BRANDING: ITV picks BDA to boost brand prior to relaunch.(Bruce Dunlop & Associates)(Brief Article)

Beleaguered broadcaster ITV has hired creative shop Bruce Dunlop & Associates (BDA) to reinvigorate the identity of its ITV1 channel ahead of a major relaunch in the autumn.

BDA will be managed by ITV's new ad agency Bartle Bogle Hegarty, which is working on a broader brief to 'restore the magic' of the brand for customers and viewers.

ITV has suffered a torrid 12 months due to the worst advertising recession in a decade, a loss in audiences to a resurgent BBC, and negative publicity surrounding the collapse of ITV Digital.

ITV marketing and commercial director Jim Hytner said BDA will 'modernise' ITV1's blue and gold identity and develop a series …