The channel, which has seen profits plummet as a result of a fall in advertising revenue, has appointed Corine Pouvreau-Miles, The Marketing Store's director of licensing, to take up the newly created position of director of promotions and new business.
Pouvreau-Miles' role will be to extend the opportunities for brands looking to align themselves with the channel's properties. In addition to creating promotions this is also likely to include merchandising.
Despite its problems, ITV still has some of the best-loved properties in the UK. One of these is Coronation Street, for which Pouvreau-Miles says the channel will be looking to create brand partnerships around the soap's upcoming 50th anniversary in 2010.
Pouvreau-Miles' appointment follows reports last month that ITV is restructuring its commercial operation following a review of the business by managing director ITV brand and commercial, Rupert Howell.
The changes will include a restructure of its sales operation with the creation of individual teams to focus solely on the main media buying agencies.
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