4 CRE­ATIVE

Computer Arts - - Ok Studio Rankings 2017 -

4Creative is the in-house cre­ative agency of Chan­nel 4, and 2017 has seen it achieve a num­ber of high-im­pact goals. “For in­stance, we’ve been en­cour­ag­ing young peo­ple to pop their vot­ing cherry via our E4 elec­tion ad, and per­suaded a record four mil­lion peo­ple to watch women’s foot­ball via our Women’s Euro cam­paign,” says head of busi­ness Jane English. Go­ing into 2018, Brexit is a po­ten­tial con­cern. “Chan­nel 4 is funded by ad­ver­tis­ing, so if the ad mar­ket suf­fers, our mar­ket­ing bud­gets might too,” re­flects English. “But we would use this as an op­por­tu­nity to be more cre­ative than ever.”

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