NEWS: M&C Saatchi highlights quality drama programmes in pounds 3.5m ITV campaign blitz

ITV is to unveil a pounds 3.5 million advertising blitz next week, with a major spend behind its flagship adaptation of Daniel Defoe’s Moll Flanders.

ITV is to unveil a pounds 3.5 million advertising blitz next week, with

a major spend behind its flagship adaptation of Daniel Defoe’s Moll

Flanders.



The campaign combines TV ads with a tactical drive to boost audiences

for ITV’s autumn drama season. Moll Flanders will get a two-week poster

push.



The poster campaign was created by M&C Saatchi, with media bought by the

poster specialist, Concord. It launches on 13 November on 48-sheet

poster sites around the country, backed by a spend of pounds 600,000.



Jerry Hill, the deputy chairman of the ITV marketing group, said quality

dramas, such as Moll Flanders and the forthcoming adaptation of Jane

Austen’s Emma, would confirm ITV’s reputation as ‘a leader in the

field’. Hill added: ‘We are confident these productions will deliver

large, quality audiences to our advertising clients.’



M&C Saatchi’s copywriter, Tim Harris, and art director, Malcolm Pointin,

who created the poster work, are also finishing four TV ads for ITV, to

be directed by Theo Delaney. The work will feature the ITV shows, Sooty,

Police Camera Action, Clive James and Soldier Soldier.



ITV this week also unveiled a pounds 210 million programme package,

including a Wednesday episode of Emmerdale, a Nick Hancock comedy

vehicle and classical adaptations of Rebecca and Jane Eyre.



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