Paul's brand journey started 26 years ago at Sun International.
Along the way, many momentous highlights and milestones shaped the way Paul approaches PR today. Some of these milestones include being at the forefront of entertainment sponsorship in SA when the Tobacco Act came into governance; being lead consultant for the sponsorship syllabus for the University of Johannesburg; being at the forefront of CRM when loyalty plans were introduced to SA; then again at the dawn of legal gaming as Tsogo Sun was awarded the Monte Casino licence. Most notoriously, conceptualising and launching the very first-ever digital model search competition in the world as a tactical campaign for a global cosmetics brand – an accomplishment recognised and adopted by the market leader at the time, Yahoo.
Obtaining a 360 degree perspective, Paul also spent a five-year period as a senior member of the media landscape. For three years Paul was at the helm of one of SA’s biggest lifestyle titles in the consumer sector as well as other significant custom titles. Two years were also devoted to broadcasting.
Within agency and corporate environments, Paul has consulted and provided council for many local and global projects. Over the years, sharing spaces and engaging with creative talents and experts in all sectors and disciplines means that today, the agency has a host of relationships to call upon - from hospitality, architecture, sports, and culinary to authors, trend-spotters, strategists and mavericks.
Always driven by innovation and his appreciation for cutting-edge brand strategies, Paul's current focus is on understanding the consumer shift and what drives the post-demographic consumer to successful engagement and product trial. Paul firmly believes that data mining tools and research add great value to a brand's strategic process and will ultimately deliver higher long-term return on investment.