Case Studies: ITV Imagine

Internal marketing campaign - large format book

“Cogent brought a freshness of approach and dynamism that really excited us - they hit on exactly what we were thinking about the look and feel of the book” Pele Cortizo-Burgess, Creative Director ITV Imagine

For internal consumption book

ITV Imagine was launched in late 2006 as a centralised unit dedicated to fuelling creativity, curiosity and the continuous exchange of ideas within ITV. Led by Pele Cortizo-Burgess, ITV Imagine was created to help better understand the television market place, to be pioneering, and to create a more integrated approach to creating ideas.

Just like the fashion, design, trend-forecasting and retail industries, ITV Imagine looks to investigate and interpret what’s going on in culture to gain learnings that can take ITV’s offering beyond the UK and in turn, to monitor what's on the rise - be it new distribution models; new ways of generating content; or up and coming formats that are of relevance to its audiences. Just being exposed to different cultures provides us with a different start point in generating ideas.

Since its inception, they've had members of the unit out in the United States, Japan, China, Brazil, India and Chile to investigate cultural shifts, new formats, how people consume content, and new platforms. They’ve curated FOE, an exhibition looking at how entertainment will be consumed over the next 50 years. They’ve even undertaken a cumulative study – called 7-Eleven - of content deprivation that follows the lives of 11 people over seven days as different entertainment platforms are removed from their lives. And much, much more. 

Designed by each and every member of the Imagine team in collaboration with Cogent Design, For Internal Consumption is a synthesis of ITV Imagine’s journey – its cultural learnings, POVs, a celebration of the power of creative thinking and creative action.

According to Pele Cortizo-Burgess: ‘This book is not about ITV Imagine. Instead it’s about celebrating the different facets of creativity – research, assumptions, visual cues, things to react to, curiosity, and most of all, imagination. It’s the result of some people sticking their necks out to provide some points of view that you may or may not agree with. We worked really closely, and collaboratively, with Cogent to bring these ideas to life.’

‘Cogent brought a freshness of approach and dynamism to For Internal Consumption that really excited us – they hit on exactly what we were thinking about for the look and feel of the book.’

Following the success of For Internal Consumption, Cogent continues to work with ITV Imagine, and is currently designing logos for new programme ideas being pitched to the major TV networks in the US.