PROFILE: Changing channels - Polly Cochrane, Managing director of marketing, Channel 4

of C4's new creative shop, she has got it down to a fine art.

This in itself should be more than enough to deal with, but Cochrane and

her colleagues are now weathering the latest media storm. First there

was the shock resignation of chief executive Michael Jackson. Then there

was the controversial screening of Brass Eye that led to denouncements

from many quarters, including culture secretary Tessa Jowell.

Cochrane appears unfazed by it all. Of the coverage on Brass Eye she

says: "I think the programme was making a serious point about media

hysteria around the issue (of paedophilia) and to a certain extent the

hysteria that's followed the broadcast has justified doing it."

Jackson's departure surprised her and she says an air of uncertainty

pervades C4's Horseferry Road headquarters. "None of us knows who is

going to take over and things could change quite dramatically. Then

again, they may not change at all," she says. But Cochrane appears to

thrive on change and admits to suffering from itchy feet every two years

or so if there are not enough new challenges to get her teeth into.

Her career to date is a roll-call of some of the most glamorous brands

in media: Conde Nast, where she was hired by the legendary Tina Brown

for marketing and PR for Vanity Fair; The Guardian and Observer, where

she was involved in the redesigns of The Observer; and Channel 5, where

she was part of the launch team behind its 'Give me Five' strategy.

She describes C5's launch as one of her career high points. "I remember

coming away from the meeting when Wolff Olins presented the work (for

the launch) and the hair on the back of my neck was literally standing

up. I thought that what had seemed like an impossible task, this launch

of a channel where we didn't have any of the programmes, suddenly was

do-able."

Cochrane's desire for fresh projects goes some way to explaining why, on

return from maternity leave, instead of gently easing herself back into

working life like ordinary mortals, she had a conversation with C4

director of strategy and development David Brook about the new

directions her career at C4 could take. Cochrane explains: "I prefer to

be busy, I'm one of these people who works faster the busier I am."

Following the talks, Cochrane was promoted to managing director of

marketing and commercial development, adding responsibility for C4's

commercial brand extensions, including videos and CDs to her existing

remit for on- and off-air marketing. The division develops products

purely based on programmes, but Cochrane is considering extending this

to develop commercial products from C4's expertise in areas such as

film, racing and sport. Examples include a FilmFour Guide to the top 500

films, or a Channel 4 events division, although she stresses these are

still just ideas.

On top of managing a business with a £10m turnover, Cochrane has

been handed the task of launching 4creative, the channel's in-house

creative resource, to external clients. Cochrane says the aim of the

division is to offer clients the type of marketing activity that falls

outside traditional advertising.

It has already beaten ad agencies on pitches. Successes include work for

BT Cellnet's sponsorship of Big Brother, and creative for launching

attheraces, formally known as Go Racing, the consortium consisting of

Channel 4, BSkyB and Arena Leisure. The consortium has secured the

agreement of 49 of the UK's 59 racecourses to handle the sport's media

rights for the next ten years.

Much has been made of the working relationship between Cochrane and

Brook, who hired her at The Guardian after she wrote in asking for a

job, then at C5 and again at C4. Cochrane says she enjoys working for

people like Brook, Jackson and Brown who are innovative and

inspirational. "I need to work with people who have the guts to follow

their instincts because it gives me the confidence to focus on my own

vision."

If this sounds precious, this isn't how Cochrane comes across; instead

she seems disarmingly frank, and down to earth. One source claims the

partnership between Cochrane and Brook is a lot more equal than is

sometimes portrayed. "Polly takes care of a lot of the doing, which

allows David to have the big ideas, but she has absolutely been his

rock."

Sally Osman, the BBC's head of communications, who worked with Cochrane

at C5, says: "Polly's a creative being who combines clarity of thought

and attention to detail with the ability to see the bigger picture. She

wins people's confidence quickly and is inclusive, but she doesn't

suffer fools."

For her part Cochrane admits that she's enjoying her job and has no

plans to move on. "There seem to be so many fertile areas to develop.

For the first time in my career it is quite hard to imagine when I'm

going to feel I have run out of things to do at C4."

BIOGRAPHY

1993-1996

Product manager, The Observer, to development manager, The Guardian and

Observer

1996-1998

Marketing manager to head of advertising and promotions, Channel 5

1998-present

Controller of marketing to managing director marketing and commercial

development; managing director 4creative, Channel 4