Channel 4 has appointed Sophie Lloyd to the newly created role of Branded Entertainment & Creative Leader.
She will report into Jonathan Lewis, Head of Digital & Partnership Innovation and join 4Sales’ leadership team.
She will be responsible for Channel 4’s Branded Entertainment output across its linear and digital channels, as well as social-first digital content developed through the commercial division of Channel 4’s newly announced Digital Creative Unit (w/t) . She will also take responsibility for the leadership of PL4Y.
Lloyd is currently Lead Creative for Branded Entertainment at MOTHER, and also responsible for MOTHER Experience the in-house creative studio and production arm. During her tenure she has produced numerous multi-platform advertising campaigns and branded content for clients including Stella Artois, Uber Eats, The Grand Tour (Amazon Prime) and Elvie Breast Pump campaign in 2018.
Jonathan Lewis said: “Sophie has hugely impressive credentials and a fantastic track record in developing award-winning ad campaigns and branded content at her time at MOTHER.
I am incredibly excited Sophie has chosen to join our team at a time when we focus strategically on Branded Entertainment, across linear, digital and of course our new venture into social.”
Sophie Lloyd said: “I’m a huge fan of the diverse and cutting edge nature of C4’s content so am incredibly proud and excited to have been invited by Jon to join their team. I can’t wait to get stuck in and help to fulfil their creative ambition to engage and entertain audiences in this ever changing digital landscape."
Channel 4 shows in partnership with brands include Extreme Everest with Ant Middleton, with Berrocca; Old People’s Home for 4 Year Olds at Christmas with Age UK and Suzuki’s All Star Driving School.
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