Channel 4 promotes David Amodio to digital and creative lead

Channel 4 has promoted David Amodio, an agency principal, to the new role of digital and creative lead, following the departure of Carl Read.

David Amodio: appointed digital and creative lead at Channel 4
David Amodio: appointed digital and creative lead at Channel 4

Amodio will be responsible for leading Channel 4's digital commercial business, encapsulating the range of 4oD platforms and Channel4.com.

He will report to Jonathan Lewis, the head of digital and partnership innovation at Channel 4. He will also work with Lewis on developing Channel 4's creative sales strategy.

Prior to being appointed agency principal as part of a wider Channel 4 restructure in January last year, Amodio was an agency lead from 2010. He was previously a strategic sales manager for four years.

Amodio started his media career at Media Week's sister title Campaign in 2002, rising to senior advertising manager before moving to Channel 4 in 2006.

Lewis said: "Over the last few months I have recognised the need to centralise creative leadership within the sales team. In addition, our digital business is entering into a new exciting phase of data targeting and increased innovation.

"I am delighted with David's appointment – he has a unique mix of creative and commercial brain, which I believe will drive us forward both digitally and creatively."

Read, who was Channel 4's digital lead, left the broadcaster last month to become head of digital at OMD UK.

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