Channel 4

helping a cross-discipline team to raise the bar for creative collaboration

“I loved working with LOOK UP - thinking through the lens of stories unlocked new ways to address the challenges we were grappling with and drove more innovative solutions”

Challenge

Channel 4 is a legendarily creative marketer, constantly creative a point of difference in the market by turning great shows into breakthrough marketing. But creative collaboration is a tough discipline. Channel 4 marketing, OMD and 4creative wanted to put it under a spotlight, to ensure peak creative effectiveness.

Solution

We ran a Culture Story sprint, looking at the marketing process from every angle. We used interviews and surveys to surface the most powerful stories of collaboration, and the hidden blockages. We worked with a cross-discipline leadership team to set a new story for creative collaboration. And we got the new story started through a full-team kick-off and problem-solving session.

Impact

The process provided essential intelligence to all parties in Channel 4’s marketing process, helping them to achieve better mutual understanding, and find opportunities to take creative collaboration to the next level. Channel 4’s marketing goes from strength to strength, with extraordinary campaigns like the Fountain of Filth continuing to set the standard for creativity in the sector.