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.”