The Paramount Comedy Channel has parted company with TBWA/London
and appointed Farm to handle creative for its launch of Sex and the
City, which will be broadcast on the channel from January.
The split with TBWA followed Paramount's decision to discontinue
retaining agencies and instead plough its marketing budget into
The channel spent more than £1 million on advertising last year.
Farm pitched against a shortlist of six agencies for the Sex and the
City project, with TBWA included on the pitchlist.
"Farm has come up with an innovative theme for the campaign and it will
be working closely with our on-air and PR teams, ensuring a consistent
message," Chris Hancox, the director of marketing and research at
Paramount Comedy Channel, said.
The broadcaster is also conducting a review of its media account, which
is held by Booth Lockett Makin. A media agency will be appointed on a
The campaign for Sex and the City is expected to include TV, press and
posters as well as ambient elements. "We have created a theme that
promotes Sex and the City from a different angle as well as staying
faithful to the brand," the Farm partner Robert Smith said. "We're
looking forward to getting started and contributing in more ways than
simply creating effective advertising."
TBWA's last campaign for Paramount featured a subversive London bus tour
guide who gave naive tourists misleading information.