HHCL & Partners wins pounds 10m overhaul of ITV

HHCL & Partners has landed ITV’s multi-million-pound advertising account, as the network seeks to overhaul its image with an aggressive marketing strategy.

HHCL & Partners has landed ITV’s multi-million-pound advertising

account, as the network seeks to overhaul its image with an aggressive

marketing strategy.



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

director.



It is estimated that advertising budgets may reach pounds 10 million in

1998.



Media buying, which is handled by Motive, is unaffected by HHCL’s

appointment.



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

task.’



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.



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