{"id":24750,"date":"2022-12-20T15:10:32","date_gmt":"2022-12-20T15:10:32","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/20\/paramount-skipping-its-carnegie-hall-upfront-week-event\/"},"modified":"2022-12-20T15:10:32","modified_gmt":"2022-12-20T15:10:32","slug":"paramount-skipping-its-carnegie-hall-upfront-week-event","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/20\/paramount-skipping-its-carnegie-hall-upfront-week-event\/","title":{"rendered":"Paramount Skipping Its Carnegie Hall Upfront Week Event"},"content":{"rendered":"

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Paramount is officially pulling out of 2023\u2019s upfront week.<\/p>\n

On Tuesday, ad sales chief John Halley sent an internal memo announcing the company would be abandoning its usual presence at Carnegie Hall during May\u2019s upfront week, instead opting for a series of \u201chigh-impact, intimate gatherings in April for each of our major agency partners and their clients.<\/p>\n

\u201cOur targeted approach is intended to encourage conversation with our most trusted partners \u2014 to hear directly from the agencies and advertisers we serve and who form the bedrock of our business,\u201d Halley wrote, adding, \u201cWe also have a fantastic story to tell about the power of our popular portfolio and enhanced offerings, and the earlier timing will increase share of voice, in a more fitting setting for deeper engagement.\u201d<\/p>\n

Paramount, and before it CBS, had been an upfront week mainstay at the iconic New York venue for decades. While the company shifted to virtual upfront presentations in 2020 and 2021 because of the pandemic, it returned to Carnegie Hall in May for upfront week.<\/p>\n

The announcement is one of Halley\u2019s first big moves after taking over for longtime ad sales chief Jo Ann Ross<\/a> in September. <\/p>\n

During 2022 upfront week presentations, two presenters vacated their longtime homes in favor of new venues, with Fox vacating New York\u2019s Beacon Theatre<\/a> for the Skylight on Vesey and Disney opting for more space at New York City\u2019s\u00a0Basketball\u00a0City. However, they didn\u2019t vacate upfront week altogether, as Paramount will be doing.<\/p>\n

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Last May, in what turned out to be her final upfront as ad sales chief, Ross turned the presentation into a live version of 60 Minutes<\/a>, looking to present the company\u2019s offerings, give marketers a show and get them on their way in a reasonable amount of time. <\/p>\n

Talking to Adweek about returning to Carnegie Hall after the Covid-19 pandemic had canceled in person presentations for two years, Ross called it a \u201cno-brainer.\u201d<\/p>\n

\u201cBecause of our long-standing relationship with Carnegie Hall as CBS being there every year, it was absolutely a no-brainer to be back on that stage with the new company. And again, to mark our territory, stick the flag in the ground,\u201d Ross said. \u201cWe are Paramount, and we are at Carnegie Hall. So for me, it was basically, of course, we\u2019re going to be there.\u201d<\/p>\n

When transitioning to an advisory role, Ross gave Halley a vote of confidence, sending an internal memo to staff saying it was \u201ctime for change\u201d and that Halley is \u201cready to take this team to new heights.\u201d<\/p>\n

Though Paramount is dropping out of the upfront in favor of smaller events, other media companies are already setting their upfront week event presentation plans. <\/p>\n

Last week, Linda Yaccarino, chairman, NBCUniversal, advertising and partnerships, revealed several major 2023 event dates for the company, including announcing NBCU would return to Radio City Music Hall<\/a> on May 15 for its upfront week presentation.<\/p>\n<\/p><\/div>\n