The challenge
ITV Studios needed to reposition and relaunch its international pay-TV channel across diverse APAC and Middle Eastern markets while maintaining alignment with UK headquarters.

What I did
Led local market research, positioning and messaging in collaboration with UK HQ, including the channel rename to ITV Choice. Developed and delivered the regional rebrand and integrated relaunch across 12+ markets, including major campaigns in Hong Kong, Dubai and Malaysia.

The outcome

• 60% increase in brand awareness
• Rebrand rolled out across 12+ markets
• Successful channel rename and relaunch
• Stronger global and local brand alignment