Channel 4 Sales is launching Partner Lab, a new in-house creative partnerships team built to help brands stand out. Inspired by Channel 4’s mission to create change through entertainment, Partner Lab will set a new bar in broadcast for challenging and inspiring brands to push boundaries and experiment.
Partner Lab will offer solutions across Partnerships, Sponsorship, Creative Strategy and Production to deliver high-quality campaigns across TV, streaming, sponsorship, and branded entertainment.
Partnerships and Sponsorship will manage campaigns across the full Channel 4 ecosystem, from TV and streaming to social and branded entertainment and licensing, while Creative Strategy will turn brands’ objectives into bold, Channel 4-centric ideas. Meanwhile, Production oversees the development and delivery of partnerships – shaping ideas and ensuring output aligns with Channel 4’s editorial voice.
Partner Lab marks a further evolution in Channel 4 Sales’ offering as part of its Fast Forward strategy towards an advertiser-first approach, following recent initiatives such as the launch of a new UK advertising marketplace.
Emma Hopkins, Channel 4 Sales Partner Lab leader, said: “Partner Lab is built for brands that want to stand out and tap into Channel 4’s unique ecosystem to drive cultural resonance, deliver unrivalled reach and access the most trusted environments. Through the Partner Lab we’re pairing Channel 4’s content expertise and cultural understanding with clients’ objectives to create work that feels naturally at home within our world.”
Alongside the launch, Dan MacDonnell is confirmed as Partner Lab Media Strategy Lead, tasked with driving campaign development, and Katherine Marlow as AFP Senior Lead, commercially supporting all Producer-led AFP campaigns.