MindShare Scoops ITV Account To Become Media Partner

ITV has appointed MindShare as its new media partner in order to “develop its performance management processes”, as well as managing the day-to-day marketing activity across its family of channels.

MindShare will also work on the broadcaster’s segmentation project, combining its role with developing ITV’s framework for measuring ROI (Return On Investment), as well as its strategic media planning and buying for the ITV account.

The account was won by MindShare following a three-way pitch against Manning Gottlieb OMD and ZenithOptimedia. ITV stated that, while all agencies delivered strong pitches demonstrating creative flair and a strong insight into the ITV brand,MindShare’s strategic expertise and the “depth and diversity” of their offerings clinched the deal.

Announcing the appointment, ITV’s marketing director, Clare Salmon, said: “We were very impressed with the quality and freshness of all of the agency presentations we saw. This was a very tough decision for us. I am delighted to be working with MindShare who showed real flair in interpreting our brief. They will be a critical part of helping us to put the viewer at the heart of our marketing strategy.”

Kelly Clark, chief executive officer of MindShare, added: “There’s new momentum in ITV to put the viewer more firmly at the centre of their business model. We’re really excited to be contributing to this, and we’re proud to be helping an iconic British brand like ITV improve its marketing effectiveness.”

ITV: 020 7843 8000 www.itv.com

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