A Brand Apart signs with Eukanuba, Castrol

U.K. company to produce 'Dogs,' 'Torque'

LONDON — Upstart U.K. shingle A Brand Apart, specializing in advertiser-funded programs, has announced two new shows aimed at the international market backed by global consumer giants Eukanuba Dog Foods and Castrol Edge.

The two skeins, “Eukanuba’s Extraordinary Dogs” and “Castrol Edge Street Torque,” targeted respectively at dog lovers and petrol heads, will be made available free to broadcasters.

The shows are produced by the feted U.K. documentary specialist Back2Back Productions.

“Eukanuba’s Extraordinary Dogs,” available from this October, bills itself as a factual entertainment show that examines “man’s best friend” from a global perspective.

To get the show off the ground, the shingle has been working with Saatchi and Saatchi, New York.

“Castrol Edge Street Torque,” due to bow in September, sets out to be a rival to BBC’s “Top Gear,” but with a global take and will include the reviews, features, analysis and automobile stories.

A Brand Apart, formed by ex-ITV program topper Simon Shaps and advertiser-funded specialist Neil Osborne, hopes to take advantage of what may be a growing demand for this type of programming as webs continue to feel the financial pinch.

Shaps, who is chairman of A Brand Apart, said: “Neil’s record is exceptional in multi-market advertiser-funded programming and we set out, last year, to become a world leader.

“With these two major deals, and the projects we have in development with other global clients, we are well on the way to achieving this.”

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