Strategic thinking,big ideas.

Paul is a creative strategist who helps brands and agencies find the idea worth building on. Available freelance or fractional.

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WhyPaul?

  1. 1

    Thinks from first principles,

    Philosophy, Politics and Economics trained him to question the brief, read the market and understand what moves people.

  2. 2

    proven at big agencies,

    Over a decade at internationally recognised agencies, on brands like VW, BMW, Carling Black Label and Fox.

  3. 3

    tells stories like a screenwriter,

    More than four feature films written, so every idea has a story people want to follow.

  4. 4

    and never settles for generic.

    Every idea is built on an insight, so it belongs to the brand and nobody else.

Five campaigns, from the brief to the insight to the idea.

  1. 1Class of Its OwnCarling Black LabelTurning a beer brand into a second chance at school.
  2. 2All About the DramaFox TelenovelaProving the language barrier doesn’t matter. Award-winning.
  3. 3Channel SwimInvestecBringing “out of the ordinary” to life through history.
  4. 4Waterproof MascaraBieber concert stuntSpotting the moment a product becomes essential.
  5. 5Player VowCarling Black LabelUsing the influence of sporting heroes to take a stand.

A career built on ideasin numbers

10+

Years at internationally recognised agencies

10+

Major brands, from VW and BMW to Nat Geo and Fox

4+

Feature films written, with placings in top competitions

1

One Show Silver Pencil, for Fox Telenovela’s All About the Drama

Morework

Carling Black Label

Your Game. Your Way.

We were tasked with a fresh way of showing fans that with the Carling Black Label Cup, you can use your phone to be the coach. Our execution took soccer fans into the world of soccer like they’ve never seen it before.

Bidvest Car Rental

Every Minute Counts

We focused on the kind of person who’s drawn to efficiency to make a playful spot that showed Bidvest Car Rental really understands its customers.

Ogilvy

Gumtree

Gumtree is a marketplace for people who want “the life” but appreciate a budget. By cheekily hinting that the President (first name Cyril) uses Gumtree, we told customers that a budget doesn’t mean you can’t live well.

Nando’s

Chicken Wrap

A pitch video for Nando’s. The idea of a chicken wrap as a chicken rap speaks to the brand’s irreverent tone and humour.

Tiger Beer

Bold. Bolder. Tiger!

Young African creatives are breaking boundaries in music, fashion, art and cuisine. As these young Tigers inspire new ways, we saluted them in an ode to those who live uncaged.

Mutzig Beer

Mutzig Beer TVC

Africa is an entrepreneurial hotbed, and countries like Nigeria are full of people starting their own businesses. Never Stop Starting speaks to a beer that backs this confident, exciting mindset.

Gumtree

Musical Adverts

Audio ads for a music streaming platform. Instead of ads that interrupt the music, we wrote ads that fit right in with it.

Endangered Wildlife Fund: Keep Diversity Alive

Endangered Wildlife Fund

Keep Diversity Alive

A different take on environmental diversity: we showed how many weird, wonderful, fringe people there are to prove that diversity matters in and of itself.

Facebook post: Banged Up Abroad

Facebook post

Banged Up Abroad

We put the very scary idea of being locked up overseas into the context of social media, bringing home the cautionary tales of the show Banged Up Abroad.

BMW X5: Enough Said.

BMW X5

Enough Said.

When the product speaks for itself, sometimes a great line gets in the way.

BMW X5: Classic Print Concept

BMW X5

Classic Print Concept

A classic print concept for the BMW X5.

Ways to workwith Paul

Start a project

01

Brand &creative strategy

Finding what makes a brand matter to the people it’s for, and the sharpest way to say it.

02

Campaignconcepts

Ideas that earn attention rather than buy it, across film, print, social, audio and stunts.

03

Fractionalcreative lead

Senior thinking embedded in your team or agency for a project, a pitch or a season.

04

Workshops

Focused sessions to sharpen positioning, crack a brief or find a brand’s voice.

Paul Fulton

AboutPaul

Paul studied Philosophy, Politics and Economics, and it still shapes how he works. Philosophy taught him to think from first principles, economics to understand what drives people commercially, and politics how persuasion and culture move them.

Over a decade at internationally recognised agencies, he’s turned that thinking into work for VW, Carling Black Label, BMW, Nat Geo, Fox, Vodacom, Audi and more.

He’s also a screenwriter, with more than four feature films written and placings in multiple top industry competitions. So he knows a brand is only as strong as the story it tells.

Got a brand thatneeds a bigger idea?

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paulkentfulton@gmail.com