The Alliance of Media Independents and ITV launch backing business fund

The Alliance of Media Independents (AMI) and ITV have announced a multi-million-pound partnership to support independent agencies and their clients in accessing television advertising. The AMI & ITV Backing Business Fund is reserved for AMI member agencies and will help new and returning brands advertise on TV with additional creative, data and outcomes support.

The initiative builds on ITV’s recent efforts to simplify the route into television for advertisers. Earlier this year, ITV, Channel 4 and Sky, working with Comcast Advertising, revealed plans for a joint marketplace enabling new-to-TV advertisers to purchase addressable inventory across all three broadcasters in a single campaign. ITV has also introduced ITV Outcomes Planner, a tool designed to help SMEs forecast short-term business metrics such as web traffic to support their case for TV investment.

Paul Phelps, Vice-Chair, AMI: "The introduction of the AMI & ITV Backing Business Fund is a great indication of how the Alliance of Media Independents can help generate genuine added value, not just for our member agencies but for our clients. Our thanks to ITV for sharing our collective ambition and helping to turn that into a tangible benefit. Without doubt, the fund represents a compelling opportunity for the AMI community to introduce new and incremental brands to AV media.

"Since we launched the AMI earlier this year, we’ve seen a fervent appetite from media owners to engage and explore opportunities to work alongside independent agencies, and this initiative represents an excellent start on that journey with added value for clients and media owners alike."ITV strengthens ties with independent agencies

The fund reflects ITV’s commitment to making TV advertising more accessible for emerging and smaller advertisers while also strengthening its relationship with independent agencies.

Jason Spencer, Business Development Director, ITV: "At ITV we’ve always valued independent media agencies and this collaborative partnership will help transform our way of working to the next level. We are really excited about launching the AMI & ITV Backing Business Fund to help remove the barriers to getting on TV and help them scale their businesses, grow independent media agencies through new clients, and for us at ITV to grow these brands, showing how accessible, affordable and effective TV advertising really is."

www.allindependentagencies.org

www.itv.com

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