In the second of two interviews, Paul Arnold talks to Jess Majekodunmi about the evolution of strategic planning.

Paul Arnold spent 14 years at Saatchi’s running European accounts as well as launching the Saatchi MBA. In 1998, Paul moved to Grey Advertising to head up Glaxosmithkline’s global toothpaste advertising, developing work in over 70 markets worldwide. In 2005, he switched roles, becoming Global Strategic Planner on GSK brands. Paul has since won Gold, Silver and Bronze Euro Effies (and wrote the strategy for a fourth). He has an MBA, MSc in Organisational Change and Master Practitioner in Neuro Linguistic Programming. Paul left Grey in 2009 to set up his own training consultancy and is a visiting lecturer at Westminster University.

A joint initiative from DDFH&B and IAPI, ‘Heads Up’ is a series of short interviews with radical thinkers and industry experts from the world of advertising.


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