ITV Sales Moves To Strengthen Client Focus
ITV Sales is increasing its attempts to introduce a more customer focused approach to business with the appointment of specialist consultancy, The Foundation.
Launched by former DFGW managing director Charlie Dawson five years ago, The Foundation will work alongside senior members of the ITV Sales team to help develop a new culture based around the needs of its advertiser clients.
The main aims of the initiative are to help the broadcaster develop mutual respect with all parts of the advertising community, to become more imaginative in responding to client briefs and to spend more time listening to its customers.
Justin Sampson, ITV’s director of customer relationship management (CRM), said: “The merger earlier this year has been the catalyst that makes this the right time to develop a new culture. There is real appetite within ITV Sales to make this happen and The Foundation demonstrated that they have the right skills to work alongside us as we set out on this journey.”
Charlie Dawson, founder of The Foundation, added: “As someone who has spent time within the advertising community, I instinctively recognise some of the challenges that lie ahead for ITV and we are looking forward to working with them as they seek to establish new brand values in the eyes of the advertising community.”
The project is being driven by the CRM working group, which was formed earlier this year with senior representatives from each of the main areas within ITV Sales. As well as overseeing the appointment of The Foundation, the CRM working group is also in the process of conducting an audit of current attitudes towards ITV’s customer service amongst advertisers, media planners and media buyers.
ITV has had a hard time recently with advertising revenue dipping by 6% year on year to just over £105 million during August. The latest agency estimates compiled by MediaTel Group show that the UK’s largest commercial broadcaster has hard hit by the success of the BBC’s Olympic coverage and a bumper summer for Channel 4 (see NewsLine).
ITV: 020 7843 8000 www.itv.com
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