ITV has hired Bartle Bogle Hegarty to handle its £4 million
The appointment follows "informal" talks with BBH and the incumbent of
four-years on the business, HHCL & Partners. ITV's marketing and
commercial director, Jim Hytner, discussed views on the ITV brand with
BBH faces the task of building the ITV1 brand but ITV's head of
marketing, Jo Walker, who oversaw the agency review, said that the
agency will also look at the ITV family of channels including ITV2. Its
brief will not include the £27 million ITV Digital account held by
The review of the above-the-line advertising account follows the arrival
of Hytner in September. He took over from John Hardie, who quit to join
Walt Disney Television International
Walker said: "It's natural for a new head of marketing to come in and
re-evaluate agency relationships. BBH will work with us to build a new
brand proposition to lead on- and off-air advertising and look at all
areas of strategic marketing too."
ITV will try to build its brand as its ratings battle with BBC1
It has also suffered a considerable slump in ad revenue, estimated to be
15.4 per cent for 2001, according to the latest forecast from Zenith
Its scheduling has also caused concerns for advertisers. ITV was forced
to stop screening its The Premiership football programme in the 7pm
Saturday slot after it failed to attract a big enough audience share to
please the advertisers. ITV has also been criticised for its arrogant
attitude toward advertisers and it is understood only recently to have
introduced a formal system to inform media agencies of last-minute
changes to programming.
Walker said that ITV has no current plans to review its media account,
held by Starcom Motive.
The broadcaster unveiled its Christmas schedule yesterday, showing a
reliance on extended versions of shows such as Who Wants to be a
with a celebrity line-up and Coronation Street, followed by Christmas
specials of Stars in Their Eyes and You've Been Framed.
Hytner has been replaced at Channel 5 by David Pullan, MTV Networks'
former vice-president of marketing and digital channels.