Britain’s leading commercial broadcaster ITV has launched “There’s No Place Like ITV,” its most ambitious brand campaign since the rollout of its streaming service ITVX in December 2022.
Created entirely in-house by ITV Creative, the initiative marks the first significant marketing push under the direction of Director of ITV Creative Niki Garner, Executive Creative Director Tom Houser, and Head of Strategy Tatiana Jezierski.
The new platform celebrates ITV’s longstanding role in creating shared cultural experiences, emphasizing the joy of collective viewing—whether audiences gather in living rooms, stadiums, online communities, or public spaces. By highlighting decades of iconic television moments and beloved shows, the campaign positions ITV as a unifying “home” for entertainment that brings people together.
Paul Ridsdale, ITV’s Director of Brand and Marketing, described the shift as a strategic evolution: the broadcaster is moving beyond product-focused promotion of ITVX to invest in broader brand building. “The ITV brand itself is a key lever for our next stage of growth,” Ridsdale said, noting the campaign’s emphasis on heritage while reinforcing relevance in a competitive media environment.
The launch features a captivating 60-second brand film directed by Felix Brady and produced by Stink Films, accompanied by a custom score from Soundtree Music. The time-jumping narrative traces humanity’s enduring passion for shared storytelling—from historical gatherings to contemporary hits like I’m a Celebrity… Get Me Out of Here!—illustrating ITV’s central place in connecting viewers through entertainment.
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Tom Houser, Executive Creative Director at ITV Creative, called the work a bold affirmation of the broadcaster’s unique position: “We’re the home of so many of Britain’s most loved shows, personalities and cultural moments… There truly is nowhere like ITV.”
Niki Garner echoed the sentiment, describing the brief as a rewarding opportunity to craft a viewer-facing platform rooted in internal brand positioning. “With the A-team in place at ITV Creative, we were able to develop the thinking and deliver all the work in-house, drawing on our deep understanding of the brand and how it needs to show up for viewers,” she said.
The campaign represents a confident step forward following 12 months of internal brand positioning work, including updates to distinctive assets such as the prominent use of ITV’s signature ‘spark yellow.’ It adopts a fully integrated approach, spanning TV, radio, digital, social media, and more than 50 out-of-home placements nationwide, with major activity bursts planned throughout the year, including January and autumn.
The rollout comes amid intense competition in the UK media landscape, where ITV aims to deepen viewer engagement, strengthen cultural relevance, and drive long-term growth. By focusing on the emotional power of shared experiences, “There’s No Place Like ITV” reaffirms the broadcaster’s heritage as a national unifier while signaling its forward-looking ambitions in an evolving entertainment ecosystem.
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