C4 hires for branded entertainment

UK broadcaster Channel 4 has appointed Sophie Lloyd to the newly created role of branded entertainment and creative leader.

Sophie Lloyd

Lloyd is currently lead creative for branded entertainment at ad agency Mother and is also responsible for Mother Experience, the in-house creative studio and production arm.

During her tenure, she has produced multi-platform advertising campaigns and branded content for clients including Stella Artois, Uber Eats and Amazon Prime series The Grand Tour.

In her new role at Channel 4, Lloyd will be responsible for branded entertainment across both linear and digital channels, as well as social-first digital content developed through the commercial division of Channel 4’s Digital Creative Unit.

She will also be responsible for the leadership of Pl4y, the in-house creative arm of Channel 4’s sales arm 4Sales.

Channel 4 has developed many shows in partnership with brands, such as Extreme Everest with Ant Middleton (in partnership with energy drink firm Berocca), Old People’s Home for 4 Year Olds at Christmas (with charity Age UK) and All Star Driving School (auto manufacturer Suzuki).

Lloyd said: “I’m a huge fan of the diverse and cutting-edge nature of C4’s content so am incredibly proud and excited to have been invited by Jon to join their team.”