While serving as partner, general manager and client services director at Mad Dogs & Englishmen (a world renound, award winning strategic and creative boutique) Paul developed a proprietory brand assessment process that was used for clients such as Sony BMG Entertainment, AOL's Moviefone, Yoo-Hoo Chocolate Drink, Crunch Fittness, MTV, Seagram's (Canadian Club Whiskey), and Kobrand Corporation (Louis Jadot, Tattinger, Alize, etc...) to name a few.

This methodology was designed to help brands discover their true essence and brand proposition in order for us to build a connect with their constituents on a more meaningful level and best position them in the competitive marketplace.

The methodology became a key differentiator for Mad Dogs as well as other agencies that Paul lead internationally. It lead to award winning campaigns which were far more informed and strategic than they would have been if not for Paul's methodology. This philosophy has become the cornerstone of the Slightly Mad strategic approach.

He then created and launched a syndicated and custom research division in partnership with the Scratch D.J. Academy called Scratch 16. Its first research product, the Scratch Monitor featured consumer trend insights from a national network of 400 cultural influencers. Within 6 months a charter group of fortune-500 subscribers including Pepsi were secured.

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