ITV Studios launches Studio 55
ITV Studios has launched Studio 55, a global brand partnership studio designed to give brands, marketing agencies, and content creators access to ITV’s world-class IP portfolio. Announced at the London TV Screenings, Studio 55 will focus on large licensing deals, global collaborations, and digital-first formats to deepen fan engagement.
The studio, part of ITV Studios’ Global Partnerships division, is led by Will Scougal, EVP of Brand & Commercial Partnerships. Scougal brings extensive digital experience from leadership roles at Snapchat, X (Twitter), and co-founding the social media agency Make My Day.
Studio 55 is built on two pillars:
- Enhanced Brand Licensing – A central hub for global deals across consumer products, live tours, immersive experiences, and major franchises like The Voice and Love Island. Several global licensing deals are expected in the coming months.
- Digital-First IP – Partnering brands, agencies, and creators with ITV’s archive and new shows to co-create digital-first content. Launching the slate is IT STARTED WITH A KISS, an LGBTQ+ dating podcast sponsored by Tinder, produced by Twofour, exploring love and modern dating through celebrity hosts and interactive segments.
Studio 55 will leverage the Zoo 55 team, led by Martin Trickey, to distribute content across ITV’s 200+ social channels, and work with Mike Beale’s Global Creative Network to connect partners with ITV’s 29 unscripted production companies and select independents.
Ruth Berry, President of Global Partnerships & Zoo 55, said the initiative is designed to meet fans “where they are, on every platform,” while Will Scougal emphasized building partnerships that integrate naturally into fan communities.
Scougal’s background includes leading creative partnerships at Snap, building marketing strategy teams at Twitter/X, and co-founding Make My Day, which partnered with brands like Pinterest, TikTok, Netflix, Adidas, and Carlsberg before joining We Are Social in 2025.