There has been another high-profile senior departure at Channel 4 as the broadcaster’s former group manager of social branded entertainment and partnerships, Sonny McLean, reunites with former C4 digital commissioning editor Joe Churchill at STV Studios-backed digital content business, Fan Club.
McLean will serve as as commercial director at Fan Club, which was launched by Churchill in March this year. Its mission is to turn brands into broadcasters, by developing channel identities, content strategies and growing audiences on brands’ owned and operated social channels.
At Channel 4, McLean was responsible for working with brands, agencies and platforms to develop bespoke content campaigns for the Channel 4 Social Network and beyond. During this time, he worked with brands such as Ford, E.L.F and KFC, and helped deliver award-winning campaigns for Vinted and E.ON Next.
Prior to joining Channel 4 he was brand partnerships director at social media and influencer agency, Jungle Creations.
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McLean said: “I’m incredibly excited to be joining Fan Club at such a pivotal moment. I truly believe the future of advertising lies in brands becoming broadcasters – creating content that connects directly and authentically with audiences.
Churchill added: “Sonny is the best in the game: a dynamo of energy, passion and charisma who knows the world of social branded entertainment inside out. I’m thrilled to be reunited with Sonny so soon after launching Fan Club and I can’t wait to work together to help brands build passionate audiences through best in class, social-first content.”
Award-winning Production Group STV Studios took an initial stake in the business in May, with Fan Club being the only branded content specialist in its current portfolio of 22 production labels.
Other recent high-profile departures at Channel 4 include Ollie Madden, director of Film4 and Channel 4 drama, who has announced he will be departing in October to become director of UK film at Netflix, and Chief exec Alex Mahon, who said an emotional farewell to the broadcaster in April to take up a director’s role at leading live event producer Superstruct. The broadcaster is currently hunting for both a new CEO and a new chair to take over on a permanent basis from interim chair and former Channel 5 programming chief Dawn Airey.
