David Brook, the man behind the high-profile marketing campaign
that launched Channel 5, is defecting to Channel 4 to take on an
expanded marketing role.
Brook will join Channel 4 on Monday as director of strategy and
development, with a brief to take the station into the next
Brook’s responsibilities will embrace all consumer marketing of Channel
4, its major programme brands and all on-air promotions. His role will
also include responsibility for extending the Channel 4 brand into other
areas, such as publishing, video publishing and merchandising.
At the same time, Brook will be charged with steering Channel 4 into the
digital age, initially launching a simulcast service on digital
terrestrial television and developing new digital services to target
Brook’s departure from Channel 5 comes 18 months after he joined the
channel from the Guardian and Observer newspapers, where he was
Brook masterminded the launch strategy for the fifth terrestrial channel
and introduced a more fluid approach to brand marketing, with the
creative agency, media agency, media strategist and design company
working together seamlessly.
He was also key to the inception of Channel 5’s ’modern mainstream’
However, now that Channel 5’s launch phase is over and the brand is
becoming established, Brook is understood to feel that the main thrust
of his marketing effort for the channel, which launched at Easter, has