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Inside...ITN Productions

As well as specialising in global news, ITN is now creating advertising through its creative hub, Mark Browning explains.

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Key People

Adam Burnett

Business development director, commercials

Tenure: Three months (still a freshman). Responsibilities: Growing and developing the commercials creative production business. What gets you up in the morning? The thought of working on another exciting project and my fiancée who sleep-talks. Loves: West Ham and my wife-to-be. She will kill me for putting it in that order.

Derek Dyson

Executive producer

Tenure: Five years. A lot has changed here in that time. Responsibilities: Setting up the right teams to deliver commercials and sponsorship projects. No one project is alike – so no one team should be. What gets you up in the morning? Mostly three coffees. But also what I call the “DDD” jobs (dirty, difficult and dangerous). I’ve done all three. Loves: Arsenal, cricket, curry (I’ve judged the British Curry Awards!), Barolo, The Thick Of It, Australia.

Ann Parker

Head of production

Tenure: I started at ITN in March 2012. Responsibilities: Technical overview, production budgeting, scheduling, finance, systems development. Working on new ways of delivering video and audio media and challenging the norm in the process. What gets you up in the morning? The exciting challenges that each day will bring in the office and out of it… and the birds from very early on, as I live out in the sticks. Loves: My job, my kids and my dogs – although not in that order.

What you probably don’t know about ITN is that, as well as being best-known for making TV news for almost 60 years, we also have a creative hub – ITN Productions – that makes a range of commercial and editorial programming for clients. Within that hub, our commercial production team has for the past two years worked with a host of brands, agencies and broadcasters to make innovative, cost-effective and highly creative commercial advertising.

One of the most exciting recent projects that really played to our team’s strengths was working with JWT London and Capita to deliver the "TA live" campaign on ITV. ITN produces multiple live broadcasts every day in the form of our news bulletins, so it made sense that we were the go-to people to deliver ads out of Helmand province. We’re now working on more ideas with a number of brands about fast-turnaround and live ads in the future. Other highlights include advertiser-funded programming such as a Procter & Gamble/Channel 5 tie-up that we developed and produced ahead of the Olympics, and sponsorship idents for some of ITV’s biggest properties, including Nivea’s sponsorship of The Cube and Continental’s sponsorship of Dancing On Ice.

We take the same approach to producing this advertising content as we do to making our news programmes – high-quality production values, speed, streamlined approach, live broadcasting capability, creativity and a focus on storytelling. ITN Productions benefits from the wider ITN infrastructure and we have invested in personnel, technology and expertise since we launched in 2010 so that our burgeoning creative hub delivers internationally acclaimed and multi-award-winning programming such as Sri Lanka’s Killing Fields for Channel 4, entertainment bulletins or video news content for just about all UK newspaper websites. Our commercial and creative teams sit side by side with ITN Productions’ editorial teams, quite often sharing ideas, resources and personnel to bring a greater range of skillsets and a fresh approach to creating impactful ads.

Mark Browning is the managing director of ITN Productions

This article was first published on campaignlive.co.uk

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