Paramount
Creative Management & Brand Strategy
This project covered the strategic and creative leadership of three core entertainment brands: Paramount Channel, Spike and Paramount Comedy. The work focused on safeguarding brand consistency while continuously adapting each channel to changing audience behavior and platform dynamics across the CIS region.
I acted as brand guardian and senior creative lead, overseeing positioning, tone of voice and content direction across all touchpoints. In parallel, I was responsible for the creative and brand-side management of the Paramount+ launch in the CIS market, aligning global brand standards with strong local relevance.
The objective was twofold: to strengthen the individual identities of each channel while building a coherent brand ecosystem around Paramount’s expanding portfolio. The outcome was a clear strategic framework that supported both day-to-day content decisions and large-scale launch initiatives.
One of the main challenges was balancing global brand guidelines with regional market realities. By combining strategic brand thinking with hands-on creative production, the project delivered clarity, consistency and momentum during a critical growth phase for the brand.
