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.’