The truth about shaping a brand the nation loves with ITV Creative
[Podcast]In this episode, we welcome Niki Garner, Director of ITV Creative, to uncover the story behind building one of the UK's most progressive and high-performing in-house agencies.
Two years ago, Niki joined ITV with a clear ambition: to turn what she describes as "more of a production studio" into a true strategic and creative partner to the business. Today, her team delivers the work behind most of the marketing and comms campaigns viewers see from ITV, from sponsorship idents to ITVX key art, and Campaign has credited her with its transformation. Along the way, she explains why collaboration doesn't mean being a yes-team, how squads of creative, strategy, production, media and marketing work shoulder to shoulder with no big presentation moments, and what it takes to run hundreds of campaigns a year, with up to 500 assets on the biggest, without losing the magic. She also unpacks the thinking behind There's No Place Like ITV, finding one tone of voice for a brand that has to speak to the whole nation, and how the team balances 70 years of loyal viewers with newer audiences across linear and ITVX.
- PODCAST LENGTH: 34 MIN
