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Gavin Taylor
VP Media Planning at Paramount
Gavin Taylor is a seasoned Media Strategist and Broadcast Professional with over 17 years of experience in the industry. With extensive knowledge in media strategy, budget planning, and driving the business prioritization process, he has made strategic commercial brand opportunities for clients and agencies. Gavin is an accomplished professional with a BA in English Language and Film Studies from the University of Kent. He has held various leadership roles throughout his career, including VP Media Planning and Senior Director of Media Planning Strategy - Channel 5 & MTV at Viacom International Media Networks. Gavin is an expert in cross-promotional strategies and has successfully managed Viacom's Media Planning functionality.
In his current role, Gavin manages the Media Strategy for the MTV UK channels, all MTV channels outside of MTV US, and incorporates audience migration between free-to-air (Ch5 Network) and Pay TV channels (MTV, Comedy Central, Nickelodeon, BET). He leads collaborative campaigns across creative, digital, and marketing channels from brief to execution, using analytical insights to drive innovation. Gavin's passion for discovering new ideas and content inspires his teams, leading them to find innovative solutions for briefs.
Highlights
Currently looking for an experienced Freelance Media Planner to work across our Paramount UK network of channels. Whats’on experience preferred. Please message me if interested. Thanks. #mediaplanning
In our quest for innovation and excellence in promoting new shows and cut through, I'm excited to share some recent remarkable work from our Continuity team at Channel 5.
For the launch of our new series, Shetland: Scotland's Wondrous Isles, Commissioning Editor Dan Louw challenged us to incorporate the local Shetland dialect into our promotional strategy. Thanks to the creative efforts and research of the team led by our Head of On-Air Communications, Katy Ashcroft, we achieved something rather unique and different. Katy connected with broadcaster and Shetlander Claire White, and briefed by Dan, they crafted standout continuity scripts that authentically represented the Shetland dialect. This initiative marks the first time Shetlandese has been used and heard on terrestrial TV, highlighted in the press.
We didn't stop there; Sarah Lawson in Simon Foster’s social team also adapted these recordings for our social media channels, bringing the Shetland dialect to life even further and reach a different audience.
Check out these splendid examples of how we executed this innovative idea to drive awareness, engagement and viewership for our new series.
