The People’s AdBreak

Role: Creative & Commercial Partnership Manager
Campaign Overview: In response to reduced ad spend and TV ad production during COVID-19, ITV launched The People’s Ad Break, an innovative campaign that encouraged the public to recreate iconic TV ads from major brands. The initiative provided a fresh way for advertisers to maintain brand presence while engaging audiences in an interactive, community-driven format.

Key Responsibilities:

• Creative Development: Contributed to the campaign’s core concept, ensuring it aligned with ITV’s commercial strategy to drive incremental revenue.

• Commercial Partner Management: Secured permissions from brands for the use of their original TV ads and established key contacts to facilitate smooth execution.

• Legal & Compliance Oversight: Worked with legal teams to define terms & conditions, ensuring all aspects of the campaign were legally sound.

• Judging Process Management: Oversaw the submission process and coordinated entries for evaluation by a bespoke judging panel.