ITV: Turning into greater than tv
As evidence that old dogs can and should learn new tricks, ITV has redefined itself in recent years in ways that might come as a surprise to those who associate it primarily with the likes of Coronation Street or Loose Women. In addition, the 65-year-old broadcaster has signaled what we should expect from our public service broadcasters at a time when they are arguably the most threatened.
Development of the ITV brand began in 2018 when Carolyn McCall joined the organization as managing director and initiated a review of its purpose. "It obviously felt like we were doing a strategy review, but within that we wanted to do a review of our branding strategy and positioning and what it means to ITV," said Rufus Radcliffe, chief marketing officer and director of direct to the Consumer.
To support this, Radcliffe and his team reached out to Uncommon Creative Agency, which had been formed just six months earlier after founders Nils Leonard, Natalie Graeme and Lucy Jameson left Gray London the previous year. ITV became one of the agency's founding clients. "We had informal conversations back then, and it was originally a brand strategy work, but Mission Creep worked in a good way," says Radcliffe, "and we do a lot more things, not just from a brand strategy perspective, but also from a creative perspective . "
Above: Still from a TV commercial with legendary Trevor McDonald; Above: The 2019 Britain Get Talking campaign interrupted the finale of hit TV show Britain & # 39; s Got Talent to ask people to think about mental health