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Social Minds puts you in a room with marketing’s brightest minds. We interview the world’s biggest brands, break the latest social media headlines and translate social-first trends for the layman.

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  2. Why Bold Social Creative Is Always Worth The ‘Risk’ | Aaron Gillies, 4Studio, Channel4

Why Bold Social Creative Is Always Worth The ‘Risk’ | Aaron Gillies, 4Studio, Channel4

Oct 6, 2025

Your most successful activations will be the ones that makes stakeholders squirm. Just a little. Still, most organisations are more fearful of perceived backlash than ever before - but not Channel4. As the ‘alternative’ UK broadcaster with shows that range from Virgin Island to Trump V The Truth, the nature of its programming opens doors for the nature of its marketing. In this episode, 4Studio’s senior content strategist Aaron Gillies tells all. Whether it’s sending Handmaids in full regalia to parade The Palace of Westminster a week after Roe Vs Wade was overturned, or letting mischievous Yorkshire teens take over your socials and post things like “Channel4 is for people who belong in a nursing home”, this broadcaster is no stranger to bold tactics. Is its reputation risked or ruined? No. Far, far, far from it.Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com.