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ITVBe burst onto the daytime entertainment scene with a glittery bang - achieving the highest launch night viewing figures for a digital channel in the UK.

We assembled a bespoke creative team to work on the new channel brand which put a fresh, social media spin on its on-air packaging and introduced innovative formats such as user generated on-air idents. Deliverables included the full on-screen branding with stings and idents, a launch campaign spanning print, digital and promos and a star-studded launch event.



Bronze Promax
Best Reality Promo (Originated), ‘TOWIE Moving’

Bronze Promax
Best On-Air Ident Campaign (In-House)

Bronze Promax
Best Cross-Media Campaign for a Channel

Executive Creative Director
Tony Pipes

Creative Director
Gavin Leisfield

Head of Production
Jen Lane

Built in-house for ITV


Channel launch video

TOWIE moving to ITVBe promo