Comedy Central is one of the channels of the MTV group. The essence of Comedy Central is about, well, comedy of course! But when we discussed with the team, they were hardly laughing. Comedy Central, they felt, had become a disconnected collection of so-called funny shows. Somehow the channel lacked a spirit. And advertising sales were not good, confirming there was an issue. The team wanted help to rebuild the brand Comedy Central in a way that made more sense.