Special Group rebrands C4 as Four

Mediaworks TV has appointed Special Group to rebrand and relaunch the historically music orientated C4 to FOUR – a new mainstream entertainment channel aimed at an 18-49 year old target audience. It plans to compete directly with TVNZ’s One and 2. Over time TV3 will be repositioned to a slightly older and broader audience.

Advertisers want to be where the most appealing audiences are”, says Mediaworks TV’s CEO Jason Paris. “We intend to deliver those audiences in strong numbers to our clients, across both channels.”

“It’s been excellent working with the crew at Special on the FOUR brand development,” says Mediaworks TV director of marketing and communications, Roger Beaumont. “The refreshing thing about working with these guys is that the shareholders of the business work on your business. And I mean work. They don’t just show up at the first couple of meetings, they’re all in there boots ‘n all getting down into the dirty detail. With FOUR, they have demonstrated a great blend of creative and strategic thinking. On top of all that, they are down-to-earth, relatively modest, and just bloody all round nice guys. Yes, this is an agency I’m talking about!”

“It’s a great creative opportunity to help develop a channel from scratch with the Mediaworks team. They are very smart people and have ambitious plans,” says Special Group creative director Tony Bradbourne.

Adds Michael Redwood, Special Group managing partner: “This is a dream brief for us. An exciting and super competitive category, and a client that really values creativity – and is thinking big.”