ITV has unveiled ‘There’s No Place Like ITV,’ its most significant marketing push since the launch of ITVX in December 2022.
Created by the in-house agency ITV Creative, the new brand platform outlines ITV’s role in fostering a shared sense of belonging, built on decades of memorable television. It focuses on the joy of being part of an audience – alone or together, in living rooms or stadiums, online or in person.
The work marks the first major brand campaign from ITV Creative since the arrival of Niki Garner as director, Tom Houser as executive creative director and Tatiana Jezierski as head of strategy.
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The platform follows 12 months of internal work on brand positioning, including a review and update of ITV’s distinctive brand assets. It reflects ITV’s increased focus on brand as a key lever within its wider strategy.
Tom Houser explained: “When we say ‘There’s No Place Like ITV,’ we really mean it. We’re the home of so many of Britain’s most loved shows, personalities and cultural moments – but also (most importantly) to an incredible audience who love telly like we do. There truly is nowhere like ITV – this work shouts that from the rooftops with a newfound confidence. It’s a great team effort from everyone at ITV, proof of the power of an in-house team who really understand the brand.”
The campaign launches with a 60-second brand film directed by Felix Brady and produced by Stink Films. The film is a time-jumping story about humanity’s long-standing love of shared entertainment, from watching Shakespeare in ye olde times to I’m A Celebrity in the 21st century. Across eras, audiences continue to gasp, laugh and cry together.
Set to a custom score by Soundtree Music, the film highlights connection through entertainment. It references moments from across ITV, from shouting answers at The 1% Club to tearing up at Mr Bates v The Post Office to laughing with Lorraine over breakfast.
The film is supported by a nationwide campaign featuring more than 50 out-of-home executions, alongside radio, digital and social activity. The OOH work was developed from an open brief across ITV Creative and marketing, encouraging contributions that reflect ITV’s range and cultural depth. The new visual world will run throughout the year, with major bursts in January and Autumn 2026, extending across digital and social channels.
The first burst will appear nationwide, including London, Manchester, Birmingham and Newcastle, reflecting ITV’s production heritage and cultural reach across the UK.
Niki Garner added: “This was a bit of a dream brief for us; creating a viewer-facing brand platform for ITV that grows naturally out of our internal brand positioning and really connects with our audience. Working closely with the marketing team made the whole process really fun and together we shaped both the strategy and the final output. With the A-team in place at ITV Creative, we were able to develop the thinking and deliver all the work in-house, drawing on our deep understanding of the brand and how it needs to show up for viewers.”