Channel 4 appoints former Wavemaker director to senior role at 4Sales

Channel 4 has today named former Wavemaker director Sonia Cunnigham as audio visual leader for the broadcaster’s in-house ad agency 4Sales.

In this newly-created role, Cunnigham will head the London-based audio visual sales team, and will be responsible for setting the strategy to effectively deliver both linear and digital advertising activities.

Cunningham will report in to London head of sales, Victoria Appleby, and is set to lead a team comprising both the customer facing sales teams and audio visual hub.

Joining from marketing firm Hearts and Science where she worked as head of audio visual, Cunnigham has also held senior roles at Wavemaker and Group M.

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“Sonia is an expert in her field and brings a wealth of skills and experience in linear and digital planning and buying to Channel 4,” Appleby said.

“For this newly created role, Sonia is the perfect candidate to lead the strategy of this highly successful team.”

Cunningham herself added: “I’m delighted to be joining Channel 4 who have always been at the forefront of innovation and diversity – values which I’m passionate about too.

“With my years of agency and client experience, and the talent of the award-winning sales team, I will create a strategy which is fit for the future and encompasses the needs of agencies, advertisers and Channel 4.”


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