HHCL & Partners has landed ITV’s multi-million-pound advertising
account, as the network seeks to overhaul its image with an aggressive
HHCL beat Duckworth Finn Grubb Waters, TBWA Simons Palmer and the
incumbent, M&C Saatchi. The account went up for pitch last November
following the appointment of John Hardie as marketing and communications
It is estimated that advertising budgets may reach pounds 10 million in
Media buying, which is handled by Motive, is unaffected by HHCL’s
Hardie said: ’The pitch process represented an incredible period of
intensive work on the development of ITV’s future positioning. It was
genuinely difficult to make the decision, given the quality of the
strategic and creative thinking, but we are looking forward to our
future relationship with HHCL. I’ve always admired the agency’s work. We
need its help to generate the kind of consumer repositioning of ITV it
has successfully created for the AA in the past few years.’
Rupert Howell, HHCL’s chief executive, commented: ’Restoring ITV’s
fortunes is one of the most significant challenges of 1998. We feel
privileged that we have been asked to help the new ITV team in this
M&C Saatchi won the account in January 1996, having been appointed by
the ITV marketing group, the committee responsible for the advertising
and promotion of ITV’s programmes. Comprising representatives from the
ITV companies and sales houses, and ITV’s head of marketing, Sam Carter,
it was disbanded after Hardie’s appointment.
M&C Saatchi created a campaign promoting ITV as ’Britain’s most popular
button’ in a bid to stem the decline in ITV’s audience share.
On Monday, Richard Eyre, ITV’s chief executive, will outline his vision
for the future of ITV 100 days after taking up his position.
See story, above.