ITV Launches Emmerdale’s Biggest Ever Promotion

ITV’s in-house promotions agency, ITV Creative, is working with top directors in the industry for the first time, in order to launch a series of high-impact promotional campaigns around key programming.

ITV Creative’s 75-strong team comprises producers, directors, copywriters and designers. The unit produces around 1,250 on-air promotions a year from the X Factor to Coronation Street, as well as creating the personality for ITV’s family of channels.

This week sees the launch of Emmerdale‘s biggest ever promotion. The creative has been devised and designed jointly by M&C Saatchi and ITV Creative. The campaign will be unveiled this Friday and will cover outdoor posters, cinema, national press, radio as well as across ITV1.

The Emmerdale promotion is based on the idea of a modern masterpiece and will run with the tagline: “It’s far from quiet in the country”.

The campaign was written and art directed by Kate Hudson at ITV Creative, and Tiger Savage and Paul Pickersgill at M&C Saatchi. Chris Palmer directed the on-air campaign and photographer Finlay Mackay shot the off-air creative.

Chaka Sobhani, controller of ITV Creative, said: “Attracting new and iconic talent to work with ITV Creative is a result of the new culture at ITV and we’re looking to work more with external directors in the future. It heralds a new era for us and one which involves larger scale campaigns with the use of viral promotions. This new creative force will of course continue to benefit from ITV’s promotional airtime which has the unique ability of connecting with mass audiences.”

David Pemsel, marketing director at ITV, said: “This is a sensational new campaign for one of Britain’s best loved shows and marks a step change in ITV’s on-air promotions. We are delighted to have attracted such iconic talent to work with us and believe that these latest promotions will generate real talkability and standout for viewers.”

ITV: 020 7843 8000 www.itv.com