ITV Studios Launches Studio 55 to Integrate Brands with Global IP Portfolio

Ruth Berry, President of Global Partnerships & Zoo 55 at ITV Studios, officially announced the launch of Studio 55 during the London TV Screenings. The new entity is designed as a global brand partnership studio, providing commercial partners and content creators with direct access to ITV Studios’ international portfolio of intellectual property (IP).

Studio 55 operates within the Global Partnerships division and focuses on three primary areas: large-scale licensing deals, global IP collaborations, and digital-first formats. The objective is to enhance fan loyalty and diversify how audiences engage with television brands across multiple platforms.

Leadership and Strategic Pillars
The studio is headed by Will Scougal, recently appointed as EVP of Brand & Commercial Partnerships. Scougal joins the company with extensive experience in the digital sector, having previously served in leadership roles at Snap and Twitter (X), and as co-founder of the social media agency Make My Day (integrated into We Are Social in 2025).

The operations of Studio 55 are structured around two core pillars:

Supercharged Brand Licensing: A centralized hub for global consumer products, live tours, and immersive fan experiences for franchises such as The Voice and Love Island.

Digital-First IP: Collaborations with brands and agencies to co-create formats utilizing ITV Studios’ archive and new IP. These formats will be published by the Zoo 55 team, led by Martin Trickey.

Initial Projects and Partnerships
The studio’s first major project is "It Started With A Kiss," an LGBTQ+ focused dating podcast produced by Twofour (part of ITV Studios). The program is headline-sponsored by the dating application Tinder. The format features celebrity hosts and guests discussing modern dating, including a specific segment titled "Hot Date," developed in conjunction with Tinder to explore idealized dating scenarios.

Furthermore, Studio 55 will collaborate with Mike Beale and the Global Creative Network to link partner brands with the production capabilities of ITV Studios’ 29 unscripted production companies and selected independent producers.

Executive Perspectives
Ruth Berry, President of Global Partnerships and Zoo 55, stated: 'With the launch of Studio 55 and Zoo 55, I feel we are truly set up for the future of entertainment. We have expanded our infrastructure to allow us to broaden our range of partners to brands, agencies, and creators, as well as licensees'

Will Scougal, EVP of Brand and Commercial Partnerships, added: 'Our ambition for Studio 55 is to help brands become a natural part of the communities fans love and even create fandoms of their own. We want to build partnerships that feel like a natural way to meet people where they are'.

 

LC