U.K. telecommunications company BT has signed a 12-month partnership with Bauer Media for Zoe Ball’s new weekday afternoon show on Greatest Hits Radio. “Zoe Ball in the Afternoon” launched Sept. 7, placing Ball in the U.K. station’s daytime lineup alongside fellow former BBC Radio 2 presenters Ken Bruce and Simon Mayo. The program airs weekdays from 1–4 p.m.
WPPMedia secured the partnership, which will extend BT’s “Behind Brilliant Things” brand platform across radio, digital and social media. BT featured in the opening moments of Ball’s first program and will appear in launch-week social content, including her first live link and celebrity interviews. Bauer and BT plan to refresh the creative throughout the year to support consumer and business campaigns, product launches and seasonal activity.
Ball noted that the partnership connects the campaign with the memories listeners associate with music. “I love the idea of celebrating all the brilliant people, stories and memories behind the music we love, so ‘Behind Brilliant Things’ feels like such a lovely fit,” she said. “I can’t wait to get going, play some cracking tunes and hear from listeners about the songs and moments that mean the most to them.”
The partnership also introduces “Your Greatest Hits List,” a weekly feature airing Monday through Thursday at 3 p.m. Each week, one listener will select four songs connected to important memories, milestones or experiences and share the stories behind them on air. Featured listeners will receive a Greatest Hits Radio and BT-branded gold disc and a smart speaker.
Simon Kilby, managing director of Bauer Media Advertising, said the partnership would combine two established U.K. brands. “This is a fantastic opportunity to bring together two trusted household names and create something that goes beyond traditional sponsorship,” he added. “‘Your Greatest Hits List’ gives listeners a starring role and provides a natural way for BT’s ‘Behind Brilliant Things’ platform to connect with the people, stories and music that matter most to them.”
Helen Whetton, brand and marketing communications director at BT, pointed to Ball’s connection with British radio audiences. “Partnering with her brand-new show gives us a fantastic opportunity to bring BT’s ‘Behind Brilliant Things’ platform to life in a way that feels warm, human and genuinely connected to people,” she said. “This partnership is about celebrating the brilliant things that happen every day and the network that helps make them possible.”
These stories might interest you
Radio Futures champions the intelligent signal
