Channel 4 appoints M&B after 12 weeks of working together

Channel 4 has appointed Michaelides & Bednash to work on its new media strategy following a 12-week period when both companies worked closely together on a number of projects.

Channel 4 has appointed Michaelides & Bednash to work on its new

media strategy following a 12-week period when both companies worked

closely together on a number of projects.



M&B has been appointed by Polly Cochrane, Channel 4’s marketing

controller, and David Brook, Channel 4’s head of strategy and

development. Cochrane and Brook both worked previously at Channel 5,

where M&B was part of the ’dream team’ put together by Brook to launch

the station. M&B lost the Channel 5 business in May.



George Michaelides, the managing partner at M&B, said: ’Channel 4 has

huge creative talent internally and everyone has the same goals.’



M&B will work closely with other Channel 4 agencies including the

Creative Partnership and BMP Optimum. The first manifestation of M&B’s

new communication strategy for the channel was the Clintons insert which

appeared in newspapers on Sunday to promote a documentary series about

the US President and his wife, which began this week. ’The insert was a

different way of communicating - it shows Channel 4 behaving as a

content provider rather than just an advertiser,’ Michaelides said.



Cochrane said: ’M&B is a media pioneer and so are we. It has a unique

approach to media and is brilliant at developing bold and original

communications ideas. It will be key to our future success.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).