Paramount Rolling Out New ‘Popular’ Branding Campaign

Paramount March 8 rolled out a new branding campaign dubbed “Popular Is Paramount,” aimed at showcasing the media company’s content and multiplatform assets.

The campaign, which will roll out in New York and Los Angeles, is designed to emphasize Paramount’s value among the advertiser, distributor, investor and creative communities as a global entertainment partner of choice.

“[It’s] is a celebration of our company, content and creative excellence,” CEO Bob Bakish said in a statement. “Our content engine is driving…across genres, demographics, formats and platforms.”

Indeed, the campaign seeks to capture the essence of “popular” with visual declarations of content leadership in all genres and formats, including film, television and streaming.

“‘Popular is Paramount’ showcases the enduring popularity of our content, both culturally and commercially,” said Julia Phelps, EVP and chief communications and corporate marketing officer. “We are experts in telling stories that resonate with every audience, everywhere, and ‘Popular’ is a distinctive identity that connects our legacy to our future.”

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