Channel 4 is taking a ‘less is more’ approach to marketing

Channel 4’s in-house agency 4creative has bolstered its senior ranks with hires from AMV BBDO and the BBC. Its creative director explains the new approach it is taking to marketing hit shows.
While entertainment brands scramble for a place in the metaverse, 4creative wants to play in the physical world and send viewers down the “wormhole” with a new approach to marketing its flagship programs. 
The BBC made headlines yesterday (November 24) for its Fortnite activation