It’s only a matter of days since Joe Churchill revealed that he was leaving his post as digital commissioning editor at Channel 4. But already he has resurfaced as founder and CEO of Fan Club, “a digital content agency that aims to turn brands into broadcasters by helping them to develop their own channels and content strategies”.
The start-up agency has hit the ground running, with investment from STV Studios. Explaining the company’s rationale, Churchill said: “As social platforms have democratised distribution, brands no longer need to rely on media partnerships. They can reach audiences directly but in a crowded landscape they need quality content that captures imaginations and turns passive viewers into engaged followers/subscribers.”
Churchill believes there is “a clear appetite from brands to become publishers in their own right, and Fan Club is here to help them realise that. We bring together social strategy, content production and audience growth to build passionate, engaged audiences on the brands owned and operated channels.”
Fan Club is now one of 22 STV Studios production labels and the only branded content specialist in its portfolio. Explaining why the company decided to back Fan Club, STV Studios CEO David Mortimer said: “Fan Club is an exciting investment opportunity for us, bringing something different and complimentary to our existing portfolio of production labels. Joe is uniquely positioned to build and deliver long-term market strategies for UK and international brands. He’s an expert at what he does with a creative genius and flare for developing highly engaging branded content that truly engages consumers.”
At Channel 4, Churchill led the commissioning of the social branded entertainment team, overseeing the growth of the department and creating partnerships including The Secret Life of 5 Year Olds with EON Next, Kojey’s Block Party with Brooklyn Brewery and Second-Hand Showdown with Vinted.
