Crozier is “a good choice” for ITV, says ex CEO Mick Desmond
ITV’s decision to appoint Royal Mail chief Adam Crozier is a “smart move”, according to Mick Desmond, ex ITV CEO.
Crozier’s appointment “is not controversial at all”, claims Desmond, who believes that he will be “led by a very good team” with the support of ITV’s new chairman Archie Norman and director of television Peter Fincham.
To Desmond, it makes complete sense to bring in a different character altogether, as Crozier, Norman and Fincham will bring together a “fantastic skills set” to run the broadcaster.
“Norman is not going to be a standoff chairman, he will be very different to previous chairs,” Desmond said. “He will be involved and will build vision.”
Peter Fincham, meanwhile, “could have made a good CEO himself”, according to Desmond. However, “Fincham doesn’t want to be chief executive,” he said. “Peter is a creative man and knows about the entertainment side of the business. ITV doesn’t need someone the same as that.”
Speaking about Crozier, who worked for Saatchi and Saatchi from 1988 until 1995, he said: “People forget that he has worked in the advertising world. He understands what makes it work”.
However, Crozier’s seven years at Royal Mail and two years at the Football Association have made him a less-than-likely choice for many. Media commentator Raymond Snoddy claimed ITV’s appointment is “courageous in the extreme” and added that it means there will be “two people at top of ITV with no experience of broadcasting”.
For Desmond, this isn’t an issue. He believes Crozier’s time at Royal Mail is bound to be unpopular because he “cracked some eggs and made changes, but by doing so turned it around into a money-making business”.
“Crozier is a good choice. ITV needs a change and Crozier will move quickly because he understands what a new media market looks like,” Desmond said.
When asked what Crozier’s focus should be, Desmond said there are two main areas that need work. “One is to develop a clear and coherent digital strategy. The other is to turn ITV into a world class production business, which they are in a good position to do with ITV1 as a major shop window.”