Channel 4 has appointed Miketta Lane as Head of Production and Operations for its in-house creative agency 4Creative.


Reporting into Chief Marketing Officer Zaid Al-Qassab, Lane will be responsible for the production and financial control of 4Creative’s on-air and off-air campaigns, as well as managing relationships with key external suppliers. Her role will also be instrumental in helping to shape the operational running of Channel 4’s new Digital Creative Unit (w/t), based in Leeds.


She will join 4Creative’s senior leadership team and will work closely with Head of 4Creative Lynsey Atkin.


Zaid Al Qassab, Chief Marketing Officer Channel 4 said: “I am absolutely delighted that after a thorough external search we have found the talent needed to lead the 4Creative production team right here within Channel 4 and will be promoting Miketta Lane to this role. Her knowledge of Channel 4 will be invaluable in helping us set up the operations in Leeds where we are building our new Digital Creative Unit.”


Miketta Lane said: “I love everything Channel 4 stands for, and 4Creative’s output is among the best in the business. As the marketing landscape changes, how we operate and how we make things is crucial in our ability to deliver noisy, award-winning, multi-platform campaigns.  4Creative is home to some of the industry’s greatest talent, and it’s an honour to be stepping into such a vital role, at such a vital time.”


Lane first joined 4Creative as a Producer in 2005 and after four years left to assist U2 on tour. Following this, she freelanced as a Producer working with clients including L’Oreal, Nike, Google, ITV and Dubai before returning to 4Creative in 2014 to manage the day to day production across all of Channel 4’s multimedia advertising campaigns and in 2019 was promoted to Executive Producer.

Staff Reporter

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