Paramount Global launches campaign celebrating content on its platforms
Paramount Global is unleashing the power of content with the launch of "Popular is Paramount," a new brand positioning and trade campaign that brings to life the company's indisputable strength in making popular content and content popular for every audience across its premium portfolio of leading brands and multiplatform assets.
Bob Bakish, President and Chief Executive Officer, Paramount: "'Popular is Paramount' is a celebration of our company, content and creative excellence. It simply captures what we do best — giving audiences what they want, with smart strategies that maximize the reach and power of our unified portfolio to successfully market and distribute IP all around the world at scale. Our content engine is driving huge and undeniable momentum, underscoring our ability to produce big, mass market hits across genres, demographics, formats and platforms."
"Popular is Paramount" is designed to emphasize Paramount's definitive value among the advertiser, distributor, investor and creative communities as a powerful global entertainment partner of choice.
Featuring Paramount's biggest IP front and center and anchored in research-backed insights, the campaign vibrantly captures the essence of "Popular" with eye-catching declarations of content leadership in all genres and formats, including film, television and streaming.
Julia Phelps, EVP, Chief Communications and Corporate Marketing Officer, Paramount: "'Popular is Paramount' showcases the enduring popularity of our content, both culturally and commercially. 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."
The campaign will roll out across influential owned and paid media, as well as high-impact out-of-home placements in New York and Los Angeles.
Produced in house, the campaign creative also debuts a new visual design system, which reimagines the company's iconic branding while honoring its heritage and creative spirit.
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