Paramount cuts its Leo Burnett links as it prepares revamp

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 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

account.



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

talent.



’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.