C4 lures C5 advertising chief

Channel 4 has again raided the Channel 5 marketing department, this time to poach Polly Cochrane, its head of advertising and promotions, to work with former C5 marketing director David Brook.

Cochrane’s new post of controller of marketing (on and off air) has been set up to alleviate some of the pressure on Brook, C4’s director of strategy and development. He has responsibility for C4’s marketing, as well as the development of the channel’s digital services.

Cochrane will co-ordinate the marketing of the main channel and the new digital station. This will include paid off-air advertising and promotion of the stations, on-air trailers and the channel’s idents.

Before joining C5 two years ago, Cochrane spent three years at Guardian Media Group, most recently as manager of product development.

Wendy Lanchin remains as C4’s head of marketing. She will focus on the long-term branding of the channel’s key programmes including The Big Breakfast, C4 News and Brookside.

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