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Channel 4 had no influencer agency at all, and was cutting about 200 jobs after its first ever deficit.
The problem is documented by somebody with nothing to gain from the agency winning the work.
How we know
Revenue of 1.02bn, down 10 percent year on year, and a 52m deficit for 2023, the first in the broadcaster's history, with about 200 job cuts. The appointment in February 2025 was its first influencer marketing agency, after a competitive pitch.
| Who says so | Campaign and Marketing Beat for the appointment; Televisual and Deadline for the deficit, entirely separately. Nobody has said the appointment answered the deficit, so the sequence is documented and the cause is not. Read it |
|---|---|
| A second source | Revenue of 1.02bn, down 10 percent, and a 52m deficit for 2023, the first in the broadcaster's history. Read it |
| What the agency was asked to do | Not published as a quoted brief. On record: its first influencer marketing agency, appointed after a competitive pitch. |
| How the agency was picked | Competitive pitch |
| How that happened | Campaign reports a competitive pitch. The agencies that took part are not named. |
Every other case where they needed the skill once →
The other case where a brand hired The Cast →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.