In the Studio With — Being risky, brilliant, and brilliantly on brand: Channel 4’s in-house agency, 4creative

Posted 02 May 2017 Interview by Marianne Hanoun

Channel 4 may have been ‘born risky,’ but it’s their in-house agency 4creative who bring that risk to life. As the first agency of its kind to be formed within a UK broadcaster, this 42-strong creative team evolved out of Channel 4’s Creative Services department in 2005. Working on campaigns for all of the company’s individual brands, the output is cheeky, unapologetically bold and delivered with unfaltering nerve. Adding to an already award-strewn London office, their We’re the Superhumans campaign for the 2016 Paralympics recently took home not one, but two black D&AD pencils. We spoke with business director Jane English about what it takes to make “brilliant and brilliantly on brand” work.

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