SpongeBob's tenth anniversary looked like a global marketing campaign. What it actually was: a two-year process — building around the brand's DNA, gathering ideas from across the organization, then aligning dozens of countries, every business function, and every commercial partner to connect with consumers, retailers, and distributors in a coherent way.

At Paramount, the challenge scaled — and became more complex. Established brands in MTV, Nickelodeon, and Comedy Central with global distribution relationships built over decades. Pluto TV and Paramount+ as emerging streaming platforms entering the same markets through the same partner networks.

Globally recognized franchises with its own audience, licensing business, and commercial trajectory. The work was building an IP ecosystem where investment in one property strengthened the others — and where the commercial infrastructure connecting content, licensing, distribution, and live experiences was worth significantly more than any single piece.