Channel 4 has announced the appointment of Sophie Lloyd to the newly created role of Branded Entertainment & Creative Leader.

Lloyd 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, 4Sales’ in-house creative approach to developing great ideas for brands.

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 award-winning, multi-platform advertising campaigns and branded content for clients including Stella Artois, Uber Eats, The Grand Tour (Amazon Prime) and notably the critically acclaimed 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.”

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.”

Channel 4 has enjoyed success developing multiple award-winning shows in partnership with brands, such as 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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