Measuring effectiveness


Industry expert Paul Arnold helps you have a better understanding of what effectiveness means, what we as an industry should be aiming towards and how it can be measured.

This edTalk is in the first place aimed at young professionals as part of the European Advertising Certificate, but offers interesting insights for aspiring students in the commercial communications industry

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Who is Paul Arnold?

Paul Arnold HD

Following a brief spell walking around with a sandwich board (“I’m Paul and I want a job in advertising”), Paul spent 14 years at Saatchi’s running a number of European accounts such as Reckitts and Hewlett Packard, as well as heading up training. He launched the Saatchi MBA and developed and sold courses to the European network.

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 six Euro Effies over the years. Paul has always been a passionate learner. He has an MBA, MSc in Organisational Change and Master Practitioner in Neuro Linguistic Programming (modelling of successful behaviour patterns). He has also invested in many extensive personal development courses that have taken him around the world. Paul left Grey in 2009 to set up his own training consultancy. He is a visiting lecturer at Westminster University