Paul has been a consultant at AAR for 29 years, advising CMOs, marketing leaders, procurement teams and agencies on how to build stronger, more effective partnerships.
After what he readily describes as an “unspectacular” career in media – first in full-service agencies and later at Chris Ingram Associates, one of the UK’s original independent media agencies – Paul joined AAR to establish its dedicated Media Practice. His initial focus was helping brands select the right media agency partners while advising agencies on how to articulate their proposition more persuasively.
Over nearly three decades at AAR, that expertise has evolved into a broader strategic consultancy spanning agency selection, pitch management, commercial consultancy, agency remuneration, relationship optimisation and marketing operating models. He works with organisations across creative, media, production and integrated agency partnerships, supporting both UK and global agency reviews.
Paul is particularly valued for helping complex organisations navigate periods of change. Whether a business is restructuring its marketing function, reviewing its agency ecosystem, or embarking on a global agency search, he brings clarity, prioritisation and a calm, pragmatic approach to what can otherwise feel like an overwhelming process.
Alongside agency selection, Paul advises brands and agencies on the commercial foundations of successful partnerships. From remuneration models and contract negotiations to governance and ways of working, he helps ensure new relationships are set up for long-term success and existing partnerships continue to deliver value for both sides.
While the marketing landscape has transformed dramatically during Paul’s time at AAR, with new channels, technologies and increasingly sophisticated agency models, the fundamental challenge has remained remarkably consistent: helping organisations find the right partners and create relationships that deliver better business outcomes. Every client situation is different, and the solutions have become more nuanced, which is exactly what continues to make the work interesting.
Nearly three decades on, Paul is still driven by the opportunity to help brands make better decisions, solve complex agency challenges and build partnerships that last.
