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ITV Ann Summers Argos

ITV boss: advertisers need to be more creative

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By The Drum Team, Editorial

September 16, 2011 | 2 min read

ITV’s managing director of commercial and online, Fru Hazlitt, said that advertisers have ‘not moved on’ from what they can do in a 30-second slot – something she called ‘appalling’.

Fru Hazlitt

Speaking at the RTC Cambridge Convention, Hazlitt called on advertisers to be more creative with what they can do with adverts, with the Ann Summers partnership with The Only Way is Essex, and an interactive Argos advert during Emmerdale held up as examples.

She said: "ITV is the country's most powerful marketing platform and it is appalling that the advertising industry has not moved on with what they do with the 30-second spot.

"If they say this 30-second spot is connected with something you can do online, then hey presto you are engaged with the consumer."

Hazlitt said that despite the growth of online and on-demand viewing linear television was still ‘massively powerful’.

She added: "What this isn't is the earth was flat and suddenly it's round and that's the end of it. We continue to have a very big free-to-air business, which we are monetising through advertising.

"It's a bit like if you were a poet or a writer and then the printing press comes in, you might have thought, oh no, I still want it to be written by a monk and you're frightened that it's not written by a monk. But the opportunity is that your very fabulous programme gets distributed in many different ways."

ITV Ann Summers Argos

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