ABOUT

We identified through qualitative research within the industry that there was a lot of confusion in understanding what ITV Studios does - many associated us with the broadcast channel side of the business. There was therefore a need and an opportunity to highlight the different aspects of what we do; creators and distributors of multi- genre programming not just in the UK, but globally.

In an increasingly crowded, complex and competitive market place with multiple platforms, formats, and providers, our objective was to create and deliver an industry-defining brand positioning and campaign, to tell the world who we are, and what we do. We wanted to highlight both our creative independence and major standing as a studio, with a breadth and depth of content.

As a business-to-business project, sourcing robust insight to effectively inform our thinking was challenging. We set up multiple surveys with colleagues, stakeholder and partner interviews, deep dives into our competition and development workshops to define an internal mission statement, with a view to creating a unique brand positioning. Tapping into the attributes highlighted by our research, we came up with the positioning: ITV STUDIOS IS A GLOBAL HOME FOR HAND PICKED INDIVIDUALS WITH THE FREEDOM TO DELIVER THE UNEXPECTED EVERY DAY. We then created a strapline that embodied this positioning, rooted in the excitement that comes with creative freedom -EXPECT EVERYTHING. Finally we took on the challenge of rolling this out amongst our colleagues, guiding them to speak with a new and irreverent voice reflected in everything from email signatures to a huge rebrand of ITV studios house at MIPCOM. We live and breathe our brand at every possible moment.

To date, we have reached over 37,000 members of our industry across 103 countries and this is only just the beginning…