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
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
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
Brooke explained: ’We felt that there were more appropriate resources
given the direction we wanted to take the brand.’