Channel 4 Sales Unveils New Unit for Brand Partnerships

Channel 4’s advertising arm has launched a new in-house creative unit devoted to cultivating alliances with brands.

Channel 4 Sales’ Partner Lab will offer solutions across partnerships, sponsorships, creative strategy and production for campaigns developed for TV, streaming, social and branded entertainment.

Emma Hopkins, leader of Partner Lab at Channel 4 Sales, said: “Partner Lab is built for brands that want to stand out and tap into Channel 4’s unique ecosystem to drive cultural resonance, deliver unrivaled reach and access the most trusted environments. Through the Partner Lab, we’re pairing Channel 4’s content expertise and cultural understanding with clients’ objectives to create work that feels naturally at home within our world.”

Dan MacDonnell has been tapped as Partner Lab’s media strategy lead, tasked with driving campaign development, and Katherine Marlow as AFP senior lead, supporting all producer-led ad-funded programming campaigns.