV work harder for brands. But we don’t make ads. We believe people watch TV to be entertained, not for the commercial breaks. This gives us the freedom to think like a broadcaster. We call it Broadcast Thinking. We believe that when an ad feels more like programming it engages the audience more, and frees the brand to be more entertaining and more effective. To do this we have a team of people who make TV programmes mixed with creatives from broadcasting, advertising and social media, who together produce bold, groundbreaking, award-winning work.

BACKGROUND: Niall Murdoch and Charlie Read founded The Outfit in 2009. Niall and Charlie were co-founders of Channel 4's 4Creative and created a team responsible for the transformation of Channel 4’s advertising output across the Channel 4 network of channels. During their time at 4Creative the agency received a series of awards including a D&AD Black Pencil for the 2005 Channel 4 rebrand, and a series of Creative Circle, Campaign and BTA awards for campaigns including More 4's Bloody Circus and Ghosts, Channel 4's Shameless and Jamie's School Dinners and E4’s Skins, and a Cannes Lion Silver for the Honda Live campaign.