Rupert Howell, the commercial director and the man credited with revitalizing relations between the UK’s biggest commercial broadcaster and advertisers, has parted away with ITV, a report suggests.

In leaving ITV shortly after the arrival of Archie Norman as the new chairman, Mr. Howell has joined John Cresswell.

On June 1, Mr. Howell is to step down as a Director and Managing Director of ITV Brand and the Commercial at the end of July.

Adam Crozier took over from Mr. Cresswell last month, but in announcing the departure of Mr. Howell, the company did not say who would be succeeding him.

Mr. Crozier will now have his own choice of executive in two of the three main divisions of ITV, commercial, programming and scheduling.

Last month Mr. Crozier recruited Kevin Lygo from Channel 4 to run ITV Studios, the in-house production division.

Disappointed for not becoming the chief executive in the recent appointment process, Mr. Howell’s had not intended to stay long at ITV unless he had been given the top job, a friend said. He was formerly chief executive of Chime Communications, a leading PR firm.

Mr. Howell, who joined ITV in 2007 and became a main Board Director in February 2008, had built “advertiser confidence in ITV and delivered a strong performance through what has been the worst advertising downturn on record”, Mr. Crozier said in a statement.

He added: “Under Rupert’s leadership the commercial team has made significant progress in adapting to the challenges of the new media marketplace. We will continue on that journey, working in close partnership with our advertisers as we transform ITV’s business over the next three to five years”.

ITV shares were little changed at 55.6p in early London trading.