ITV appoints new ad agency

ITV has appointed BBH as its main creative advertising agency.

BBH, which includes Barclays and Lynx on its client list, has previously worked for ITV on campaigns for the Brit Awards, various primetime ITV shows and Euro 2004.

The agency has now been given the remit to develop off-air creative work across the ITV channel portfolio working alongside ITV Creative, which produces on-air creative, and Dare, ITV’s digital agency.

ITV group marketing director David Pemsel said: "Next year is a crucial phase in ITV’s content-led recovery strategy and the ambition of our programming needs to be matched by the ambition of our creative partners. We wanted an agency who are confident enough to be able to take us in to new territory and BBH are the right people to do that."

Ben Fennell, managing director of BBH, said: "ITV is a great British brand. It's a fantastically creative brand that's going through a really exciting period of re-invention. We're looking forward to partnering David and his team in what will be an exciting journey."

The AAR (Advertising Agency Register) conducted the agency review for ITV’s off-air creative work. ITV's current agency, M&C Saatchi, will continue to produce ITV’s off-air campaigns until the end of 2007.