Supporting innovation for the UK’s most established commercial broadcaster
ITV’s commercial team wanted to understand how agencies and advertisers perceived ITV’s partnership offer and how it delivered versus competitors.
We designed a qualitative approach to delve into perceptions of the partnership offer across agency investment, comms planning and partnership teams. We gained a clear understanding of where ITV’s partnership offer was adding value and where it could be strengthened.
We were invited back to ITV to shape the commercial proposition for ITVX. Qualitative interviews with an appropriate range of agency specialists provided guidance and prioritisation of formats and tech innovations for the sales team to take to market.
““When we need a thoughtful and expert perspective on how to sharpen our commercial offer for our agency partners, we bring in Work. We know our marketplace well but they always inject a fresh view.””