ITV hires Dare to spearhead online marketing drive

ITV has appointed Dare as its retained digital agency, following a pitch against Greenroom and Iris.

The appointment will see Dare take responsibility for all of the broadcaster's digital communications activity across its multichannel offering.

Dare will be working alongside ITV Creative, the ITV in-house creative team, as well as ITV's above-the-line agency, M&C Saatchi, to produce integrated campaign ideas.

David Pemsel (pictured), the ITV group marketing director, said: "Digital channels are playing an increasingly important part in our marketing plans and we need an agency that will work with us at the highest level to develop a coherent strategy."

The decision will come as a blow to the digital agency Play, which has been working with ITV on a project basis, producing digital campaigns for ITV's Wags Boutique and Primeval.