Channel 4 appoints Alice Tonge as head of 4creative

Tonge…holding a cup of tea

Following the departure of Chris Bovill and John Allison as joint heads of 4creative, Channel 4 has announced the appointment of Alice Tonge to the role.

Starting immediately, Tonge will lead the in-house creative agency, reporting to chief marketing and communications officer Dan Brooke. Her mission is to lead the production of “risky, culturally potent and innovative campaigns” which are inspired by Channel 4’s remit.

Previously Tonge was head of creative and design at 4creative where she was responsible for Channel 4’s main channel rebrand in 2015, and the award-winning Rio Paralympics 2016 campaign ‘We’re the Superhumans’ for which she won two black D&AD pencils and a film Grand Prix at this year’s Cannes Lions.

“Alice is creative leader of the highest potential and we are lucky to be able to promote such a class act into this vital role,” said Brooke. “Alice thinks differently and acts differently and her turn of the 4creative wheel will be different too. Bring it on!”

Tonge added: “I’m super excited to be appointed in this position. I bloody love Channel 4 for all it represents; pushing boundaries, taking creative risks, celebrating diversity and challenging the status quo.

“It’s a unique and special place to me which I’ve loved watching and helping grow over the years. I’ve already got my thinking cap on as to where we can take it next. I’ve got very big shoes to fill, so no pressure!”