MEET THE HEAD ENGINEERS
Paul W. Reynell
Paul draws on the insights, best practices and key learnings from work done with more than 100 brands spanning his career of 25 years. He integrates this valuable knowledge base with his current strategic approach that places equal importance on understanding consumer behaviours in an era of post-demographic consumerism. This approach to strategic communication planning emphasises the significance of human psychology alongside content, research and channels, to foster engagement and yield impactful results.
As a registered CPRP with PRISA and a member of PRCA, Paul has held various leadership roles in both corporate and agency environments. His leadership roles encompass not only communications but also advertising and entertainment sponsorship — the latter, a discipline he pioneered in South Africa. He has also spent a great deal of time in both the publishing and broadcast spaces.
Paul has been at the helm of Paddington Station for the past 11 years. Under his leadership, the Station remains the only full-service small agency ever to receive a Gold Presidential PRISM Award for PR and Communication Advancement, as well as the 2023 Gold Prism Award for Best Small Agency. He is responsible for 360º consumer brand strategies and media planning and buying for a stable of both local and global brands.
Paul is an accomplished speaker, industry mentor and presently serves as the Chief Judge for the prestigious PRISM awards. Additionally, he holds the position of Chairman for the Western Cape PRISA Chapter.
Digital Marketing Specialist
Laylaa is a seasoned digital marketing specialist with 7 years of experience in the industry and a diverse background across a variety of industries, she has worked on global brands and successfully advertised in over 172 countries.
As an expert in the many aspects of advertising, Laylaa is well-versed in navigating the complexities of advertising on Google and social media - Facebook, Instagram, SnapChat, TikTok and Twitter. Laylaa has a proven track record of success, no matter the budget. Starting out in organic social media, Laylaa then evolved and expanded her skill set to paid media advertising. With a passion for digital maturity technology, she is dedicated to helping brands and clients move into the marketing space and create an ecosystem that works for them.
In a constantly changing and highly competitive advertising landscape, Laylaa stands out with their data-driven approach and market analysis. Instead of relying on trending tools, she believes in using the tools necessary for the brand to succeed. With over 12 certificates across Google platforms, Facebook, and SnapChat, Laylaa is a true expert in the field.
Laylaa believes in a full-funnel approach to marketing, with a 360-degree view of all marketing activities and a focus on helping them work hand-in-hand.
Julian Hurley is a dynamic and innovative Creative Director with a relentless passion for pushing creative boundaries and delivering exceptional results. His passion for creativity, combined with his keen eye for design and exceptional leadership skills, make him an invaluable asset to any team.
Julian's journey in the creative field began at an early age, with a natural inclination towards photography and design. He honed his skills through countless hours of applied practice and various courses covering every field in the creative sphere. As a Creative Director, Julian has a knack for bringing out the best in his creative team, nurturing their talents, and pushing boundaries to deliver exceptional work. His strategic approach to
creative problem-solving, combined with his ability to adapt to changing market trends, has resulted in numerous successful campaigns for his clients.
Julian's creative expertise spans across various mediums, from graphic design to cutting-edge digital campaigns, augmented reality, and experiential activations. His keen eye for design, combined with his strategic thinking, allows him to create powerful brand narratives that resonate with consumers and drive brand loyalty.