Paramount would be the solely main media firm on the surface wanting in throughout promoting’s annual upfront week, which begins Might 15—however advert gross sales president John Halley insists he and his colleagues gained’t be affected by any FOMO subsequent week.

Relatively than maintain its conventional massive Carnegie Corridor presentation adopted by a lavish reception, the corporate introduced late final yr that it could maintain extra intimate upfront dinners with shoppers and companions as an alternative. And after wrapping these New York upfront occasions in New York in late April, with extra Chicago and Los Angeles dinners coming within the weeks forward, Paramount is extra sure than ever that it made the fitting name. “We’re not going to return to the previous means of doing issues,” Haley instructed Adweek.

“There’s no query it was the fitting determination,” Halley, who’s overseeing his first upfront after his predecessor Jo Ann Ross transitioned her function to Chairman final fall, stated of the corporate’s determination to exit upfront week. “There’s no query that it’s more practical than the established order occasion.”

For its upfront dinners, Paramount stuffed an exhibit area at Chelsea Manufacturing unit to showcase its “Widespread is Paramount” model marketing campaign. The area was adorned with iconic props from the corporate’s IP, together with The Value Is Proper wheel, Star Trek costumes and even the Lombardi Trophy to characterize CBS’ upcoming broadcast of Tremendous Bowl 58. As well as, Paramount expertise have been available for appearances, together with Gayle King, Drew Barrymore and Stephen Colbert.

“Our company companions and shoppers felt near what it was that we have been doing. And we mirrored a unified entity, and it was profitable in giving individuals a really feel for what we’re attempting to realize by our content material funding, during to our big viewers footprint,” Halley stated. “We’re very pleased with the presentation, the illustration of who we’re. And mixed with a format that’s extra expanded, it was very efficient in serving to body and facilitate our upfront discussions.”

The advert gross sales president stated the constructive suggestions was “unanimous” from attendees, who additionally expressed “numerous gratitude” for a distinct tackle upfront occasions.

“It’s attention-grabbing. I don’t suppose in all these years individuals have actually requested shoppers and company companions what they really take into consideration the upfront week itself, and it seems, numerous them don’t prefer it,” Halley stated. “It’s too loud. It’s too compressed. It’s complicated. It’s chaotic.”

Halley stated the occasions led to a bigger share of voice forward of a crowded upfront week, facilitating “substantial” and “in-depth conversations.” The advert gross sales president estimated that the corporate spent 36 hours whole with its largest companions, far eclipsing the same old 5 hours or so from one upfront week presentation and occasion.