Buss, currently client services director at Research International and before that global strategic planning director at WPP's Red Cell Network, will report directly to ITV's commercial director, Ian McCulloch, with a brief to build closer relationships with key advertisers.
McCulloch claimed that ITV would be seeking to do more business direct with major advertisers and accused agency buying operations, like Group M, of harming creativity and turning relationships between broadcasters and advertisers into a commodity business.
Buss will be one of four ITV staff reporting directly to McCulloch, along with ITV Sales managing director Gary Digby, director of marketing and commercial strategy Clare Salmon and head of knowledge management Andy Bagnall.
McCulloch said: "I'm happy now that I have a management team in place which is better balanced and gives ITV a real point of difference. The TV market at the moment is very dysfunctional because of the rise of agency buying operations which are stifling creativity."
He said Buss, whose credentials include becoming the youngest planning director at Saatchi & Saatchi and VP of strategy and planning at MTV Europe, would aim to build direct relationships with clients. "The pooled buying operations will probably try to get in the way, but we've had a lot of input from clients saying they want to build different relationships."