Law firm helps Sage with TV’s toughest quiz | 11 November 08

LEADING North law firm Ward Hadaway has helped business software and services company Sage (UK) Limited with TV’s toughest quiz.

Experts from Ward Hadaway’s IT and intellectual property team advised Newcastle-based Sage on its deal with ITV to sponsor the return of The Krypton Factor.

Universally known as TV’s toughest quiz, The Krypton Factor tests contestants with a range of physical, mental and logical challenges.

First screened in the 1970s, it is being revived by ITV and Sage and given a 21st century makeover with bigger stakes, harder competition and higher pressure.

As part of a much wider marketing campaign to identify Britain’s Business IQ attributes, the Sage and ITV partnership has been agreed and is set to result in the biggest advertiser-funded programme ITV has ever commissioned and the first one to appear in ITV1’s prime time schedule.

Ward Hadaway provided legal advice to Sage alongside its own in-house legal team on all aspects of this innovative deal.

Judy Baker, IT and intellectual property partner at Ward Hadaway, said: “This is a new way of marketing for Sage, involving a number of different aspects across multiple media platforms, so it was very important it met Sage’s objectives.

"Uniting the parties was the desire to make the relaunch a huge success and we are delighted to have played a role in sealing the partnership between the two.”

The Business IQ campaign aims to understand, explore and celebrate the qualities that make people in business more likely to succeed.

Joanna Elliott, Sage’s Head of Brand, said: “This is a major, high-profile campaign for Sage so it was vital that everything was carried out correctly to ensure its success.

“The return of the Krypton Factor to the nation’s TV screens is a real event and Ward Hadaway has played an important role in bringing that about.”

Ward Hadaway has a long-standing relationship with Sage, having advised the business software and services provider on a range of different matters.

The firm provided legal advice on the £21m acquisition of construction software specialist Tekton in March 2008 as well as the £20m acquisition of HR, payroll and time and attendance specialist KCS Global Holdings Limited and the £17m acquisition of HR and payroll software and related services specialist Snowdrop Systems Ltd, both in 2007.

Ward Hadaway also advised on the £20m acquisition of UK online merchant payment services provider Protx Group in November 2006.