Punch

How Channel 4’s remit for innovation impacts its risk-taking ad campaigns

‘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.

Digital Intelligence Briefing: 2018 Digital Trends for Creative and Design Leaders

The creativity at the end of the rainbow

When the dust settles on all the current activity around technology and data, what will be left?

Creativity is the answer. But let us wind back a little.

Creativity is one of the core elements of our Modern Marketing Manifesto. It says “we believe we need creativity just as much as we need technology”.

However, most of the energy and activity currently is directed towards data and technology.