Channel 4 CMO: Creator marketing risks ‘brand flattening’
Grace GollaschChannel 4’s Katie Jackson warns marketers are losing ownership of their brands as the use of creators and short-term performance tactics increase.
‘Careful and consistent’: Inside Channel 4’s Paralympics pivot
Grace GollaschDespite having a successful and distinctive brand platform with ‘Superhumans’, Channel 4’s CMO discusses the “scary” decision to go in a different direction.
Channel 4 study finds advertising fails to reflect modern masculinity
Grace GollaschOnly one in four (26%) young men say they regularly see advertising that reflects “the man they want to become”.
Sky, Channel 4 and ITV partner on premium video ad marketplace
Amrit VirdiLaunching next year, the marketplace will allow SMEs to access inventory across all three broadcasters.
Channel 4: Expansion on social platforms ‘non-cannibalistic’ to growth
Grace GollaschThe broadcaster reached its digital advertising revenue target of 30% a year early amid a decline in linear viewing.
Expedia on why leaving audio out of the media mix is a ‘huge miss’
Amrit VirdiThe travel industry often finds it easier to “default to visual”, but Expedia says the majority of households it reaches via audio are not reached by any other channel.
‘Growing sense of agility’: Channel 4’s CMO on transitioning to the C-suite
Grace GollaschAppointed CMO last year after two years as MD at in-house agency 4creative, Katie Jackson is on a mission to align Channel 4’s content and brand marketing strategy.
Channel 4 and Lloyds award four black-owned businesses £600k in TV advertising space
Grace GollaschAs part of the Black in Business initiative, four black-owned businesses have each won £150,000 in Channel 4 TV advertising, as well as business mentorship.
Channel 4’s 2024 Paralympics coverage shifted perceptions about disabilities, data suggests
Molly InnesThe majority of viewers (76%) felt the Paralympics gave them a new perspective on the challenges faced by disabled people.
Currys wins Channel 4’s ninth annual Diversity in Advertising award
Grace GollaschEntrants to this year’s awards were challenged to prioritise inclusive design in their advertising and take the “positive action that is so sorely needed”.
Channel 4 says it’s at ‘crossover point’ between linear and digital viewing as ad revenue drops
Grace GollaschWhile digital ad revenue increased by 10%, linear ad revenue declined by 16%, contributing to the biggest revenue deficit in Channel 4’s history.
Channel 4 and Lloyds increase investment in TV advertising initiative for black-owned businesses
Grace GollaschFor the second year, Channel 4 and Lloyds Bank have partnered to award four black-owned businesses £150,000 of TV advertising each as part of their Black In Business initiative.
Channel 4, Sky and ITV launch collaborative TV measurement tool
Grace GollaschThe three TV firms have revealed a proof of concept for a “cross-broadcaster multi-outcome panel” called Lantern.
Channel 4 challenges brands to prioritise inclusive design with £1m diversity award
Matthew ValentineThe Inclusive by Design theme is a rallying cry for businesses to build inclusive practices into their creative to ensure brands, products and communications are accessible for all.
Channel 4 study finds ‘noticeable decline’ in brands supporting trans community
Grace GollaschThe latest installment in Channel 4’s ‘Mirror on the Industry’ series highlighting transgender representation reveals fear of backlash is the main blocker of progress in trans-inclusive advertising.