Having started his career in creative agencies over a decade ago, Paul returned to university to study for a MA and PhD in Media & Communications. He then worked as a media consultant on marketing transformation projects for brands such as LVMH, Puma, NatWest, Heineken & Mars. In 2022, he joined WARC - the home of marketing effectiveness - to lead research-based activities and report on the major trends impacting the marketing industry. During his time at WARC, he has spoken on various panels and presented for brands including Google, Burger King and Meta.