Even ruddy CRM guff can sound nice

I signed up to E4's newsletter the other day and this standard confirmation came through. These days I sign up to so many things I rarely bother to read emails like this, but it did catch my eye. E4's attention to detail on even the most boring part of CRM is awesome. Have a bloody good read.

'Thanks for requesting the E4 newsletter. To confirm your subscription and start getting the newsletter wedged lovingly into your inbox, please click daintily upon the link below:

http://www.channel4.com...........

Do this now! It's the only way you'll get the newsletter, you know.

If you've changed your mind, or if you didn't subscribe in the first place, or perhaps you just want us to ruddy well go away and stop hassling you, please ignore this e-mail.

The E4 Team'

Ever since Paul Feldwick's Poetry and Planning evening I've tried to pay close attention to how brands use language and I'm yet to see one that doesn't just do it so well, but also so consistently. A round of applause for E4.

Oh no, the brand police won’t like this

Every year E4 gives people the chance to go mad with its logo in its ESTINGS competition. In association with Creative Review, this competition is attracting some of the best young talent. The lucky winner will see their work commissioned and turned into series of indents for the channel. In E4’s own words they are giving people ‘the opportunity to weird us out with your crazed imaginations’. You can view previous entrants efforts here, here and here. Branded content at its best I'll think you'll agree.


I love Channel 4 in general, not just E4 and cult programmes like Shameless and Skins. In my opinion it is one of the most interesting media brands of the moment. It’s approach to creativity, media and programming is way ahead of the others. Until recently Channel 4 worked with Naked and has also developed its own commnications agency 4Creative. I think the thing I love about the brand is its confidence and fluidity. It has the ability to evolve quickly and the nerve not to be 'consistent and on brand' all the time.