ITV PRESENTATION: ITV poised to focus on programming in marketing overhaul

ITV’s new programming and scheduling initiatives will be underpinned by a fresh viewer marketing strategy that will involve introducing a new logo for the channel and abandoning the strap-line, ’Britain’s most popular button.’

ITV’s new programming and scheduling initiatives will be

underpinned by a fresh viewer marketing strategy that will involve

introducing a new logo for the channel and abandoning the strap-line,

’Britain’s most popular button.’



John Hardie, ITV’s marketing director, has started a radical overhaul of

ITV’s promotional activities in a move designed to position marketing as

a core factor in the channel’s drive to deliver its audience share

objectives.



Hardie will spearhead an integrated marketing strategy, with ITV’s newly

appointed creative agency, HHCL & Partners, at the core.



HHCL’s immediate brief will be to advertise the programmes rather than

the brand. ’We will not be running a lot of image advertising and

corporate-feel advertising separate from the rest of what ITV is about,’

Hardie explained. ’Our advertising drive will focus on programmes.’



Hardie’s marketing budget is likely to include around pounds 10 million

for off-air advertising and HHCL will start tactical work immediately,

supporting specific programmes and specific parts of the schedule.

Hardie added: ’The wider issue of representing ITV’s core values, which

will ultimately include reviewing the logo and the strapline, will come

later, but we must move on.’



ITV’s on-air promotions will be centralised under Hardie’s control, and

he said that these promotions would be treated as advertising for the

first time, with HHCL involved in their creative direction.



’On-air promotion is an incredible resource; we just haven’t harnessed

it as we might,’ Hardie admitted. ’We will do many more network

promotions and ensure that they have a consistent look from one region

to the next, but we don’t want to sweep away the local branding.’