Channel 4 has poached Channel 5’s head of advertising and
promotions, Polly Cochrane, to fill the new role of controller of
marketing as it gears up to boost its promotions effort.
Cochrane will co-ordinate off-screen, above-the-line advertising, on-air
promotions and the development of marketing initiatives designed to take
Channel 4 forward into the digital era.
David Brook, Channel 4’s director of strategy and development, said that
the creation of the marketing controller role was a recognition of ’the
increasingly competitive broadcasting environment’. He added that the
channel would be developing wider-ranging and more frequent marketing
initiatives and that marketing budgets were also being expanded.
Brook, who has worked with Cochrane twice in the past, first at the
Guardian and then at Channel 5, said she had ’a real energy and
creativity which will drive the channel forward’.
Wendy Lanchin, Channel 4’s head of marketing, will take on long-term
branding of key Channel 4 programme strands such as Eurotrash and TFI
Friday and will develop marketing of new-media activities.
Channel 4’s next burst of activity breaks at the beginning of next month
through BMP4 to promote the launch of its new US acquisition, the comedy
series, Ali McBeal.