Comedy Central: Activating the Awesome
Business Situation and Objectives
In 2011, Comedy Central launched a bold new brand re-engagement in tandem with the launch of its new development slate. The goal of the new look was to demonstrate Comedy Central's focus on Millennial men and to signal a creative shift in an effort to re-gain young male viewers. This re-engagement was inspired and shaped by the results of two comprehensive research studies.
Since Comedy Central's launch in 1991, our creative target has always been Men between the ages of 18 and 34. For most of the last twenty years, that...