Neaves brings more than 12 years' experience at direct marketing and relationship marketing agencies including Wunderman Cato Johnson, GGT Direct and Publicis Dialog, where he has worked on accounts for Ford, Vauxhall Motors and Renault UK.
He will work with ITV's director of customer relationship marketing Justin Sampson to implement marketing strategies for the network and sell television as a medium to advertisers and agencies.
Neaves will also work to promote 'The Values of Fame', ITV's marketing programme, which is designed to entice advertisers to develop their brands using television as a medium.
Sampson said: "Having established the 'Values of Fame' strategy in 2004, this year is important to take the argument on and to deliver effectiveness insight that is both new and practical. Presenting this in an engaging and entertaining way is important and Jeremy's the man to do this."
Outgoing head of customer communications Tamsin Denbigh remains involved in the company on a part-time project consultancy basis.
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