Will ITV steal back its TV crown by hiring a creative agency?

ITV is in talks to hire its first creative agency in six years for an under-wraps project that could see the broadcaster reinvent its marketing output as it looks to steal back its crown from digital disruptors.
What the creative agency will deliver for the broadcaster is not yet known. It would be the first prospective creative agency to work on the ITV account since BBH held it between 2007 and 2011. 
ITV has repeatedly denied it is looking to hire an agency of record. When approached by&