Honesty, Trust and Magic Moments: Meet AAR’s Paul Phillips

Paul Phillips didn’t set out to work in advertising but, like so many others, found his way into the sector through natural curiosity and willingness to take a chance. After graduating from South Bank Polytechnic, and not knowing what to do with his 2:2 degree in Business Studies, he followed the path of friends who happened to work in advertising and seemed to be thoroughly enjoying themselves.

First working at Dolye Dane Bernbach in the media department, Paul went on to spend 16 years agency-side, rising to Board Account Director at CIA. He was then ‘somewhat serendipitously’ approached by AAR (which, at that time, mainly focused on the creative agency space) to set up a Media practice. After a couple of years it dawned on him that he had not only found a job that he enjoyed, but that he discovered he was rather good at it.

26 years later and having touched every part of the business over that time, Paul now supports the team of consultants who lead the company’s agency selection services, all of whom he says are much better than he was. He also has a keen interest in the commercial relationship between brand and their agencies, trying to ensure this is fair and equitable for both parties, and still consults on global pitches which is another area of support he finds particularly interesting.

Insights on industry challenges

Working at the intersection between brands and agencies, Paul Phillips has observed that while the details differ, the grander themes of what challenges marketers face are much the same - with issues being repeated across sectors, brands and individual marketer responsibilities. At the heart of this is the never-ending task of managing the complexity inherent to the modern marketing ecosystem, with squeezed budgets and the constant pressure to prove that investment made in marketing has a direct commercial impact on the business.

Another ongoing challenge Paul sees is that, in the agency selection process, a disproportionate amount of energy is poured into choosing the right agency partner, compared to that which seeks to set up the relationship for success - putting the brakes on hoped-for ambition and leading to inefficiencies. If the expectation that both the brand and agency team had during the pitch is to be realised and built upon, brands need to invest ‘time, attention and ultimately some money’ into the relationship, rather than leaving it to chance.

Support, honesty and working with people

Whether standing shoulder to shoulder with CMOs as they navigate their challenges or getting to know an agency to help them identify new paths for growth, one privilege of working at AAR is having the opportunity to help people. As Paul explained, ‘We are afforded great trust by the marketers and agencies with which we work, and it’s our responsibility to help in whatever way we can. Success is when it’s commercially positive for the company and personally positive for the individual.'

His career at AAR has also allowed Paul to work with many excellent marketers, saying of his ideal clients, ‘They're smart, articulate and intelligent. They can form an argument. They can give good feedback. They're respectful of us and they're respectful of agencies. And most importantly, they see the power of marketing.’ These are the values - curiosity, resilience and hard work - that he recommends for anyone entering the industry, as well as a proclamation to find joy in what they do.

Perhaps the most important part of Paul’s role, however, is shouldering the responsibility of living up to the trust placed in AAR by brands and agencies alike; providing his best advice and an impartial, informed perspective. This requires having honest and challenging conversations, which for those who know him, can testify has always been his style. As he says -‘I have no trouble doing that at all. I'm from Manchester.’

The moment that magic happens

One of Paul’s key pieces of advice to agencies is to ‘back yourself financially’ because he believes wholeheartedly in the value they bring. Having a seat at the table in agency selection processes has given Paul unique insight into the magic that’s felt when an agency presents an idea that sweeps the brand team off their feet, and he has seen times when that same idea has gone on to influence wider culture. Being there at that moment ‘makes the hairs on the back of your neck stand up’.

As for the magic of AAR, Paul knows that it rests with the people, pointing to their breadth of experience, dedication to giving expert actionable advice and always doing the right thing. Alongside this, the time spent by AAR consultants in the agency marketplace is unmatched, giving an insight and perspective that contributes to AAR setting the standards in the consultancy delivered. Paul also has a special shout-out to AAR CEO Victoria Fox , whose positive influence has been a ‘game changer’ for the business.

He is confident that, whatever the project, anyone who’s worked with AAR can go away with the sure knowledge that they are in a better place because of the counsel and support delivered in helping them achieve their business and personal goals.

If you’d like to speak to Paul about any of your challenges, contact him at pphillips@aargroup.co.uk .