C4 in creative strategy drive

Channel 4 has announced the launch of its brand new in-house creative strategy, PL4Y.

Unveiled at Channel 4’s Upfronts 2016 on Tuesday, PL4Y will drive all of 4Sales’ responses to campaign briefs from media agencies and clients from next year.

Led by creative strategist Charlotte Rowland working with Jonathan Lewis, head of digital partnership innovation and David Amodio, digital and creative lead, the PL4Y brand encompasses 20 ‘Ideas Agents’ and a dedicated production team who will work alongside the wider 4Sales team.

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“On the back of winning Sales Team of the Year, we’re further developing our creative culture and product for 2016 through the launch of PL4Y,” said Jonathan Allan, sales director at Channel 4.

“This is a uniquely integrated creative proposition that will offer our agency and client partners a bespoke Channel 4 experience that embraces our Born Risky spirit.”

Early next year 4Sales will trial a pop-up ‘PL4Y Room’ – a creative space in central London where agencies and clients will have full access to all of PL4Y’s resources, including a number of workshops and ideas sessions.