Over a year ago I started at ITV; a Creative Strategist role that has allowed me to be the most creative I have ever been and work with the biggest brands in the world on a daily basis. As a central part of the Creative Partnerships team, my role is to take brand partnerships beyond just badging a brand logo on an ITV show. It's about creating integrated campaigns that feel like a genuine partnership between the brand and ITV businesses, ensuring we land objectives and get real, tangible results. Back at LRS, my client-side experience from leading partnerships (Missguided, Antony Joshua, Warner Bros), taught me that the "red thread" is crucial; this is the shared creative platform from both brands in a partnership. In my role at ITV I am responsible for that “red thread”; interrogating briefs, creating a shared purpose & creative "hook”, then ideating & pitching a full campaign idea off the back of it. Tight turnaround times means I have to thin