Channel 4 anoints Alice Tonge as head of 4creative

Channel 4 anoints Alice Tonge as head of 4creative

Channel 4 has promoted Alice Tonge as the new head of its in-house creative agency 4creative to lead the production of "ground-breaking, risky, culturally potent and innovative campaigns".

Reporting directly to chief marketing and communications officer Dan Brooke, Tonge has been handed the creative remit having previously served as head of creative and design within the in-house agency. In this role she contributed to a well-received re-brand of Channel 4 in 2015 along with the lauded ‘We’re the Superhumans’ campaign for the Rio Paralympics 2016.

Dan Brooke, chief marketing and communications officer said: “Alice is creative leader of the highest potential and we are lucky to be able to promote such a class act into this vital role. Alice thinks differently and acts differently and her turn of the 4creative wheel will be different too. Bring it on!”

Alice Tonge, head of 4creative added: “I’m super excited to be appointed in this position. I bloody love Channel 4 for all it represents; pushing boundaries, taking creative risks, celebrating diversity and challenging the status quo. It’s a unique and special place to me which I’ve loved watching and helping grow over the years. I’ve already got my thinking cap on as to where we can take it next. I’ve got very big shoes to fill, so no pressure!”

Tonge begins her new role with immediate effect, replacing Chris Bovill and John Allison who announced their intent to stand down as joint heads of 4creative earlier in the year.

Channel 4 recently broadcast its top-rated show of the year after airing never-before-seen footage of Princess Diana.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.