HHCL Brasserie gains pounds 2m Paramount Comedy account

The HHCL Brasserie has narrowly beaten Trevor Robinson to win the pounds 2 million Paramount Comedy Channel account following a three-way pitch that also included BMP DDB.

The HHCL Brasserie has narrowly beaten Trevor Robinson to win the

pounds 2 million Paramount Comedy Channel account following a three-way

pitch that also included BMP DDB.



Paramount relaunched at the start of this month as the Paramount Comedy

Channel with a new schedule and new positioning. The move was

spearheaded by its recently appointed marketing director, Dan Brooke,

who was previously an account director at St Luke’s.



Brooke said: ’We have already gone from being a niche channel to a

premium quality channel.



From a media owner’s point of view, the Brasserie’s idea was fantastic

as it is based around our programmes and it’s funny - it’s the dream

answer.’



However, Brooke stressed that Trevor Robinson’s pitch had also impressed

him enormously, and he hopes to work with Robinson in the future.



The Brasserie’s new branding campaign will appear on television in

April.



Brooke added: ’The proposition of the channel - ’Friday night every

night’ - will be reflected in the ads.’



The managing partner of the HHCL Brasserie, Mischa Alexander, said:

’This was the easiest pitch we’ve ever done because Paramount Comedy has

a powerful schedule that makes a great springboard for advertising.’



Leo Burnett, the previous full-service incumbent on the account, was not

invited to repitch when the review was announced at the end of January -

Booth Lockett Makin was handed its media planning and buying at the same

time.



Brooke explained: ’We felt that there were more appropriate resources

given the direction we wanted to take the brand.’



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