Lucy Pack
Head of brand
ITV
Lucy Pack joined ITV over a decade ago and has worked her way up to become head of brand, a role she stepped into at the beginning of last year.
Her career path has spanned multiple divisions, from marketing executive for entertainment, comedy and film to marketing manager for ITV2, giving her a broad perspective across ITV’s brand ecosystem.
Pack has been credited by her nominator for leading the launch of ITV’s internal initiative ‘Making What Matters’ and for the creation and roll-out of a new design system for all viewer-facing marketing, bringing the ITVX and ITV worlds together.
During her tenure, ITV has been on a journey, adapting to changing consumer habits, while competing not only with traditional broadcasters but also global tech platforms.
Pack says there has been a "fundamental shift" in the attention economy and the scarcity of deep attention since she first began her career.
"We all as marketers now have to work a lot harder and smarter to gain the attention of our customers. In a world where we all now, on average, scroll the length of the Eiffel Tower daily, amassing impressions is simple, but achieving true engagement is a core challenge," she argues.
"That thought that pops up as a ‘silly idea’ is likely gold, so ask the questions, be relentlessly curious and bring your ideas to the table - what is the worst that can happen?"
Despite this pace of change, Pack is comfortable operating within uncertainty, noting that throughout her career, “change has been the constant operating environment – and it doesn’t look like that is going anywhere”.
The real challenge, she believes, lies in having the “courage to say no” when change does not align with the brand’s mission.
"It is easy to get swept up in the latest fad and divert resources," she adds, noting the cornerstone of good leadership is the ability to balance the two.
She describes this as: "Embracing technological or cultural shifts (what changes) while simultaneously staying relentlessly true to the fundamental principles of marketing and the brand’s core mission (what stays the same)."
Looking ahead to the next 10 years, Pack believes customer expectations will continue to rise, alongside an increasing sense of disconnection and lack of community.
"Communities and experiences will continue to become more important, if not vital, to bridge the gap between digital convenience and human need,” she adds.
This perspective shapes her advice for those considering a career in marketing: “Be fearless, not faultless,” she says.
"I think we spend a lot of time trying to present the best ‘perfect’ and polished versions of ourselves and often that can be the very thing that holds us back," she adds.
"That thought that pops up as a ‘silly idea’ is likely gold, so ask the questions, be relentlessly curious and bring your ideas to the table – what is the worst that can happen?"
