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How ITV is turning attention into an advertising advantage | Eve Wright, Head of Media Strategy, ITV
04/13/2026
How ITV is turning attention into an advertising advantage | Eve Wright, Head of Media Strategy, ITV
Today, TV isn’t just competing with other broadcasters, it’s competing with everything. In a world of fragmented attention, shifting viewing habits, and algorithm-driven feeds, the question isn’t whether TV still works, but how it proves its value. In this episode of Brave Talk, our strategy director, Brenda Imeson sits down with Eve Wright, Head of Media Strategy at ITV, to unpack how ITV is evolving from a collection of shows into a cohesive masterbrand built for the modern attention economy. From shared cultural moments to the role of attention and trust in effectiveness, Eve explains how ITV is reframing its offering for advertisers — combining the scale of linear with the precision of ITVX, and making the case for long-term impact in a short-term world. Brave Bison is a media, marketing and technology company purpose built for now and what’s next. Its 400+ strong team across four continents is made up of deep specialists in performance media and commerce technology, alongside social media and influencer marketing agency SocialChain, fan engagement experts Engage Digital Partners, and specialist strategy and insights consultancy MTM. The company also generates revenue via a digital media network of owned and operated channels, and offers industry-leading training in brand and marketing strategy via its eLearning platform MiniMBA. Clients include New Balance, Specsavers, SharkNinja and Real Madrid. Visit for more.
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