‘I don’t mind being polarising’: UKTV’s marketing boss on launching its U masterbrand
UKTV’s CMO Penny Brough explains how its “iconic” Cher-fronted campaign launch came to be – and why the change needed to be made to secure long-term growth.
It’s been a long time coming but UKTV has today (16 July) transitioned to its new masterbrand, U, which the broadcaster hopes will unite its streaming and digital offer.
First revealed to Marketing Week in November, U has now launched on air and has seen UKTV’s streaming service UKTV Play become U while its free-to-air channels become U&Dave, U&W, U&Drama and U&Yesterday.
The switchover has seen the team create more than 19,500 assets, according to its CMO Penny Brough, and it is launching with a TV campaign starring iconic singer Cher.
Brough tells Marketing Week she started the process from a “strategic” point of view and spent some time trying to figure out what U’s USP was and what makes it stand out in a crowded field.
