ITV is a British free-to-air television channel and remains the biggest and most popular commercial television channel in the United Kingdom.


The Brief

Since the time of ITV's previous strategy refresh in 2010, much has changed. Netflix and its peers have completely changed viewing habits with on-demand content. ITV’s 2018 strategy took account of changes in consumer habits with the senior management team, looking for fun and compelling ways of how to share its vision internally, resulting in the widest possible buy-in from colleagues across the business.

The Solution

We devised and delivered a strategy-in-a-box toolkit for senior leaders and line managers to cascade to their teams. Our tools encouraged individuals to capture their strategy journey, and to collaborate and share with one another. The engaged workforce further promoted the strategy internally, ensuring momentum.

We created a visual identity, with the ‘More Than’ shield being central to the three engines that drive it: strength, accelerate, and create. The shield represented the protection of the brand and works as a visual cue for colleagues to get behind. The other toolkit assets included a manager’s cascade planner, a fun, interactive game that encouraged teams to think creatively about their key priorities, and a how-to guide which detailed all the necessary steps the entire business needed to ensure the success of the strategy. A shortened version was also created to suit the large volume of freelancers working for ITV.

The Results

The toolkit has allowed leaders to communicate more effectively with both full time staff and freelancers, driving a more aligned and strategic management approach.