González de la Peña will lead print, on-air and interactive campaigns working across all Channel Four channels with the existing 4creative team.
4Creative is Channel Four’s in-house creative ad team responsible for producing and directing promotions, brand identity, title sequences and on-screen presentation. It also produces work for external clients.
González de la Peña will ‘assist in the general creative strategy of 4 Creative taking briefs from the marketing department and translating them into creative campaigns across all media,’ according to a Channel Four spokesman.
González de la Peña joins from Spanish consultancy China Madrid where he was creative director and will report to network creative director Tom Tagholm.