Channel 4 Strengthens Its Influencer Marketing with The Cast Appointment

Channel 4 has appointed The Cast as its first dedicated influencer marketing agency, building on its commitment to work with creators and connect with young audiences.

Already a leader in social storytelling, Channel 4’s partnership with The Cast will bring together the work of teams across Marketing, 4Studio, Commissioning, 4Creative, Content Communications and Channel 4 Sales. 

Appointed following a competitive pitch, The Cast - chosen for its understanding of younger audiences, creative approach and experience in entertainment - will support these teams across both organic and paid creator content as well as activations for show launches. In addition, they will work with an always-on squad of creator talent to build both awareness and consideration of the Channel 4 brand. 

The partnership aims to grow the number of people choosing Channel 4 as a streaming destination– with influencer activity focusing on highlighting its range of programming across comedy, drama, reality and documentaries.

Katie Jackson, chief marketing officer, Channel 4, said, “Our partnership with The Cast, complemented by our work with our retained media agency OMD, will be instrumental in helping us achieve our goal of becoming a digital-first public service streamer. By leveraging new approaches to influencer and creator activity, we will work to drive consideration for Channel 4 as a streaming destination and increase talkability around our programming.”

The Cast is establishing itself as a leading player in influencer marketing, helping major consumer brands connect with, engage, and inspire gen z and young millennial audiences.

Nick Rogers, founder of The Cast, said, “Channel 4 is a British institution; a force for change with a remarkable history of championing the underrepresented through bold, change-making content. As its new influencer marketing agency, we are excited to support Channel 4 reach new, younger audiences, leveraging creators that embody the same spirit of creative disruption and innovation.”