UKTV to ‘reinvent Dave for the 21st Century’

UKTV plans to “shift up a gear” in its marketing for Dave after admitting the channel has lost some of the “irreverence” it had at launch.

Dave

The broadcaster has tasked its newly appointed creative agency Mother to create off air marketing campaigns that push the channel’s point of view and brand identity, rather than just its programming.

The amount of marketing activity UKTV produces is also likely to increase as it looks to generate more cut through among viewers.

UKTV marketing director Simon Michaelides told Marketing Week that it plans to move Dave into its “second phase of life” in order to keep the brand fresh and front of mind with viewers.

He added: “When Dave launched it broke all the rules and was seen as the irreverent child in broadcast. Now, because it’s so familiar, it’s lost some of that irreverence – it feels safe: the happy home for witty banter.

“We want to go back to our roots and capture the spirit of what it stands for and reinvent Dave for the 21st century.”

Dave was recently listed in the “top 100 cool brands”, which Michaelides says signals an opportunity for it to lend support to its other channels as a “stamp of quality” to signpost other programmes and drive growth across the network.

Viewers can expect to see a “shift in creativity” in the way it markets all its brands , according to Michaelides – particularly Dave, Watch and Alibi, which Mother has been assigned to.

Michaelides said: “TV compared with other industries is not as brand centric but we see there’s an opportunity to treat our channel brands with the same level of reverence that other industries treat their brands with and push them as hard as programme brands.”

Red Bee Media continues to handle trailers on UKTV’s own network and off air marketing for its other channels, such as Yesterday, Gold and Really.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now