Paul Arnold (Ex Global Planning Director Grey/Team GSK) has won six EuroEffies (and is now a judge on the EuroEffies panel).  He will share with you the secrets to constructing a persuasive effectiveness paper.

The workshop will cover:

• What judges look for/look out for
• Different ways to cut/present your data that convinces
• Developing a logic flow and a story that holds people in
• Calculating and demonstrating a compelling ROMI
• The politics and process and getting a paper approved
• Topline advice on the specific papers you are writing

Paul spent 25 years in advertising agencies (Saatchi & Saatchi and Grey) defining the strategic direction for companies such as Procter & Gamble, Reckitt Benkiser, Gillette, and Glaxo SmithKline. 

Paul is a Psychologist with Business training (having a post grad in Marketing, an MBA, An MSc in Behaviour Change as well as being a Master Practitioner in NLP. He is one of the lead editors for the IPA and trains extensively in the area of Behavioural Economics and Neuroscience.

Paul now spends his time as a freelance strategic planner, facilitating strategic meetings, as well as running training programmes..

Paul has recently worked with EY, Barclays, Invesco, RBS, Sainsbury’s, LEGO, SSE, SABMiller, BT, AvisBudget, NSPCC, GSK, TFL, ECCO, BASF – as well as a wide range of Advertising agencies (such as McCanns, DLKWLOWE, Grey, Leo Burnett, Ogilvy, Publicis, WCRS, Saatchi, LBi, Fallon,  and Havas).

Paul is married with four children and two dogs. He is still mad enough to be an active rower!