International Keynote – Rebuilding a Brand: How the UK’s Biggest Commercial TV Broadcaster Regained its X Factor

Many know ITV as the largest commercial TV channel in the UK, broadcasting some of the most well-known shows in the globe including The X Factor, Downton Abbey and Britain’s Got Talent. But in 2010, suffering the effects of the global financial crisis and the long-term decline in advertising revenues, the media company embarked on a five-year transformation plan, taking a long hard look at its business and its brand.

ITV’s director of network marketing and media, Reemah Sakaan, joins the Summit to share her insights into what goes into rebuilding a brand. She will outline the major transformation ITV underwent in rethinking its brand purpose, the impact this has had on its approach to marketing, and what it means to be a ‘culture brand’.

Reemah was responsible for spearheading the 2013 rebrand and relaunch of the ITV Network brands, as well as the 2014 new channel launches ITV Encore and ITV Be and the 2015 relaunch of ITV’s on demand service, ITV Hub.