English & Pockett has been appointed to rebrand the ITV network, following a credentials and pricing pitch against Ortmans Young and Red Pepper.
Lambie Nairn, which last year rebranded the BBC, took part in the early stages of the tender, but pulled out as it “was not appropriate” to continue, says a consultancy spokeswoman.
E&P, then English Markell Pockett, developed ITV network’s current image nearly ten years ago with Michael Peters & Partners (DW 28 July 1989).
“In recent years, rival channels have moved ahead of us in quality, modernity and simplicity,” says ITV marketing and commercial director John Hardie. “It is time to re-invigorate ITV by incorporating the network and brand more broadly and consistently.”
E&P is looking at both on- and off-screen branding, and will carry out a “twinning” process with its regional channels.
This process will emphasise individual channel brands as well as ITV, says E&P managing director Jane Roberts. “It’s too soon to say which [of the 15 regional channels] will be rebranded,” she adds. The new identity is scheduled to go live this autumn.
The consultancy is also branding ITV2, the network’s digital terrestrial channel service launching in November.
Sky One relaunched on Sunday with a new on-screen look led by in-house creative director Graham Burrells.