TV chiefs hit the road to drum up business

Granada Enterprises chief executive Mick Desmond and Carlton Media chief executive Martin Bowley are touring the top 30 creative agencies in the UK, in a bid to make them more aware of the range of creative opportunities available to brands on television.

The roadshow is designed to let creative directors know about up-and-coming programming on ITV and the sponsorship opportunities that relate to them.

Advertiser funded programming is one of the areas being covered in the discussions between the ITV sales houses and creative agencies.

Bowley says: “We are finding that media planning is divorced from the creative process. The agencies are surprised at the breadth of programme-related opportunities we can offer them.

“We are talking to them about sponsorship, what programmes are coming up and advertiser funded programming.”

The roadshow is also likely to be used to outline ITV’s strategy of appointment-to-view programming which includes series such as Popstars and Who Wants To Be A Millionaire?

Carlton has just taken a series of bids for sponsorship of the forthcoming psychological adventure game show, Survivor.

ITV, along with the rest of the television industry, is having a tough time and is expected to see ad revenues drop by between 15 and 20 per cent in April compared with the same month last year (MW March 8).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here