ITV are completely redefining "integrated creativity" with their two distinct creative approaches of 'Horizontal Integration' and 'Vertical Integration'.
The reasons: to build more effective campaigns for their clients and to help brands connect better with popular culture.
In this session: Vineet Raheja, Head of Creative at ITV, explains the strategy and processes involved.
Horizontal integration: enabling a single advertiser to be embedded in a show using sponsorship, show IP, product placement, talent, branded content, instore promotion and product development. Example: M&S Food
Vertical integration: a unique approach in which a single programme's multiple assets are aligned to different brands. In short, a show can have multiple partners across different vertical editorial strands of the show. Examples: Love Island with its ten partners as the obvious and probably most publicly celebrated example; This Morning and Coronation Street.
The HS Creative Ops events are like a double shot of espresso at 3 in the afternoon on a Wednesday, but the energy I get from it lasts all year!
HS Creative Operations events are a great opportunity to meet professionals from different disciplines and industries with great insights and invaluable experiences to learn from and improve our own working environment. Very inspiring!
These events are helping to quickly solidify Creative Operations teams as a critical capacity in design-led organisations, big and small.