ITV
Building a Globally Relevant Creative Leadership Through Inclusion-led Capability
We built the capability for TV creators around the world in service of a global strategy for inclusion
The Challenge
As a global producer, broadcaster, and streamer, ITV was embedding a new international strategy for inclusion across its markets. The challenge wasn’t intent—it was leadership confidence and consistency.
With creative decisions being made daily across territories, ITV needed leaders who could navigate cultural complexity, language, and bias with clarity—ensuring the strategy translated into real-world creative judgement, workplace culture, and output.
Our Role
We partnered with ITV to build inclusion-led leadership capability at a global level, equipping senior creative and operational leaders with the shared language, cultural intelligence, and practical confidence needed to activate the strategy locally.
Rather than a one-size-fits-all programme, we designed an approach that balanced global coherence with local relevance—recognising that inclusion plays out differently across markets, genres, and production contexts.
What We Delivered
Following an Unpack → Untangle → Unlock approach, we delivered:
Market-specific leadership diagnostics
One-to-one conversations with leaders across the Netherlands, Germany, and Australia surfaced local realities, maturity levels, and pressure points—ensuring the programme was grounded in lived context, not theory.A bespoke two-module leadership programme
Custom-designed learning modules focused on:Bias and decision-making in creative and leadership contexts
Inclusive language and its impact on culture, talent, and storytelling
Inclusion as a leadership capability, not a compliance topic
Locally adapted delivery
Content was tailored to Dutch and German cultural contexts, including delivery in local languages, ensuring relevance and credibility in-market.Self-serve learning resources
Independent materials supported continued learning beyond live sessions, reinforcing capability over time rather than relying on one-off interventions.
The Impact
150 leaders engaged across three international markets
+15% increase in reported confidence in navigating inclusion-related leadership decisions
+43% increase in understanding of the cultural dynamics shaping workplace culture and creative environments
Most importantly, leaders left better equipped to apply inclusion as a lens for judgement, not just knowledge—supporting stronger culture, clearer leadership, and more relevant creative work across ITV’s global footprint.
What Makes this Case Relevant?
This work demonstrates how Inclusion-led Relevance can be operationalised globally without dilution—building leadership capability that flexes by market while staying anchored to a shared strategic direction.
It shows that when inclusion is treated as a core leadership skill, not a training topic, organisations gain the cultural confidence needed to lead, create, and compete at scale.