To truly fulfil our remit to stand up for diversity, take creative risks and inspire change, we knew we’d need to change too. We’d need to look and feel different, behave differently and most importantly, get outside the M25. It’s about representing a diversity of thought and opinions from across the UK, and across all of our content.
We have now established Leeds as our National HQ, as well as creative hubs in Bristol and Glasgow, in addition to our already thriving 4Sales team in Manchester.
We’ve committed to upping our spend on creative content in the Nations and Regions – from 35% to 50% of main channel UK commissions by 2023, worth up to £250 million more in total.
Even though Covid-19 threw a sizeable spanner in the works, we’ve created hundreds of new jobs across the UK and established closer relationships with indies based in the Nations and Regions.
We are now broadcasting Steph’s Packed Lunch live from Leeds Dock in the heart of the city – bringing a blast of energy to our Daytime line-up.
We’ve also established 4Studio, our new in-house digital content studio, which is a key future-facing part of the business. Within one year of its launch, 4Studio has become the UK’s most viewed social branded content partner, achieving more than 11 billion views of our content across digital media, and amassing more than 29 million views across Facebook and Instagram alone.