One of the biggest questions in marketing is how to ensure your brand stays relevant. How do you make it matter, as the world changes?
Over the last decade the TV landscape has shifted dramatically. The global streaming services – Netflix, Amazon and Apple - are pouring previously unimaginable amounts of money into new productions and changing the way people watch TV.
In 2019 alone, Netflix spent a whopping $15bn on content. More than ITV’s entire market capitalisation. With a new CEO - Dame Carolyn McCall - in place, ITV responded to these changes, with a new brand purpose and strategy, ‘More than TV’. This new strategy had two elements. First, ITV will move beyond traditional broadcast TV, into creating direct to consumer relationships, from SVOD (subscription video on demand) to events, competitions, merchandise and so on.
Second, we would reposition ITV as a creative force which does more than entertain: it makes a difference to British culture in a way that global competitors cannot.
Winning category: transforming corporate culture
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