Martin-Cruz to quit Paramount Comedy in move to Branded

The Paramount Comedy Channel is losing Mikah Martin-Cruz, its marketing director, to Branded, the communications consultancy.

The Paramount Comedy Channel is losing Mikah Martin-Cruz, its

marketing director, to Branded, the communications consultancy.



Martin-Cruz has been at Paramount Comedy Channel since he joined as the

marketing manager in 1997, when he was poached from AT&T’s ISP. He

leaves after appointing TBWA GGT Simons Palmer as the channel’s creative

agency at the end of last year. Branded is run by Philip Ley, the former

marketing director of BSkyB, and one of its key clients is Sega.

Martin-Cruz joins as a consultant.



’The challenge at Paramount was to refocus the business on a specific

consumer demographic (ABC1 adults aged between 16 and 24) and build a

strong brand. Over the past two years this has been achieved,’

Martin-Cruz said. ’The opportunity of brand marketing strategy and

development across a range of businesses with Philip Ley at Branded is a

natural next step.’



Ley added: ’Mikah’s skill-set and background are perfectly matched to

Branded’s clientele. We specialise in TV, the internet and the games

world.’



A replacement for Martin-Cruz is being sought and it is likely to be an

external appointment.



Branded was set up in 1996 to create a marketing dream team for

advertisers through recruiting above-the-line agencies, PR companies,

below-the-line specialists and media companies. Its founding clients

included Sky and Acclaim, the software publisher. Sega has since joined

its client roster.