ITV Creates New Unified Insights Team

Veteran UK commercial broadcaster ITV has created a new team, The ITV Insights Group, bringing together its experts in market and media research, analytics and data science. The team will be led by Neil Mortensen, previously Director of Audiences.

The move aims to 'further embed insights into the heart of business decision making, transform complex data into strategic actions that drive growth, and respond to the greater demand for business intelligence and insight to enable informed decision making'. Personnel from the existing Data and Research teams will pool their skills to drive cross-platform audience understanding and advanced predictive analytics for the business.

Mortensen, who becomes Director of the ITV Insights Group, has played a key role in the company's content, streaming and broadcast strategy and brings in-depth experience in agency and media owner roles. Other leadership appointments within the new structure are Lara Izlan, previously leader of the company's Planet V initiative, as Director of Insights; Mike Leverington as Director of Insight Capability, in charge of developing a centre of excellence for all data, research and measurement; and Paul Craigen - who brings experience from integrating research, data and analytics to steer the launch of ITVX - as Head of Central Insight.

The new Group will report to CMO Jane Stiller, who comments: 'In creating the ITV Insights Group we're continuing to build on our strong data foundations with a rich tapestry of methodological expertise, spanning diverse disciplines and informed by the latest thinking in the field, to enable informed decision making across ITV and shape the future of our business'. She adds: 'Neil is a renowned industry figure and anyone who has worked with him will know that his knowledge and passion for the world of data insight is second to none. We're delighted to have such a strong and capable team alongside him leading this change'.

Web site: www.itv.co.uk .