4Creative head Alice Tonge steps down after 15 years

Mark Johnson's picture
by Mark Johnson

Alice Tonge, Head of 4creative, the multi-award winning in-house creative agency for Channel 4, has decided to step down from her role and will leave the organisation this summer.

Tonge has been responsible for a stream of iconic and genre-defying work, including Channel 4’s main channel re-brand in 2015, and the highly acclaimed, 2016 Rio Paralympics campaign ‘We’re the Superhumans’, which picked up two black D&AD pencils, a Film Grand Prix at Cannes and was crowned Campaign’s 'Campaign of the year'. 

The work was since been adopted by the UN as a worldwide disability aid and became part of the National Curriculum in UK schools.

In her 15 years at 4creative Tonge has won 33 D&AD pencils, including seven yellow and two black. Her work has been exhibited in the National Portrait Gallery and the Design Museum. 

Creative Woman of the Year

In 2017 she was named Creative Woman of the Year and went on to become 4creative’s first female creative head, leading the team to win the Creative Team of the Year Grand Prix at Promax UK 2018, and most recently winning gold at the British Arrows for her work on the Great British Bake Off.

“4creative has been my family for 15 years and I’ve loved every minute of it”, Tonge said. “It’s testament to the brand that it’s kept my creative juices flowing for so long. 

“Channel 4 has so many inspiring things baked into its DNA that it’s enabled me to make work that challenges the status quo, stands up for disability and diversity, take creative risks and has a cultural impact. I've also had a right laugh along the way."

C4 DNA in her blood

“If I cut myself in half, I’d have Channel 4 in my blood. It’s a very hard place to leave but the time feels right. After a non-stop 15 years I’ve decided to take a break and to take a bit of time out before deciding what my next creative adventure will be.”

Jonathan Allan, Channel 4’s Chief Commercial Officer said: “Alice has contributed so much to Channel 4 in her time here.  

“She has produced a raft of brilliant work such as the rebranding of all our channels last year, created some ground-breaking innovation with Humans and of course the Rio Paralympics ‘We’re the Superhumans’ campaign, all of which have gone on to win loads of awards all over the world and have made a real difference to the Channel 4 brand. 

“She will be very missed by everyone but we all wish her well with her next chapter.”

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