Launched by the former DFGW managing director Charlie Dawson five years ago, The Foundation will work alongside senior members of ITV Sales in an attempt to develop a culture based around customer needs.
Justin Sampson, the ITV Sales director of CRM, has put a working group in place to help ITV Sales build a new reputation and The Foundation will work alongside this group.
Its aims are to develop mutual respect with agencies and advertisers, to become more imaginative in responding to advertiser briefs and to spend more time listening to customers.
Sampson said: "The merger earlier this year has been the catalyst that makes this the right time to develop a new culture. There is a real appetite within ITV Sales to make this happen and The Foundation demonstrated that it has the right skills to work alongside us as we set out on this journey."
The Foundation specialises in customer strategy and the resulting organisational change. Dawson said: "As someone who has spent time within the advertising community, I recognise some of the challenges that lie ahead for ITV and we are looking forward to working with them as ITV seeks to establish new brand values in the eyes of the advertising community."
ITV Sales is also conducting a "road trip" to meet senior agency planners, in addition to buyers, for the first time.