Quiet Storm takes Paramount’s latest task away from Brasserie

The Paramount Comedy Channel has severed its ties with the Advertising Brasserie and appointed Quiet Storm to handle a major new advertising initiative.

The Paramount Comedy Channel has severed its ties with the

Advertising Brasserie and appointed Quiet Storm to handle a major new

advertising initiative.



Paramount has already worked with Quiet Storm’s director, Trevor

Robinson, on a number of projects and has now appointed the agency for

its latest campaign, despite having worked with the Brasserie - then

called the HHCL Brasserie - on its relaunch advertising last year.



Robinson originally pitched for the pounds 2 million Paramount account a

year ago, but lost out to the Brasserie. Booth Lockett Makin’s hold on

the media planning and buying business remains unaffected by the

creative shift.



Quiet Storm has already produced its first creative work for Paramount -

a pounds 1 million multi-media campaign which breaks this week.



The campaign comprises two TV executions on cable and satellite, press

work in TV listings titles and a raft of ambient media treatments,

including tailored ads in men’s and women’s pub toilets and on beer

mats.



The ads were written and art directed by Dylan Ingham and Robinson. The

television executions were directed by Robinson.



The push has been designed to capitalise on the growing popularity of

the channel since its relaunch as a comedy station and it reflects a new

phase in the company’s marketing strategy.



Paramount’s marketing director, Dan Brooke, said: ’Our research shows

that people see us as a channel rather than a series of individual

programmes so, after following a programme-specific ad strategy last

year, we’re moving on to marketing the channel overall.’



Over the past 12 months, the channel’s viewing figures have tripled.



Its key audience categories are young, upmarket adults and housewives

with children, with just under 0.4 ratings and 0.5 ratings respectively.



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