Inside...ITN Productions

As well as specialising in global news, ITN is now creating advertising through its creative hub, Mark Browning explains.

What you probably don’t know about ITN is that, as well as being best-known for making TV news for almost 60 years, we also have a creative hub – ITN Productions – that makes a range of commercial and editorial programming for clients. Within that hub, our commercial production team has for the past two years worked with a host of brands, agencies and broadcasters to make innovative, cost-effective and highly creative commercial advertising.

One of the most exciting recent projects that really played to our team’s strengths was working with JWT London and Capita to deliver the "TA live" campaign on ITV. ITN produces multiple live broadcasts every day in the form of our news bulletins, so it made sense that we were the go-to people to deliver ads out of Helmand province. We’re now working on more ideas with a number of brands about fast-turnaround and live ads in the future. Other highlights include advertiser-funded programming such as a Procter & Gamble/Channel 5 tie-up that we developed and produced ahead of the Olympics, and sponsorship idents for some of ITV’s biggest properties, including Nivea’s sponsorship of The Cube and Continental’s sponsorship of Dancing On Ice.

We take the same approach to producing this advertising content as we do to making our news programmes – high-quality production values, speed, streamlined approach, live broadcasting capability, creativity and a focus on storytelling. ITN Productions benefits from the wider ITN infrastructure and we have invested in personnel, technology and expertise since we launched in 2010 so that our burgeoning creative hub delivers internationally acclaimed and multi-award-winning programming such as Sri Lanka’s Killing Fields for Channel 4, entertainment bulletins or video news content for just about all UK newspaper websites. Our commercial and creative teams sit side by side with ITN Productions’ editorial teams, quite often sharing ideas, resources and personnel to bring a greater range of skillsets and a fresh approach to creating impactful ads.

Mark Browning is the managing director of ITN Productions