Gen-Z, Millennial Opps: Paramount taps top marketers (Score 31)

Sales Lead: To merge its marketing and data teams, Paramount named Michael Engleman and Puja Vohra as its CMO and consumer marketing EVP, respectively.

• Engleman will now lead US consumer marketing, strategy, lifecycle marketing, partnerships, customer care, social, and creative campaign execution.
  • He joined Paramount in July 2019 as the CMO for Showtime Networks.
• Vohra now oversees media, brand, and program marketing for the soon-to-be-rebranded (and merged) Paramount+ with Showtime.
  • Paramount hired her in March 2020 as the EVP of brand marketing and strategy for Showtime.
  • The upcoming merge of Paramount+ and Showtime will affect both linear and streaming platforms which will result in a rebranding to "Paramount+ with Showtime."
  • The rebrand will reportedly occur later in 2023.
• The company will likely:
  • Shift strategy
  • Keep increasing digital spend
  • Conduct agency reviews
• Target demographic: 
  • Gen-Z and millennials
  • Its print ads target both English- and Spanish-speaking audiences.

Additional spending insights:

• Broadcast insights (TV ad creative spend); Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: View recent digital and national TV spend for top brands here.
• Additional channel insights  
  • The company utilizes OOH, local broadcast, print (both English and Spanish ads), digital, radio, Google Ads, and online video (primarily via Youtube.com) ads.
  • Paramount sponsors podcasts such as The Daily, The Glenn Beck Program, Up First, Conan O'Brien Needs A Friend, and Planet Money.

Additional agency insights:

• Opportunity: It's, well, paramount that you reach out soon in case these leadership shifts precede agency reviews.
• Current agency roster:
  • In-House: Media
  • In-House: Creative
  • Direct Agents: Digital and social AOR
  • Horizon Media: Media AOR
  • Mediahub Global Boston: Media AOR
  • Wavemaker: Media and creative AOR
  • 72andSunny: Creative, digital, and social AOR
  • Known: Creative AOR
  • Beck Media & Marketing: PR AOR
  • MikeWorldWide: PR AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.

Feel free to check out our recent updates on Pluto TV here, on CW here, and on Nickelodeon here.