ITV Says ‘There’s No Place Like ITV’ With Love Letter to Shared Entertainment

​ITV has launched its brand platform ‘There’s No Place Like ITV' with a campaign celebrating the joy of shared entertainment. Created by ITV Creative, the work positions the broadcaster as a home for cultural moments that bring audiences together.

The campaign marks the broadcaster-streamer’s biggest marketing push since the launch of ITVX in December 2022. This is also the first major brand campaign from in-house agency ITV Creative since the arrival of Niki Garner as director of ITV Creative, Tom Houser as ECD and Tatiana Jezierski as head of strategy.

The brand platform is the result of ITV’s increasing focus on its brand as a key lever within its wider viewer strategy and follows 12 months of internal work on brand positioning, including a review and update of distinctive brand assets. ‘There’s No Place Like ITV’ was developed based on in-depth viewer research and celebrates how viewers see ITV vs its competitors - a relatable brand, where viewers feel like they belong.

Created by in-house agency ITV Creative, the platform expresses ITV’s role in creating a shared sense of belonging, built through decades of iconic television. It celebrates the joy of being part of an audience — alone or together, in living rooms or stadiums, online or in person. It frames ITV as a forward-looking brand that continues to create shared cultural moments every day.

Tom Houser, executive creative director, ITV Creative, said, “When we say ‘There’s No Place Like ITV’ we really mean it. We’re the home of so many of Britain’s most loved shows, personalities and cultural moments – but also (most importantly) to an incredible audience who love telly like we do. There truly is nowhere like ITV – this work shouts that from the rooftops with a newfound confidence. It’s a great team effort from everyone at ITV, proof of the power of an in-house team who really understand the brand.”

A love letter to connection through entertainment

‘There’s No Place Like ITV’ is a fully integrated campaign launching across TV, radio, online and social as well as extensive out-of-home activity nationwide.

The campaign features a 60 second brand film directed by Felix Brady and produced by Stink Films. The film is a fast-moving, time-jumping story about how since the dawn of time, audiences have loved the shared experience of being entertained. Whether it’s watching a Shakespeare play in ye olde times or I’m A Celebrity in the 21st century, audiences may gasp, laugh and weep with equal measure.

Set to a custom score by the award-winning Soundtree Music, the film celebrates connection through entertainment, reminding viewers that whether you’re shouting answers at The 1% Club, tearing up at Mr Bates vs The Post Office or laughing with Lorraine over breakfast, there’s still no place like ITV.

Not just a TV spot!

The film will be supported by a nationwide campaign of over 50 out-of-home executions, as well as radio, digital and social activity that builds on the Spark Yellow visual identity introduced with ITVX. These striking digital and out-of-home executions pair ITV moments and talent with a sharper, refreshed tone of voice - warm, direct, self-aware, occasionally cheeky, and always optimistic. From the Love Island ick to the ITV News at Ten, from Trigger Point to the 1% Club each execution proves in its own way that There’s No Place Like ITV.

The TV spot premieres on January 1st before Red Eye, ITV’s New Year drama thriller starring Jing Lusi and Martin Compston. Digital campaign activity begins from the 2nd Jan and then out of home activity launches from the 5th January.

The OOH work was born from an open brief across ITV Creative and marketing, encouraging creative contributions to reflect ITV’s range and cultural depth. The new visual world will run throughout the year with major bursts in January and Autumn 2026, extending across digital and social channels.

The first burst will appear across the UK, including cities such as London, Manchester, Birmingham and Newcastle - reflecting ITV’s production heritage and cultural reach across the country.

​Paul Ridsdale, director of brand and marketing, ITV, said, "'There's No Place Like ITV' captures who we are at our best; a brand that connects the nation through relatable shows which reflect their lives. It showcases how entertainment has always been a powerful connector of people, bringing us together and emotionally engaging audiences. The new brand platform will sit at the heart of our 2026 plans, with early viewer testing giving us confidence that it will drive growth in both the short and long term.”

Niki Garner, director of ITV Creative, said, “This was a bit of a dream brief for us; creating a viewer-facing brand platform for ITV that grows naturally out of our internal brand positioning and really connects with our viewers. Working closely with the marketing team made the whole process really fun, and together we shaped both the strategy and the final output. With the A-team in place at ITV Creative, we were able to develop the thinking and deliver all the work in-house, drawing on our deep understanding of the brand and how it needs to show up for viewers.”

Entertainment that connects and reflects Britain

Rooted in audience insight and cultural research, the brand platform defines ITV’s unique place in British life: proudly mainstream, unashamedly broad, and deeply connected to its viewers.

While viewing habits evolve, the sense of being part of something bigger remains.

At a time when people are more digitally connected yet socially distant, ITV’s message is simple: entertainment matters because it brings people together. Whether watching live sport with family, laughing together on the sofa, or joining the national conversation around a new drama, ITV remains the place where people can meaningfully connect.

With public service at its core, ITV’s connection with audiences ensures it is always grounded, inclusive and never patronising - and ultimately making what matters.

ITV Creative’s role

ITV Creative has driven a strategic, visual and tonal redefinition of ITV over the past year - redesigning the masterbrand assets, developing the new tone of voice, and unifying internal and external messaging. The campaign stands as a proof point of the in-house agency’s role as a strategic and creative partner to the business.