Channel 4 to launch new creative solutions initiative

Channel 4 Sales has announced the appointment of Charlotte Rowland to the newly created role of creative strategist in a bid to “bring together the whole creative power of Channel 4 to deliver agencies and clients fully integrated marketing solutions.”

Bringing 10 years’ media experience from agencies including Carat, ZenithOptimedia and, most recently, Havas Media, Rowland will be responsible for developing and driving a “focused creative agenda” and formulating a “best practice innovations tool-kit” which will inform the way Channel 4 Sales’ agency team works with agencies and clients.

She will report to the broadcaster’s digital and creative lead, David Amodio.

Commenting on the appointment, Channel 4’s sales director, Jonathan Allan, said: “As industry leaders in innovation and creativity – from individualised executions for Coca Cola, to live ads from Sam Smith’s London Roundhouse gig – we’re continually looking at how we maintain our edge and ensure we’re always at the top of our creative game.

“We’re really looking forward to having Charlotte on board in this new key role. Her creative energy and extensive agency and client experience will help drive innovation throughout our team, creatively inspiring and establishing a new way of working with agencies and clients that goes beyond sales and draws on the renowned collective creativity of Channel 4.”

Rowland, who will join Channel 4 this month, added: “I’m really excited to be joining the Channel 4 Sales team. Channel 4 is a brand I’ve admired for many years and I’m very much looking forward to working with agencies and clients within such a rich creative environment.”

The news comes as Channel 4 announces that its current on-demand platform, 4oD, is to evolve into a brand new digital hub, All 4 – a single online destination which will present all of the broadcaster’s linear channels, digital content and services in one place, for the first time.