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A smooth sea never made a skillful sailor Franklin D. Roosevelt

Dear partner,

This week’s update is a bit like ITV’s beloved Declan Donnelly. Short and sweet.

Well, there are many skillful sailors being made right now! We’ve been greatly encouraged to see the increasing agility from both long-established brands and entrepreneurial D2C businesses. Roberts Bakery is a great example of a traditional business that’s quickly adapted its business model: with flour sales up 180%, this supermarket supplier has swiftly reinvented itself as a direct to consumer brand...

In just a few short weeks they’ve launched a home-baking kit, built a sparkling new ecommerce site, and started delivering next-day to customers homes (Gill in our Manchester office is a very happy customer) and their first spot with us on Monday delivered site traffic and instant sales. We’re thrilled to welcome them back after 5 years, and are grateful to Republic of Media and Propaganda and ITV’s Creative Production team for getting the ad together at breakneck speed.

Watch Roberts Bakery’s adorable new TV ad featuring some home bake wins and some epic fails! 

We're working closely with many other D2C and digital native brands, helping them test the impact of TV on their business. Many are not only benefitting from the increase in online shopping during lockdown, but also from the exceptional value TV is delivering right now… currently offering the lowest cost of advertising in a generation.

We’re also delighted that Peanut (a social networking app for mums-to-be) is about to launch its first ever campaign with us. Meanwhile, Mindful Chef, Pharmacy2U, Cazoo, AO.com and Not On The High Street - digital natives across multiple sectors - are all returning to TV or increasing their investment significantly. Can we help you too? Please get in touch, or get started here…


We had such a positive response to our recent support package for charities that we’re extending it for the month of June. It’s particularly tough for the charity sector right now, so we aim to extend a helping hand by combining cost-effective airtime with free creative production (up to £1,000). If you’re a charity brand, here’s more info on how we can help:

ITV Media: Charity support through May and June

If you’re a fan of C4’s Gogglebox, you may have seen last Friday’s episode where Baasit excitedly told his brother that “Even if a nuclear bomb went off, we’d still all be watching This Morning with Holly and Phil!”

He’s probably right… the show has broadcast live from the studio throughout the entire lockdown - not even a pandemic can stop it! This week’s Powerbank webinar saw Emma Gormley, ITV’s director of daytime, share how our schedule of almost 8 hours of live TV each morning has entertained and informed the nation without interruption.

Next Wednesday’s webinar at 11am will focus on how your brand can stay connected with your customers by harnessing the power of communities and local storytelling, especially whilst we’re still confined to our homes. Kate Waters will host a discussion with ITV soap supremo John Whiston, Lucy West (Head of News, Granada Reports) and Jason Spencer (Business Development Director). Please register below for some inspiration!

ITV Powerbank: The Power of Community, and why it REALLY matters right now

A few weeks ago we announced the launch of The People’s Ad Break: our invitation for viewers to recreate versions of 5 brilliant ads from home, featuring Aldi, Haribo, Honda, Walkers and Weetabix.

Well, the nation did us proud, sending in over 250 home-made versions in less than a week. They need to be seen to be believed! You can watch the 5 fantastic winning entries yourself on Saturday night at 8.45pm in Britain’s Got Talent. Be sure to tune in.

And before I leave you alone with this week’s much-desired weekly viewing report, can I direct you to a powerful new video we’re broadcasting as part of Mental Health Awareness week: ITV.com: Britain Get Talking

It features Ant & Dec, Gordon Ramsey, Tinie Tempah, Holly & Phil, Julie Etchingham, Anna Friel and many more as they connect with each other over a massive Zoom call. It prompts us all to make the one phone call or text that could make the biggest difference to someone right now. Maybe it’ll inspire you into action over this coming bank holiday too?

Have a great break, and we’ll see you on the other side.


Kind regards,

Kelly Williams

MD, Commercial, ITV

Screen Shot 2020 03 27 at 13.52.48
video time: video title: ITV Creative Production Reel

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