ITV Studios America has promoted Bruce Robertson to executive vice president of creative strategy. Robertson previously served as senior vice president of creative strategy.

Robertson will continue to report to Orly Adelson, president of ITV Studios America, as he oversees the development and creative direction for non-scripted programming and manages teams on the West and East coasts.  Robertson will also manage non-scripted overall and first look deals for the company, and will work on formats to and from the United States with ITV’s offices in the U.K., Germany, France, Australia and the Nordic territories.

“Bruce is a vital member of the senior team at ITV Studios America,” Adelson said . “He continues to grow the non-scripted studio business with his outstanding commercial and creative instincts.”

Robertson joined ITV in London in 2004 and ITV Studios America in 2011.