ITV Launches Campaign To Boost Television Advertising
ITV Sales will next week launch its long-awaited ‘Values of Fame’ marketing programme in an attempt to convince brands of the benefits of television advertising.
The campaign, which has been developed as part of ITV’s effort to become more client focused, will centre around the proposition that television is the medium that best guarantees advertisers the ability to build ‘brand fame’.
The initiative will launch with a free book designed and created by WPP’s relationship marketing agency rmg:black cat. The book will be rolled out across the advertising community and will provide case study material to support the key benefits of television advertising.
ITV has dubbed these key benefits the ‘Six Values of Fame’ which are as follows: television builds awareness; television enhances brands; television drives sales; television associates brands with must-watch programming; television advertising motivates staff; and television builds widespread brand affirmation.
Jeremy Bullmore, the former chairman of J Walter Thompson, has contributed the foreword to the book. He says: “What’s clear is that famous people and famous things enjoy a status that the unknown don’t: we value them more; we will pay more to see them or buy them. And it’s also clear that no medium has ever been as effective as television at making things and people famous.”
Commenting on the initiative, Justin Sampson, director of customer relationship marketing at ITV Sales, added: “The launch of the Values of Fame programme is the start of a journey during which we will bring to life the tangible benefits that advertisers can achieve through brand fame. On top of the framework that we set out in November, we will add further robust evidence into the effectiveness of television and ITV next year.”
The launch of the Values of Fame programme is the latest in the long line of initiatives designed to improve ITV’s relationship with its key clients. The broadcaster recently appointed specialist consultancy, The Foundation, to work alongside senior members of the ITV Sales team to help develop a new culture based around the needs of its advertisers (see ITV Sales Moves To Strengthen Client Focus).
ITV: 020 7843 8000 www.itv.com
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