ITV has confirmed that Graham Duff has been appointed managing director of its merged sales operation.
Duff, currently chief executive of Granada Enterprises, will lead the integration of Carlton and Granada’s sales operations following the completion of their long awaited £4.5 billion merger early next year (see
Advertising Industry Consulted On ITV Merger Remedy).
The new role will see Duff report directly to Mick Desmond, chief executive of ITV, who commented “We look forward to ITV being able to sell its product as one sales house for the first time, just like any other media business. Graham will bring a wealth of media buying and selling experience to the new role as well as an in-depth understanding of the needs of the advertising community.”
Duff added: “ITV Sales will need to work in very close partnership with advertisers and media buyers and really let TV and ITV deliver for advertisers’ brands. My first job will be to put the right people, sales structure and processes in place to make that happen.”
The Government’s decision to allow Carlton and Granada to merge without selling off their sales houses received a mixed reaction from advertisers, who are concerned that a single ITV will exercise too much power in the television advertising market (see Advertisers Give Mixed Reaction To ITV Merger).
Recent research from the Financial Times revealed the majority of advertisers and media buyers fear that the creation of a single ITV sales house will drive up the cost of airtime (see Advertisers Fear ITV Sales House Will Push Up Airtime Costs).
Carlton and Granada recently confirmed that the former head of Lloyds TSB Sir Brian Pitman is to become interim chairman of ITV plc (see ITV Plc Unveils Steering Committee).
