Miketta Lane named new head of ops and production at 4Creative

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Channel 4 has appointed Miketta Lane as Head of Production and Operations for its award-winning in-house creative agency 4Creative.

She’ll report to Chief Marketing Officer Zaid Al-Qassab, the company said.

She will be responsible for the production and financial control of 4Creative’s on-air and off-air campaigns. She will also manage relationships with key external suppliers.

Miketta Lane Leeds role

She’ll also help shape the smooth operational running of Channel 4’s new Digital Creative Unit (w/t), based in Leeds.

She will join 4Creative’s senior leadership team and will work closely with Head of 4Creative Lynsey Atkin.

Zaid Al Qassab, Chief Marketing Officer Channel 4 said: “I am absolutely delighted that after a thorough external search we have found the talent needed to lead the 4Creative production team right here within Channel 4. We will be promoting Miketta Lane to this role.

“Her knowledge of Channel 4 will be invaluable in helping us set up the operations in Leeds where we are building our new Digital Creative Unit.”

Lane said: “I love everything Channel 4 stands for, and 4Creative’s output is among the best in the business.

“As the marketing landscape changes, how we operate and how we make things is crucial in our ability to deliver noisy, award-winning, multi-platform campaigns.

“4Creative is home to some of the industry’s greatest talent, and it’s an honour to be stepping into such a vital role, at such a vital time.”

Miketta first joined 4Creative as a producer in 2005 and after four years left to assist U2 on tour.

Following this, she freelanced as a producer working with clients including L’Oreal, Nike, Google, ITV and Dubai. She returned to 4Creative in 2014 to manage the day-to-day production across all of Channel 4’s multimedia advertising campaigns. 4Creative promoted her to Executive Producer in 2019.