Broadcaster Channel 4 has selected The Cast as its first-ever dedicated influencer marketing agency in a bid to better connect with younger viewers.

The move will see the agency support the network’s organic and paid creator content as it looks to build on its commitment to work with more influencers and lead on social storytelling.

Appointed at the conclusion of a competitive pitch process, The Cast was chosen by Channel 4 for its understanding of younger audiences, creative approach and experience in entertainment.

“Our partnership with The Cast, complemented by our work with our retained media agency OMD, will be instrumental in helping us achieve our goal of becoming a digital-first public service streamer,” said Katie Jackson, Channel 4 CMO.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“By leveraging new approaches to influencer and creator activity, we will work to drive consideration for Channel 4 as a streaming destination and increase talkability around our programming.”

The agency will now work with Channel 4’s Marketing, 4Studio, commissioning, 4Creative, content communications and sales teams on a range of content and activations.

The Cast founder, Nick Rogers said: “Channel 4 is a British institution; a force for change with a remarkable history of championing the underrepresented through bold, change-making content.

“As its new influencer marketing agency, we are excited to support Channel 4 reach new, younger audiences, leveraging creators that embody the same spirit of creative disruption and innovation.”