McLoughlin signs two-year deal with ITV1 and ITV2

by Mark Banham, Brand Republic 14-May-07, 11:30

LONDON - Coleen McLoughlin, the fiancee of England striker Wayne Rooney, is to present a series of shows for ITV1 and ITV2, as part of an exclusive two-year television deal.

Her first project will be a series for ITV2, in which she will conduct a mission to find naturally beautiful women, which will see her spearheading a campaign to use "real" women in advertising.

In each episode of 'Coleen's Real Women', McLoughlin will scour the streets in search of such women for a new and high profile modelling assignment. All professional models will be barred from taking part in the programme and only total amateurs will be eligible.

Layla Smith, controller of alternative programmes at ITV, said: "I think she's the perfect face and a great personality for ITV. She's someone who's found huge recognition and yet remained completely grounded and true to herself, we look forward to her bringing a fresh outlook to ITV."

McLouglin will present a series of programmes during daytime and peak time between 2007 and 2009.

She said: "I'm absolutely delighted to be joining ITV, it is a true home of family entertainment and I can't wait to be a part of it.

"I want to give ordinary people the same opportunities I've had and persuade the most image conscious in the world that bigger doesn't necessarily mean bad."

In November, Mcloughlin became the new face of Diet Coke, matching Rooney's contract with sister brand Coke Zero. She is also the face of Asda brand George.

Comments

Valerie Jefferys - 14/05/2007

From her comment, Mis McLoughlin obviously no longer considers herself to be 'ordinary', although for the life of me I can't actually find out what she has done (apart from being a girfriend) to actually deserve yet another fat cheque. Surely we have professional presenters who have gone through the ranks, with all that entails, who could do this job standing on their heads? One last thing - Miss Smith - real women in advertising has already been done - please make a note to look at the excellent and ground breaking 'Dove' adverts before throwing any more money at this 'innovation'

Sally Dean - 14/05/2007

Sounds like sour grapes to me. Any initiative to showcase that beauty comes in many shapes and sizes and not just the catwalk version should be welcomed. To say that the real women angle "has already been done" on the grounds on one brand's adverts is like hearing tourists say they've "done England" after one visit to London. Whether Colleen McLoughlin will be a competent presenter is still to be proven but, given ITV is confident that she can do the job well, perhaps we should congratulate her and give her the benefit of the doubt until proven otherwise.