The ailing broadcaster has handed the brief to Tulchan Communications, following a heavyweight pitch which featured Brunswick, FD and 14-year incumbent Citigate Dewe Rogerson.
The change of agency comes four months after CEO Michael Grade arrived from the BBC, swiftly implementing a three-year turnaround plan.
Tulchan, which has advised Marks & Spencer throughout its turnaround, was able to offer experience of a company in a similar position to the broadcaster. ‘ITV and M&S's situations are similar,' said Tulchan founder Andrew Grant, who heads the account.
ITV group comms director Brigitte Trafford said Citigate had been ‘outstanding' but the channel's needs were changing.