Paramount Now Series Presents: CREATIVE NOW

Creative Now was a half-day peer-to-peer event hosted by Paramount in March 2024 as part of the NOW Series. Focused on the future of creativity in marketing, the event explored how brands can engage consumers, become part of culture, and achieve measurable results through innovative strategies.

Event Highlights

Panels & Discussions

  • How to Be a Marketer in the Age of Fandom
    Featuring experts from Paramount, TikTok, Unilever, and Kresnicka Research.

  • How AI is Changing the Creative Landscape
    Panelists from Paramount+, Google, Meta, and BENlabs explored AI’s role in creative innovation.

  • Multicultural Marketing: It’s Just Marketing
    Insights from BET, CHÉ Creative, and Paramount Brand Studio.

  • Does Creativity Matter in a Performance Marketing World?
    Discussion on balancing creative excellence with performance marketing metrics.

Experiential Activations

  • Aura photo check-in experience.

  • “Make it More” photo booth at Paramount HQ.

  • Live tech demos from BENlabs and KERV showcasing cutting-edge AI tools.

Attendance & Reach

  • In-Person Attendance: 196 attendees
    (92 external guests, 102 internal participants).

  • Virtual Attendance: 826 attendees
    (275 external, 550 internal).

  • Social Media Impact:

    • 12 posts generating 54,964 organic impressions (+7% vs. previous event).

    • 480,148 paid impressions (+9%).

    • 1,186 engagements with a 7.2% average CTR (vs. 2.4% benchmark).

Audience Feedback

  • Survey Ratings (out of 5):

    • Value of information: 4.52

    • Speaker effectiveness: 4.76

    • Structure and flow: 4.52

  • 100% positive feedback on registration and check-in.

  • Attendees highlighted the engaging activations, insightful panels on fandoms, AI, and multicultural marketing.

  • Suggestions for future events included:

    • Shorter duration for virtual audiences.

    • More interactive opportunities with audience participation.

    • Deeper, example-driven discussions, especially in AI panels.

Key Outcomes

Creative Now successfully positioned Paramount as a leader in creative innovation and marketing thought leadership. The event strengthened relationships with industry leaders and clients, expanded Paramount’s influence across the advertising ecosystem, and reinforced its commitment to pushing creative boundaries in programmatic, digital, and streaming media.