The Paramount Channel has parted company with Leo Burnett as it
seeks a new agency line-up to handle a pounds 2 million campaign
promoting its new name, new positioning and revamped schedule.
The channel, which is being relaunched as the Paramount Comedy Channel
next month, has invited three agencies to pitch for its creative
account, and has handed its media planning and buying business to the
independent, Booth Lockett Makin. The account was previously handled by
Leo Burnett on a full-service basis.
Paramount’s new marketing director, Dan Brooke, who was an account
director at St Luke’s, has invited BMP DDB, HHCL Brasserie and the
independent creative, Trevor Robinson, to pitch for the creative
BLM pitched for Paramount’s media planning and buying account at the end
of last year and it is already working on a new campaign to run in the
second week of February.
The new campaign, which has been handled so far by the Creative
Partnership, will launch the channel name and underline Paramount’s
repositioning as a dedicated comedy channel.
To head the new schedule, Paramount has secured reruns of popular comedy
programmes including Frasier, Roseanne, Cheers and Monty Python’s Flying
Circus. Brooke said that the positioning, aimed at young, upmarket
viewers, would include new cutting-edge comedy shows from around the
world, as well as home-produced shows aimed at breaking comedy
’Now it’s time to make a significant investment in telling people about
the channel and its schedule,’ Brooke said. He added that the
advertising budget for the first half of this year would top pounds 1
million, with at least another pounds 1 million earmarked if the first
burst of advertising proves successful.