The Paramount Comedy Channel has severed its ties with the
Advertising Brasserie and appointed Quiet Storm to handle a major new
Paramount has already worked with Quiet Storm’s director, Trevor
Robinson, on a number of projects and has now appointed the agency for
its latest campaign, despite having worked with the Brasserie - then
called the HHCL Brasserie - on its relaunch advertising last year.
Robinson originally pitched for the pounds 2 million Paramount account a
year ago, but lost out to the Brasserie. Booth Lockett Makin’s hold on
the media planning and buying business remains unaffected by the
Quiet Storm has already produced its first creative work for Paramount -
a pounds 1 million multi-media campaign which breaks this week.
The campaign comprises two TV executions on cable and satellite, press
work in TV listings titles and a raft of ambient media treatments,
including tailored ads in men’s and women’s pub toilets and on beer
The ads were written and art directed by Dylan Ingham and Robinson. The
television executions were directed by Robinson.
The push has been designed to capitalise on the growing popularity of
the channel since its relaunch as a comedy station and it reflects a new
phase in the company’s marketing strategy.
Paramount’s marketing director, Dan Brooke, said: ’Our research shows
that people see us as a channel rather than a series of individual
programmes so, after following a programme-specific ad strategy last
year, we’re moving on to marketing the channel overall.’
Over the past 12 months, the channel’s viewing figures have tripled.
Its key audience categories are young, upmarket adults and housewives
with children, with just under 0.4 ratings and 0.5 ratings respectively.