ITV is to unveil a pounds 3.5 million advertising blitz next week, with
a major spend behind its flagship adaptation of Daniel Defoe’s Moll
The campaign combines TV ads with a tactical drive to boost audiences
for ITV’s autumn drama season. Moll Flanders will get a two-week poster
The poster campaign was created by M&C Saatchi, with media bought by the
poster specialist, Concord. It launches on 13 November on 48-sheet
poster sites around the country, backed by a spend of pounds 600,000.
Jerry Hill, the deputy chairman of the ITV marketing group, said quality
dramas, such as Moll Flanders and the forthcoming adaptation of Jane
Austen’s Emma, would confirm ITV’s reputation as ‘a leader in the
field’. Hill added: ‘We are confident these productions will deliver
large, quality audiences to our advertising clients.’
M&C Saatchi’s copywriter, Tim Harris, and art director, Malcolm Pointin,
who created the poster work, are also finishing four TV ads for ITV, to
be directed by Theo Delaney. The work will feature the ITV shows, Sooty,
Police Camera Action, Clive James and Soldier Soldier.
ITV this week also unveiled a pounds 210 million programme package,
including a Wednesday episode of Emmerdale, a Nick Hancock comedy
vehicle and classical adaptations of Rebecca and Jane Eyre.