Channel 4 Sales hires Carl Read

23 January 2012

Channel 4 Sales Director Jonathan Allan has appointed MEC's Head of Digital Strategy, Carl Read, to the role of Digital Lead.

Read's role will be to maximise C4 Sales' digital revenues, and to champion and enhance Channel 4's digital innovation agenda from a commercial perspective. He will provide professional leadership for the digital experts that sit within integrated agency teams, to ensure that Channel 4 Sales offers effective, integrated and industry leading digital marketing solutions.  

Jonathan Allan said:

"Carl has a fantastic reputation in the market and impressed us immensely with his approach to leadership and management, as well as his deep knowledge and enthusiasm for integrated digital thinking. Additionally, his previous experience on both agency and media owner side means he has a huge amount of insight into how we improve our offer, as we grow digital audiences and significantly invest in our Viewer Relationship Management strategy and connected TV experiences."

Carl Read added:

"Channel 4 are a special and completely unique brand, whilst hard to leave a business like MEC, having the opportunity to work at Channel 4 at the sharp end of future TV platforms is hugely exciting and those opportunities don't come along very often."

Carl Read joined MEC in February 2007 as an Account Director with MEC Interaction, running a group of six clients, including Nintendo, Danone and Chanel. During his four years with MEC he has risen from Account Director to Business Director, and Deputy Head of Digital Activation. He was promoted to the role of Head of Digital Strategy in January 2011, and his responsibilities included devising digital strategies for clients including T-Mobile and Orange.

Before joining MEC, Read worked at Adviva Media as a Senior Account Manager, running a team that sold behavioural and contextual advertising solutions to UK media agencies.