Wealth manager St James’s Place has entered into its first TV sponsorship deal as it aims to increase its brand awareness.

The wealth manager said its advertising campaign would promote the benefits of taking financial advice.

SJP’s partnership with Sky Arts will launch on Monday, 1 April.

The cost of the sponsorship has not been disclosed.

The campaign will focus on, “offering invaluable advice throughout life’s journey” and will feature a range of photographers, dancers, artists, designers and musicians.

SJP said the sponsorship was part of its wider brand awareness campaign and that the firm close Sky Arts due to a shared desire of making their respective services more accessible and relevant to more people.

The campaign will also run on radio and social and digital platforms.

Liz Kelly, chief corporate affairs officer at St James’s Place, said: “We are delighted to join forces with Sky Arts. Sky Arts’ varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life. 

“We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.”

The SJP brand has taken a few hits in the first quarter of this year.

Most recently the wealth manager said it had set aside £426m to deal with client claims about historic ongoing advice after a surge in complaints in late 2023.

The firm, one of the biggest wealth advisers in the UK with around 5,000 partners, said it had seen a string of complaints, many from complaints handling companies, that ongoing advice which should have been given to clients had not been provided to the level expected.

Last year the firm announced, in October, that it had concluded a "comprehensive review" of its client charging model and announced plans for a simpler and more comparable charging structure.