ITV with Lucy Jameson of Uncommon, London
In a world of streaming services, find out how a national broadcaster is sharpening its brand. And how, in a world of content, brand and program attribution are becoming increasingly important. Lucy explains her thinking behind the ITV positioning and how Britishness is something no streaming service will ever own. And how ITV knows how to move people, more than any other broadcaster. The "Characters Matter" campaign for ITV has put UnCommon on the map as one of the best shops in the U.K. See the work below.
Referenced Content:
Under the theme of “Great characters make great drama,” Uncommon wanted to reinforce how no one else does deeply emotive characters as well as ITV. And that this is particularly true in drama.
In the second spot in the drama genre, Brenda Blethyn takes us inside the character of Vera, another internationally popular British drama.
In the main brand spot of the series, Trevor MacDonald, a cherished U.K. broadcaster, reflects on the historical role of ITV in British life and the importance of its progressive thinking and willingness to break with convention.
