ITV has appointed Freeview director of marketing communications Rob Farmer as its new director of viewer marketing.
He replaces Anna Bateson, who left the broadcaster to become YouTube European marketing director. Farmer will report to David Pemsel, ITV group marketing director.
He will be responsible for marketing all programming on ITV1, ITV2, ITV3 and ITV4 both on-air and off-air.
In addition, Farmer will be responsible for overseeing the on-going strategic development of ITV’s channel brands, including the extension of content and onto new platforms such as Freeview and Freesat.
At Freeview Farmer oversaw the relaunch of the digital recording service Freeview in a campaign featuring Steve Rider, Andy Townsend, Alan Carr, Gordon Ramsay and stars from Coronation Street.
He also led Freeview’s marketing strategy for digital switchover, launching the brand line “Why pay to view when you can Freeview”.
Prior to joining Freeview, Farmer was a partner at advertising agency CHI & Partners and a board director at Bartle Bogle Hegarty.
The appointment follows the announcement last week that ITV executive chairman Michael Grade will be stepping down to become non-executive chairman.
Potential candidates for the top job include ITV chief operating officer John Cresswell, director of TV Peter Fincham and commercial director Rupert Howell.
External candidates being touted include former CEO of BSkyB Tony Ball, BBC chief executive John Smith and former Channel 4 chief Michael Jackson.