ITV’s CMO on how the strength of its brand let it absorb negative headlines
Despite a 79% decrease in profits, and the fallout from the This Morning scandal, CMO Jane Stiller insists the ITV brand is in a strong position as she looks ahead to a more positive second half.
By Molly Innes
Despite a stark drop in profits amid a turbulent advertising market, ITV CMO Jane Stiller remains confident in the brand’s direction.
“The results say one thing, but where the brand is, that’s another thing,” she exclusively tells Marketing Week.
ITV will be pleased to put the first six months of 2023 behind it. On a business level, a 79% drop in pre-tax profits, from £219m in the first half of 2022 to £45m this year isn’t something to shout about. This, coupled with – as Stiller puts it, “in inverted commas” – the reputation ‘scandal’ the broadcaster found itself in this May when Phillip Schofield’s affair with a younger member of staff was exposed, has made for a tricky first half to the year.
