‘The model is getting better’: ITV on the competitive advantage of being closer to the viewer
Jane Stiller and Neil Mortensen have helped turn the relationship between marketing and insights into one that is driving success and legitimising both functions in the boardroom.
All marketers need to be close to the customer, but this feels doubly true in broadcasting where the chance to lose a viewer is just a click of the remote away. This means customer insight takes on an extra significance.
As a broadcaster, ITV’s insight function operates very differently to our previous two Customer-First Thinking examples of Boots and EY.
Jane Stiller, chief viewer officer at ITV, has a background in consumer goods from her time at M&S and believes in that category the insight function tends to be quite “embedded” within marketing. However, this isn’t always the case in retail and broadcasting, where insights can feel more “disparate” and far away.
