UK broadcaster Channel 4 has appointed Sophie Lloyd to the newly created role of branded entertainment and creative leader.
Lloyd will be responsible for C4’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.
She will also take responsibility for the leadership of PL4Y, 4Sales’ in-house creative approach to developing great ideas for brands, reporting into Jonathan Lewis, head of digital & partnership innovation.
Lloyd was most recently lead creative for branded entertainment at Mother, where she was responsible for the in-house creative studio and production arm.
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.”
Lloyd added: “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.”
C4’s shows produced in partnership with brands include Extreme Everest With Ant Middleton, Old People’s Home For 4 Year Olds and All Star Driving School.