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4Sales restructures to focus on direct-to-client sales

08 Oct 2019  |  Michaela Jefferson 
4Sales restructures to focus on direct-to-client sales

Channel 4 has restructured its advertising sales division, 4Sales, to increase its focus on branded entertainment, growing its digital revenues, and boosting direct-to-client sales.

Headed up by Matt Salmon, 4Sales' agency and client sales team is to treble the number of employees pursuing clients directly, to enable "closer relationships" with advertisers and better understanding of their business challenges.

Salmon is in the process of hiring a new deputy head of client sales to lead the client sales strategy across the whole team.

Commenting on the restructure, Jonathan Allan, Channel 4's chief commercial officer, said: “We needed to accelerate the focus of our teams towards selling the benefits of TV direct to advertisers and invest in growing areas of revenue like branded content and targeted digital advertising.

"It’s crucial for us to remain agile as viewer behaviour changes and digital technology opens up new opportunities.”

Meanwhile, Rupinder Downie has been promoted to brand partnerships leader - working with clients and agencies to deliver editorial partnerships - while David Amodio has been promoted to deputy head of digital and innovation.

4Sales is also looking to hire a branded entertainment and creative leader. All three will report into Jonathan Lewis, head of digital and partnership innovation.

News of the restructure follows statements made earlier this year by all three of the UK's largest commercial broadcasters - ITV, Channel 4 and Sky - suggesting that they would all be shifting their focus towards reaching clients directly.

On a panel at The Big TV Festival in March, Sky Media's managing director, John Litster, added that the broadcasters were working together to develop a consistent sales message to take into advertiser boardrooms.

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