Rupert Howell, best known as the man behind the “You’ve Been Tangoed” soft drinks commercials, is being wooed for a new challenge - putting some fizz back into ITV.

He is one of several senior media bosses to have been approached by Michael Grade, the ITV chairman, to join the broadcaster in an expanded role that covers its sales, internet and other commercial operations.

The role could be a springboard to succeeding Mr Grade, who has said that he will relinquish executive responsibility in 2010.

Mr Howell founded the HHCL advertising agency – which produced the Tango ads – in 1987, and most recently ran European operations for Interpublic’s McCann Erickson.

Other high-profile campaigns under Mr Howell include the “Slag of all snacks” adverts for Pot Noodle, and Ronseal’s slogan: “It does exactly what it says on the tin.”

Mr Howell was seen as a possible contender to be chief executive of ITV before Mr Grade was named as executive chairman.

The recruitment process is believed to be at an early stage, and other candidates were being canvassed only recently. Last week, Mr Grade also contacted Dominic Proctor, the chief executive of WPP’s Mindshare media buying division, about joining ITV. Mr Proctor, one of Sir Martin Sorrell’s senior lieutenants, is not thought to be interested.

The commercial director will replace Gary McCulloch, who left as head of sales a few months after Mr Grade arrived.

The remit of the new job also puts a question mark over the future role of Jeff Henry, the executive behind the controversial ITV Play phone-in quiz shows, since it encompasses at least some of his responsibilities.

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