Channel 4 hires Mother’s Sophie Lloyd

Channel 4 has appointed Sophie Lloyd to the newly created role of branded entertainment & creative leader, poaching her from creative agency Mother.

Lloyd is currently Mother’s lead creative for branded entertainment, a role she has held since April 2019. She is also responsible for the agency’s in-house creative studio and production arm, Mother Experience, and in her time at the agency has produced award-winning work including the Elvie Breast Pump campaign in 2018.

In her new role, Lloyd will take responsibility for Channel 4’s branded entertainment output across its linear and digital channels, as well as social-first digital content developed through the commercial division of the broadcaster’s new Digital Creative Unit.

She will also lead PL4Y, 4Sales’ in-house creative department.

“I’m a huge fan of the diverse and cutting edge nature of C4’s content so am incredibly proud and excited to have been invited by Jon to join their team,” Lloyd said.

“I can’t wait to get stuck in and help to fulfil their creative ambition to engage and entertain audiences in this ever changing digital landscape.”

She will report into Jonathan Lewis, head of digital & partnership innovation, who added: “I am incredibly excited Sophie has chosen to join our team at a time when we focus strategically on Branded Entertainment, across linear, digital and of course our new venture into social.”