On joining ITV in 2011, Rufus Radcliffe was set the challenge of overseeing one of the biggest wholesale rebrands the channel has ever seen. After completing the project in 2013, Radcliffe says “brand love” for ITV grew significantly. He is now looking to “balance the present with the future to ensure ITV continues to stand out in a rapidly changing world”. Indeed, when he started his role social media was a “minority sport” and Netflix did not exist in the UK. One of the most important metrics of the rebrand’s success was the response online because he believes if people don’t comment, it means they don’t care.