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Channel 4 hires Profero for digital planning and buying.(Brief Article)
Channel 4 has appointed Profero to handle its digital media planning and buying.
Profero won a four-way pitch, which was led by Tracy Blacher, Channel 4's head of marketing for new media.
The agency will be responsible for the online media for Channel 4, E4, FilmFour and More4, as well as the promotion of all Channel 4's new-media content and services.
New media, previously handled by OMD Digital on an ad-hoc basis, has become an integral part of Channel 4's strategy since Andy Duncan became the chief executive of the broadcaster last June.
Duncan has committed the station to developing its online and mobile channels. Channel 4 recently launched FourDocs, an online documentary channel available on broadband, and it has also revamped its portal.
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