In an engaging conversation on “The Place Will Go Show,” Jane Stiller, Chief Marketing Officer (CMO) of ITV, shared her insights into the ever-evolving media industry, her journey through significant roles in marketing, and her unique approach to leadership and innovation. With a career that spans over impressive brands including Mars, Innocent, and M&S, Stiller has not only made her mark as a senior marketer but also as a transformative leader in the dynamic landscape of media.
From Mars to ITV: A Journey of Impact
Jane Stiller’s career journey is a testament to her adaptability and vision. Starting at Mars, where she and the show’s host shared beginnings, Stiller’s career took her through various marketing milestones at Innocent and M&S, culminating in her current role at ITV. Celebrating nearly five years at ITV, she has been instrumental in launching ITX and steering the company through the “choppy waters” of the media industry. Her tenure has been marked by creativity, resilience, and a knack for thriving amid industry challenges.
Embracing the Waves: ITV’s Dynamic Strategy
Despite the challenges facing the media sector, Stiller remains optimistic. She believes that periods of smooth sailing don’t foster creativity or significant achievements. Her strategy involves embracing competition and the fluctuating advertising market with excitement and innovation. Stiller’s approach is about adapting and finding inventive ways to meet viewer needs while ensuring the company continues to thrive.
The Competitive Landscape: ITV’s Unique Position
When discussing competition, Stiller emphasizes the importance of running one’s own race. Drawing on lessons from Mars, she highlights the significance of understanding ITV’s unique place in the hearts of the UK population. ITV, with its rich 70-year history, stands as a central figure in UK popular culture, offering shows that resonate deeply with viewers. Stiller’s strategy focuses on leveraging ITV’s strengths and distinctiveness rather than emulating competitors.
The Role of Technology and ITX
Stiller also touched on the pivotal role of technology in ITV’s growth, particularly through the launch of ITX. This initiative represents ITV’s adaptation to the digital age, offering content that appeals to a younger demographic while remaining true to the ITV brand. The integration of technology has not only enhanced viewer engagement but also transformed internal operations, highlighting the seamless blend of traditional media with digital innovation.
Leadership and Risk Management
A significant part of the conversation delved into Stiller’s leadership style and her approach to risk. Described as calm, strategic, and not prone to overreacting, Stiller views challenges as opportunities for growth. Her leadership philosophy centers on understanding the market, the customer, and the economic fundamentals of the business, enabling her to make calculated decisions confidently.
The Future: Purpose, Performance, and Progress
Looking ahead, Stiller reflected on the evolving role of purpose in branding and marketing. She shared insights into how ITV’s purpose-led campaigns, particularly around mental health, have not only boosted brand affinity but have also translated into tangible viewing increases. This balance of purpose with performance underscores Stiller’s belief in marketing’s role in driving business growth and shareholder value.
In summary, Jane Stiller’s conversation on “The Place Will Go Show” offered a deep dive into the strategic mind of one of the media industry’s leading figures. Her journey from Mars to ITV, her leadership in navigating the complexities of the media landscape, and her forward-looking vision for integrating purpose with performance paint the picture of a marketer who is not just reacting to change but is actively shaping the future of television and beyond.
