The phoenix rises from the ashes

Marketing campaign management system


The Challenge

ITV’s creative team is responsible for making over 1000 on-air promos every month for its catalogue of programmes. The promo creation process requires co-operation between the creative, marketing, media planning and compliance teams adding complexities to the activity in terms of versioning, localization and approval from different departments. The process involved emails, spreadsheets and a lot of other processes and tools to get the job done. The fragmented and largely manual nature of the process made it expensive, time-consuming, error-prone and stressful for the teams involved. ITV evaluated off-the-shelf solutions but found them inadequate.

What we did


  • UI & UX design
  • User testing


  • Back & Front-end

We customized Cantemo Portal and Vidispine to create a new marketing campaign management system for ITV. The system was developed and implemented to streamline the production and delivery of on-air and digital marketing campaigns to tens of millions of monthly ITV viewers.

The system combines a custom built media planning application for broadcast and digital media with a MAM-system to keep track of produced video assets. The users of the system can now focus on the contents and logics of the campaigns rather than juggling the hundreds of versions of each campaign that are being produced and prepared for playout.

Codemill offered a mix of UX-design, front-end and back-end development during the whole project. All planned in sprints according to an agile development process.

The results

The bespoke campaign management system has resulted in significant cost savings by doing away with the need to hire extra resources to work during peak season. Productivity and efficiency by reducing manual processes, use of different tools and communicating back and forth on routine corrections

IBC Innovation award

Codemill nominated for IBC innovation award.

Read the full story (in swedish)

Techniques used

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