ITV Creative

Three years ago, ITV Creative was a production team executing promos. Today, with Campaign's In-House Agency Leader of the Year Niki Garner at the helm and ECD Tom Houser in place, it is the creative force behind ITV's most commercially critical strategic priority: Supercharge Streaming. It conceives brand platforms, launches channels, markets tentpole entertainment, and delivers commercial creative – all in-house.

The last year has been HUGE for ITV Creative. It launched ITV’s biggest brand campaign in the broadcaster’s 70 year history. There's No Place Like ITV now stands as a brand platform for the entire business and every touchpoint for its communications. Headlines from The Drum and Marketing Week announced: “ITV launches first major brand campaign under new leadership” and “Why ITV is investing in brand to drive its next phase of growth”.

ITV’s smash hit of 2025 was British crime drama Code of Silence and the supporting campaign by its in-house agency was bold - ITV Creative launched soundless social content featuring the show's star, Rose Ayling-Ellis, where she invites the viewer to lip-read, really drawing them into the content and piquing their interest in the show.

Tom Houser’s personal piece he wrote for Campaign on why burnout is endemic in our industry was one of the most read opinion pieces of 2025. This is an agency carving its own destiny, responding to the business needs and rising to the challenge, all whilst being led by a modern leadership team that drives an open and supportive work culture.