Building challenger brands outside the box

The Challenge

UKTV is the multi-award winning media company that reaches over 42 million viewers every month and accounts for 9% of the British commercial TV market. Its 11 channel brands, ranging from comedy to documentaries and everything in between, have become some of the most well known TV brands in the country. With ambitions of stretching a number of their brands to live beyond the TV screen, UKTV approached eatbigfish for help.

The Strategy

We created a series of workshops, involving teams and agencies in creating vibrant new language and thinking around existing brand propositions. Through facilitated workshops, eatbigfish helped the brand teams to develop strong points of view for each of these brands, allowing them to step out of the TV and impose their thinking on the world.

The Results

  1. The fastest-growing TV network in Britain.

  2. Posted record results in 2016.

  3. Success attributed to 'thriving channel brands' and original programming. [Source: UKTV]

The challenger brand work that we did with eatbigfish has transformed our marketing approach on Dave.
— Simon Michelides, CCO, UKTV