Paramount Comedy has appointed Karmarama to its £5m advertising account following a pitch. The agency will also oversee a refresh of the comedy channel brand, which will launch later this year.
The agency won the business after a three-way pitch against undisclosed agencies. It is not known if incumbent Farm was involved. The review was called by Chris Hancox, Paramount Comedy vice president of creative services and marketing, last month and the pitch was overseen by the AAR.
Karmarama will reposition the brand and raise its profile as a specialist comedy channel, developing on and off-air work.
Paramount Comedy, which launched in 1997, airs programmes including US comedies Everybody Hates Chris, Frasier and Scrubs. It is part of MTV Networks, with advertising sales handled by Viacom Brand Solutions.