Secret behind C4 poster push

While Torin Douglas answered his own question “How is it that Channel 4’s campaigns are so intrusive?” (“Secret of C4 campaign success” MW September 9) very comprehensively from a media strategist point-of-view, he forgot to mention two other crucial factors.

Firstly, and as with all poster campaigns, without consistently good creative C4 could not sustain such intrusive ads. Secondly, it takes good outdoor planners, negotiators and a large field force to build the type of outdoor prominence C4 enjoys.

Carole Kerman

Managing director

Outdoor Connection

London W1

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