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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