CHANNEL 4

How can a client relationship help inspire the nation?

Channel 4 is a public service broadcaster unlike any other. Publicly owned but commercially funded, it has a parliament-agreed remit to be innovative, experimental and distinctive. Its role is to champion innovation in TV, film and digital – nurturing and growing new ideas, formats, views and voices, faces, talent, audiences and production companies.

THE CHALLENGE

Channel 4 has a unique remit to champion diversity and push boundaries, making it an essential part of British culture. We've been proud to deliver its annual report since 2014. 

In 2017, Alex Mahon was appointed as CEO. To ensure Channel 4 continues to reflect the UK's diversity there was a strategic drive to enhance the communication around Channels 4’s work in the nations and regions. This was reflected in various pieces of literature throughout the year, initially in the annual report but just as importantly through the diversity report, the broadcaster's first ever gender pay report and the national search for a new Channel 4 base.

THE APPROACH

'Inspiring the Nation' gave us the perfect platform to elevate the nations and regions narrative, and a framework to measure Channel 4’s performance against its remit. Enshrined in UK law, it drives all they do – so we ensured their 'Remit Performance' was at the heart of the document. 

Our creative work was a celebration of all that is Channel 4. Splash pages to introduce each remit chapter with hero imagery, colour-coding and playful typography – all turned the brand up to full volume. Key metrics and case studies made for a compelling read and allowed us to weave in the nations and regions narrative effortlessly. 

4 All the UK - Strategy Document

In March 2018, Channel 4 announced '4 All the UK', a strategy to ensure that the broadcaster serves the whole of the UK. It's the biggest change to the organisation's structure in its 36-year history.

We created communications that would get people talking, push boundaries and open up new opportunities.

Diversity report

Since launching its 360° Diversity Charter in January 2015, Channel 4 has put its commitment to diversity at the heart of everything it does, on and off screen. We created a diversity report that encompassed everything from BAME progression and increasing the diversity of directors, to increasing social mobility through careers.

Gender pay report

Hot on the heels of their 2017 gender pay report, Channel 4 followed with a gender and BAME pay report. They were keen to update stakeholders on the positive developments and demonstrate their commitment to inclusion and diversity within their workforce.

Our challenge was to deliver a clear and aspirational document that acknowledged real challenges while reflecting the optimism and determination of the new Chief Executive. We helped Channel 4 to express complex and controversial issues in a confident and informative way.

THE RESULT

As a concept, 'Inspiring the Nation' allowed us to promote Channel 4's national brand through regional storytelling. In addition to supporting their operational performance review, this highly creative approach has resonated with a wide readership. The successful annual report spurred us on to achieve even more with Channel 4. We look forward to the next challenge with anticipation.

Thank you to the entire team for doing an outstanding job. It was a smooth process thanks to your day-to-day project management, for which I am thankful. The report looks great – from the foil-embossed cover through to the remit chapters, freshly-designed remit introduction spreads and financial statements.

- JASON HESSE / Corporate Communications Manager, Channel 4

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