How UKTV is repositioning to ‘revitalise’ its challenger mindset
Rather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.
Covid-19 may have sparked a period of profound disruption and uncertainty, but could this actually be the perfect time for reinvention?
That’s the thinking at UKTV. Rather than pulling the focus off marketing, the broadcaster is embarking on a comprehensive brand repositioning project running across all seven of its channel brands.
The project is the brainchild of chief marketing and transformation officer Simon Michaelides, who in December reprised his role in marketing after stints in transformation and commercial, and Nancy Twynam who joined UKTV in January as marketing director following more than a decade at the BBC.
With Michaelides and Twynam leading the marketing department it felt like the right time to take stock of the competitive landscape, which even prior to the pandemic was highly competitive and complex amid changing media consumption habits and the relentless rise of streaming services.
