Rockstar Walter Levitt: Cool Comedy

CHIEF MARKETING OFFICER WALTER LEVITT INSISTS THERE’S NOTHING FUNNY ABOUT HIS JOB AT COMEDY CENTRAL.

That is, if you can overlook the fact that the born-and-bred Canadian gets to work with some of the wittiest personalities on the planet, like comedian Amy Schumer and Trevor Noah, host of The Daily Show.

But you won’t hear Levitt—one of North America’s top media marketing executives—talking about his famous colleagues. Instead, he focuses on connecting consumers with laugh-out-loud comedy content.

He finds the millennials, and makes them laugh.

HULU. ROKU. SNAPCHAT. INSTAGRAM. TWITTER.

These are just some of the platforms people are using to watch and share Comedy Central content.

LEVITT HAS TAPPED INTO THIS DEMOGRAPHIC’S PENCHANT FOR COMEDY AS THE DEFINING FACET OF THEIR PERSONALITY.

HE ALSO USED IT TO HELP THE BRAND EASE THE TRANSITION FROM A LONG-STANDING, HUGELY POPULAR LATE NIGHT HOST...
...TO HIS RELATIVELY UNKNOWN SUCCESSOR. WHO ALSO HAPPENS TO BE A MILLENNIAL.

THE COOLEST—AND SCARIEST—OPPORTUNITY OF HIS CAREER

Levitt expected there to be a lot of curiosity around Trevor Noah when he was announced as the next host of The Daily Show. What surprised him was the kind of information people were seeking.

CREATING DIGITAL CRED

Under Levitt, Comedy Central launched a YouTube campaign based on popular search queries, ranging from Noah’s love life to his Twitter habits. And the brand’s millennial followers were all over it—trying to be among the first to find the videos and share the answers with their social networks.

The result? Unprecedented engagement from millennials.

DATA: NO LAUGHING MATTER

“What do we know? How can we connect?”

These are the questions Levitt asks himself before embarking on a campaign.

At some point, more than 150 million Americans have interacted with the brand’s content. That’s a huge audience to target. Knowing what resonates has been key.

The answers always lie in the data.

He launched the Comedy Central App. He oversaw the marketing of Comedy’s Central’s highest-rated specials of all time, The Roast of Charlie Sheen and The Roast of Justin Bieber. He was instrumental in introducing multiplatform hits including Key & Peele and Inside Amy Schumer.

THE MOST POPULAR GUY AT THE BAR

People who meet Levitt are usually curious about his job and the stars he works with. Naturally, he gets a lot of questions.
But he keeps quiet.

Despite the glamor and excitement that comes from working closely with some of the world’s funniest people, Levitt is loyal and carefully guards their privacy.

People also assume he’s going to be funny. But he says he’s smart enough to leave the comedy to professionals, and focus on what he does best.

For Levitt, a big part of that means coming up with clever ideas that keep audiences connected to the comedy they love.
Created By
The Adobe Customer Reference Office
Appreciate

Made with Adobe Slate

Make your words and images move.

Get Slate

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.