‘Punch’ is the part of the Festival of Marketing that celebrates creativity, and few organisations can be said to be as creative as Channel 4.
In fact it’s within the broadcaster’s official remit to be innovative and distinctive while also developing new talent.
C4 is state owned, but it doesn’t receive any taxpayer’s money and remains a not-for-profit organisation. Therefore all of its revenue is ploughed back into making new programmes.
And at Punch this afternoon C4’s chief marketing and communications officer Dan Brooke gave a peak under the hood of some of its recent marketing campaigns, which are also geared towards fulfilling its innovative and risk-taking mantra.