ITV is restructuring its viewer marketing department in a move that will see up to a fifth of the team made redundant. The move is part of a review by Boston Consulting Group, which has already led to a restructure of ITV’s sales operation.
It is understood that the viewer marketing team has been asked to reapply for their jobs as part of a move by the broadcaster to introduce a “flatter” marketing structure.
The team is responsible for the majority of ITV’s marketing output, includingcampaigns for its key shows such as X Factor and Coronation Street.
The broadcaster began consultations with staff late last week. Three of the 14-strong team, which is headed by director of viewing marketing Anna Bateson, face redundancy.
However, marketing strategy, trade marketing, media planning and ITV Creative – its in-house promotions agency, which fall under the remit of group marketing director David Pemsel, are unaffected by the review. In total, he has a team of around 50 staff.
Rupert Howell, managing director of commercial and brand, appointed BCG to review his division earlier this year. The restructure has also led to a restructure of the press and public relations teams, as well as ITV Customer Sales, which will be rebranded as ITV Commercial and lose up to 25 of its 400 staff.
The news follows Channel 4’s announcement yesterday (Tuesday) that it is cutting 15% of its workforce and trimming marketing, programming and new-media budgets again, as part of a drive to cut costs of £100m between now and the end of next year.