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