‘Hold onto your nerve’ ITV marketing boss urges, after brand revamps for the digital age

November 10, 2016 11:03

The head of ITV’s marketing and media, Reemah Sakaan, has urged broadcasters to hold their nerve and back their vision as they bring their brands into the age of multi-platform delivery channels.

reemah-sakaan-director-marketing-and-media-itv

Sakaan: “We believe this is the golden age of TV”

The marketer, who oversaw the total reinvention of ITV from a much-maligned broadcaster into one of the UK’s most popular channels – both on air and through social media – said that the major challenge of reinventing a brand that had “become a bit toxic” turned into an opportunity to reinvent the broadcaster’s entire relationship with its audience.

As emerging digital players appeared on the horizon threatening to strip away ITV’s audience she said it was an opportunity to “never let a crisis go to waste”.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics