Channel 4 Gets Creative

Channel 4 is launching 4 Creative, a new commercial venture specialising in TV related cross-platform marketing.

4 Creative has been set up in response to the increasing demand for Channel 4’s creative services department to take on projects that fall outside the day to day requirements of programme promotion. It will take over from the creative services department which, since January, has carried out work for Channel 4 programme sponsors and has produced brand ads for cinema as well as poster and online campaigns.

Channel 4’s director of strategy and development, David Brook, said: “Channel 4 is an acknowledged as one of the UK’s premier media brands. 4 Creative is an exemplar of the Channel 4 brand and is in an exciting position to offer creative and contemporary content led marketing”.

4 Creative will be part of 4 Ventures Limited, the new holding company for all Channel 4’s commercial ventures . It will be headed up by Lisa Green who will report to new managing director, Polly Cochrane.

Cochrane said: “Our aim is to leverage our understanding of the value of content led marketing solutions, our experience in orchestrating cross-platform propositions and our track record in brand building to serve what we perceive as a gap in the market. Our approach to Big Brother and the fact that Channel 4 was named media brand of the year for 2000 speak for themselves.”

Channel 4: 020 7396 4444 www.channel4.com

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