Alice Tonge to exit 4Creative after 15 years

Tonge was crowned Creative Woman of the Year by The Drum in 2017

Alice Tonge is to step down as head of Channel 4's in-house agency 4Creative this summer, after 15 years with the business.

She has not yet revealed her next move, simply saying she is taking a short break before moving on to her next role. The Drum has reached out to Channel 4 for information on how it plans to fill the 4Creative role, at the time of writing it had not yet responded.

Tonge, who was crowned Creative Woman of the Year by The Drum in 2017, has been responsible for a stream of genre-defying work during her tenure at the agency.

As well as overseeing Channel 4's flagship re-brand in 2015, she was also the mind behind its hugely-lauded 2015 'We're the Superhumans' Paralympics campaign. The work was since been adopted by the UN as a worldwide disability aid and became part of the National Curriculum in UK schools.

In her 15 years, she has won 33 D&AD pencils and had her work exhibited in London's' National Portrait Gallery and Design Museum.

Tonge said: “4creative has been my family for 15 years and I’ve loved every minute of it. It’s a testament to the brand that it’s kept my creative juices flowing for so long.

She noted how the internal creative shop has enabled her to make work that "challenges the status quo, stands up for disability and diversity, take creative risks and has a cultural impact."

She added: "I've also had a right laugh along the way. If I cut myself in half, I’d have Channel 4 in my blood. It’s a very hard place to leave but the time feels right. After a non-stop 15 years I’ve decided to take a break and to take a bit of time out before deciding what my next creative adventure will be."

Jonathan Allan, Channel 4’s chief commercial officer said she had contributed "so much" to Channel 4 in her time here, including its wholesale rebrand which launched last year across all of its channels.

"She will be very missed by everyone but we all wish her well with her next chapter," he added.

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