Paramount is taking its seat on the standard desk.
Prime line:
In the present day, Paramount International introduced it’s launching a brand new model positioning and commerce marketing campaign titled “Fashionable is Paramount.”
Between the strains:
The marketing campaign focuses on the corporate’s means to create standard content material throughout its portfolio of manufacturers and multiplatform property. In response to the corporate, the model positioning is designed to emphasise Paramount’s worth to advertisers, distributors, traders and artistic communities as a associate of selection.
“‘Fashionable is Paramount’ is a celebration of our firm, content material and artistic excellence,” Bob Bakish, president and CEO, Paramount, mentioned in a press release. “It merely captures what we do finest—giving audiences what they need, with good methods that maximize the attain and energy of our unified portfolio to efficiently market and distribute IP all all over the world at scale. Our content material engine is driving enormous and simple momentum, underscoring our means to supply large, mass-market hits throughout genres, demographics, codecs and platforms.”
The “Fashionable is Paramount” marketing campaign will function the corporate’s greatest IP together with research-backed insights, showcasing eye-catching designs and statements of content material management by means of quite a lot of genres and codecs, together with movie, tv and streaming. The inventive showcases every little thing from Tom Cruise in Prime Gun: Maverick to Kevin Costner in Yellowstone.
“‘Fashionable is Paramount’ showcases the enduring reputation of our content material, each culturally and commercially,” Julia Phelps, evp, chief communications and company advertising officer, mentioned in a press release. “We’re specialists in telling tales that resonate with each viewers, in all places, and ‘Fashionable’ is a particular identification that connects our legacy to our future.”
The marketing campaign, which was produced in-house, will roll out throughout influential owned and paid media, in keeping with the corporate, in addition to high-impact out-of-home placements in New York and Los Angeles. It can run by means of Summer time 2023.
Backside line:
The marketing campaign comes amid main adjustments on the firm, with Paramount saying that it’s going to combine Showtime into Paramount+ throughout each streaming and linear later this yr.
Nonetheless, the corporate’s streaming technique is coming at a value. As Paramount prepares to mix Showtime and Paramount+, the corporate is bracing for a $1.3 to $1.5 billion impairment cost associated to content material, CFO Naveen Chopra mentioned in the course of the firm’s most up-to-date earnings name in February.
