Brand experience agency Smyle has been appointed by ITV to deliver ITV Palooza 2025, which returns in the commercial broadcaster’s 70th year.
ITV Palooza is ITV’s annual upfront event at which new commercial opportunities and programming are shared with an audience of key advertisers, agencies and talent. For the first time the experience will take place at London’s Barbican Centre and celebrate seven decades of advertising, creativity and culture-defining content.
The evening will highlight the shows, stars, and iconic moments that have defined commercial advertising for generations of UK audiences, and focus on the future and upcoming innovations in commercial partnerships. Smyle’s role is to translate this proposition into a live experience that connects with industry guests on both an emotional and creative level.
Charlie Cooper Henniker, head of brand experiences, ITV said: “ITV Palooza 2025 marks a pivotal moment for us, celebrating 70 years of shaping British culture and advertising. I’m excited to work with Smyle to reimagine this flagship event, showcasing our rich history and future innovations in a truly unforgettable experience for our partners and clients.”
Dom Thomas-Smith, managing director at Smyle, added: “We feel privileged to have become a trusted partner for ITV’s flagship event. Our approach for Palooza is to bring it to life in a way that guests have not seen before, and which celebrates ITV’s history while looking ahead to its future.”