ITV brings in new commercial team to realise vision

ITV is restructuring its commercial and online division as part of its strategy to develop premium content and deliver it across multiple platforms.

/y/c/p/dancingonice.jpg

The changes see Kelly Williams, previously Channel 5 sales director, become director of TV sales and Simon Daglish, UK commercial vice president at Fox Interactive Media, become ITV’s director of multiplatform and partnerships.

Both will report to ITV managing director of commercial and online Fru Hazlitt.

Hazlitt has been overseeing a review of the commercial division and says “We have to evolve to become the UK’s most powerful marketing platform in what is a rapidly changing, challenging and competitive market.”

Former BSkyB commercial director Martin Goswami has also joined ITV as a consultant and will be working to help drive ITV’s pay strategy. High definition versions of its digital channels are part of Sky’s HD subscription package.

The changes see a raft of long-serving members of the commercial team made redundant. These include group commercial sales director Gary Digby, trading director Simon Lent, commercial director Jeremy Lawrence, and creative solutions director Simon Orpin.

Chief executive Adam Crozier, who took over the reins in April, signalled last August that he was planning big changes when he called ITV “dysfunctional” and said: “A key part of the transformation is to ensure that we have the right teams in place, across every aspect of ITV’s business, to deliver on this strategy.”

Hazlitt says that ITV has to become “more client obsessed” and needs to add value by giving clients many more opportunities to promote their brands across multiple platforms.

ITV’s creative and commercial divisions are to work more closely as a result of a “transformation plan” and Hazlitt says it is also crucial that the two sides of ITV Commercial – TV sales and multi-platform and partnerships – become a seamless operation.

“The team will not only help to deliver the creative and commercial convergence that ITV is striving to achieve overall but also the broadband and broadcast convergence that is inevitable in the market as well as the division’s own convergence between TV sales and multiplatform and partnerships. The ultimate aim is to deliver as well in broadband as we currently do in broadcast.”

Hazlitt explains that ITV is no longer content to simply sell advertising spots but aims to create value for advertisers through the “Total Value Creation initiative”, which will maximise commercial value from ITV programmes, such as Coronation Street and Dancing on Ice (pictured).

The company recently appointed Robin Pembrooke as managing director of online and on-demand and his team will focus on delivering high quality viewing experiences across mobile; PC and gaming platforms with recommendations, social integration and targeted adverts.

Christy Swords moved from his role as ITV commercial projects director into the commercial and online team as director of operations and strategy last month.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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