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COMMENTARY
PARAMOUNT'S FAHEY RUSH: WE'RE HALFWAY THROUGH OUR UPFRONT - DINNERS, THAT IS
* by Joe Mandese @mp_joemandese, Yesterday
After years of pitching advertisers at New York's Carnegie Hall, Paramount opted
instead for a series of intimate upfront dinner parties with the big agency
holding companies and their clients, Paramount Chief Research Officer Colleen
Fahey Rush confided in a conversation with the Advertising Research Foundation's
Scott McDonald at the foundation's annual Audience X Science conference in New
York Tuesday.
Fahey Rush noted that with the conclusion of tonight's fifth of nine planned
dinners in New York -- as well as Chicago and Los Angeles -- Paramount will
effectively be halfway done with its upfront pitching, adding that the company
has gotten "a lot of positive feedback on the change in format and the
experiences of these conversations and dinners" from the agency attendees.
For Paramount's upfront sales team, not so much.
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“It’s kind of tiring, but you know, every single one of these partners is
important to us and we want them to feel that way and to have the opportunity
for us to have these conversations. And you just have to put in the time," she
confided, adding, "We’ve had some really productive conversations just in the
past – let’s see – one, two, three, four dinners.
Mainly, she said the dinners, while fun and entertaining themselves, are a more
conducive way for Paramount to convey the depth and breadth of its media
portfolio -- "from Paramount to Pluto to CBS, the No. 1 broadcast network, for
15 straight years, our amazing portfolio of cable networks, from BET to Comedy
Central" -- in an intimate, in-person setting with its biggest potential
spenders.
In addition to its programming offerings, she said the small dinner parties are
also better suited than the grand concert hall to discuss Paramount's
advertising sales and audience delivery "tech stack," as well as ways the
company wants to work with the demand-side on "alternative data."
"But mostly it is about the power of the content of sports, of news, and we have
the Super Bowl in February, and all these award shows. And we jut want to remind
everybody of really what our portfolio is and what kind of partners we want to
be," she said.
*
*
*
ad buys, advertising, events, holding company, media buying, new york,
paramount, paramount+, research, television, upfront
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About the Author
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at
joe@mediapost.com.
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