Channel 4 has created an advertising department to sell directly to
Mike Parker, former London sales manager for Channel 4, has moved over
from agency sales to front the unit, which will also liaise with agency
Parker and his new team will formulate sales strategies to win ’wider
and deeper’ relationships with companies in the light of mounting
competition in the TV market. They will also concentrate on marketing
His team will consist of staff from the broadcaster’s commercial
department, headed by Sue Oriel, and employees from the agency sales
force, fronted by Matt Shreeve.
Parker, who joined Channel 4 eight years ago from MTV, said the
dedicated client sales department was created in response to increasing
fragmentation in the TV market.
Shreeve has promoted four of his staff. Agency sales managers Darren
Benton and Fiona McCann have become business managers, while Steve
Alexander and Neil Hampson move up to sales controllers.
Shreeve is now looking for two sales managers to fill the gaps in his