The agency has been tasked with delivering a campaign to drive usage of the broadcaster’s catch-up service.
However, it will also work alongside ITV’s in-house creative resource, ITV Creative, on other advertising projects.
ITV moved its £7 million advertising in-house in December last year, ending a four-year relationship with Bartle Bogle Hegarty. The move allowed BBH to secure the advertising account for Virgin Media.
Hometown becomes the first advertising agency to work with ITV since the split.
Helen Kimber, the managing partner of Hometown, said: "The ambition for ITV, combined with our experience of working with media companies, makes this a great project to work on and we look forward to working alongside the team."
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