ITV: Winning Back the Hearts of the Nation

This case study demonstrates how ITV, the UK television network, used rebranding in order to regain interest and affection that had been lost from the British audience and advertisers.

ITV: Winning back the hearts of the nation

Principal authors: Clare Philips, Rufus Radcliffe and Elinor Bateman, ITV

Overview

This paper reveals how the most ambitious brand revitalisation programme in broadcast history helped ITV win back the hearts of the nation.

This paper is not just about a change in advertising approach or a single advertising campaign. It's about the revitalisation of an established brand in a declining category and the immediate transformation it had across the entire business.

The ITV turnaround began in 2010 with the arrival of a new management team, but the weak ITV brand was...

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