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CHANNEL 4 ARE pioneering a new creative offering with the launch of 4creative, a creative resource specialising in the conception, design and delivery of Television related cross platform marketing content.
The decision to set up 4creative was taken last year in response to increasing demands for the Creative Services department to take on projects that fell outside the day-to-day requirements of programme promotion.
Since January this year, it has produced brand ads for cinema, poster campaigns, a number of programme title sequences and sponsorship idents, a raft of print material, consumer product design and a series of on line campaigns.
External work to date has principally been for Channel 4 programme sponsors but the recent win of the 'Go Racing' interactive launch has confirmed early indications that there is broader demand for the unit's brand building expertise, unique perspective and creative skills base.
4Creative is part of 4 Ventures Limited, the new holding company for all Channel 4's commercial ventures. Polly Cochrane becomes Managing Director of 4Creative in addition to her existing responsibilities and Lisa Green becomes Head of 4Creative reporting to Polly Cochrane. (CD)
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