Head of Modelling and Advertising Effectiveness, UK & Western Europe, Mindshare
Paul heads up the Marketing Science & Data Science teams at Mindshare UK, with a key responsibility of truly integrating analytics throughout the entire media planning process. He has 20 years of agency experience, beginning his career as a Media Planner, before focusing on Marketing Analytics.
Early in his career, he played a pivotal role in the successful growth of BrandScience, then Omnicom Media Group’s marketing analytics consultancy, before joining PwC to lead the UK firm’s marketing effectiveness proposition. He has been with GroupM for the past 8 years.
Throughout his career, he has advised senior stakeholders across many brands (of different shapes and sizes) across multiple regions, on a variety of marketing challenges. He has supported corporate acquisitions – via input into integrated financial and commercial reports providing due diligence – to optimising weekly advertising channel laydowns. He has co-authored two award winning papers for Virgin Atlantic and Three. He also has regulatory experience, having led analysis of the UK TV advertising market for Ofcom.