Paul is one of our brand scientists constantly engaging in systematic activity (minus the white coat and nametag) to acquire knowledge on anything brand related. Paul leads Volcano as Managing Director and helps influence the business direction of our clients.
STRATEGIC PLANNING DIRECTOR
Creativity, mental productivity and the power of strategic insight know no national boundaries – this has always been a universal truth. In today’s market, strategic thinking remains the key to success by dissecting the market, weighing up strengths and weaknesses and, implementing effective stratagems.
CONSUMER & BRAND INSIGHTS DIRECTOR
The digital revolution and explosion of social media has forever changed the way sussed consumers undertake their purchase decisions. Marketers can no longer use last year’s insights as a yardstick to gauge the triggers and drivers of brand loyalty.
PUBLIC RELATIONS DIRECTOR
PR is dead – or so it should be. Not only to cast away those nagging preconceptions about the industry and the people who work in it, but to also close a chapter on historic non-delivery, over-promising and nauseating catchphrases that do nothing else but cast another shadow over an industry which is somehow content with its smoke-and-mirrors reputation. I believe all things PR should be done differently. A little more transparent, a little more frank. Being assertive is key, which goes hand-in-hand in truly believing in our craft and our role as an integral part of the marketing mix.
I don’t like most advertising… I don’t think the general public does either. In fact, I think we’re at a place in time where the average person on the street is so relentlessly bombarded by so much information from so many different sources that he/she actively tries avoiding the stuff. I know I have, and it’s my job for crying out loud. What I (and I believe, most of the world) like, however, is a great idea – whatever shape or form it may take. Don’t try and sell me yet more stuff, rather try and entertain me. Make me laugh, make me cry, make me angry or sad, make me think, but make me something.
As far as I’m aware, nothing has ever been sold to a robot. I imagine it to be quite difficult anyway – they’re remarkably detached and frigid. They’re pre-programmed to perform a bunch of functions. Feeling an emotion isn’t one of those functions. They don’t long for things, they don’t dream, they don’t hope for a better life.