PH
Paul Hewitt is a London based
ECD + writer.
Currently
Executive Creative Director at
That Lot.
Press
- “Why dick pics have ruined stories” / Creative Review
- “Brands need social that slaps” / LBB
- Deliveroo brand identity / The Drum
- My Creative Life / Creative Salon
Selected clients: Deliveroo, Google, YouTube, Pinterest, HBO, Netflix, Adobe, Greggs, Disney+, Creative Equals, Protein Agency, D&AD, Sky, Virgin, Yotel, Brainloop, Benefex, Waitrose, Universal, NATS, Yotel, Motability, Le Creuset, Microsoft, Motorola, Nationwide.
Judging: Creative Circle Awards 2025, Campaign Global Agency of the Year 2024, Creative Circle Awards 2024, Creative Review Annual 2024, D&AD Awards 2023, D&AD Shift 2023, DMA Awards 2022, Inside Out Awards 2020.
Advisory: ECD, D&AD Shift 2024/2025; Advisor, Creative Equals; Trustee, Mayflower Theatre and Studios.
CV: Exec Creative Director, That Lot (2024-present); Global Exec Creative Director, Deliveroo (2022-2024); Creative Director, Google (2017-2022); Freelance (2016-2018); Head of Content, Karmarama (2015-2016); Head of Innovation, CDD (2014-2015).
“Paul has delivered some of our most impactful work and pushes the boundaries of creativity to deliver thought-provoking effective campaigns. Paul's superpower is undoubtedly his creative thinking. He has phenomenal creative judgement and a unique talent in crafting stories.”
-- Nishma Robb, Brand Chief, Google.
Greggs
Brand social
There’s really no brand more loved by Briton’s than Greggs. Our challenge was to set the internet alight with this British icon. We developed a new
platform for the brand, endless screamers and content as hot as Steak Bake fresh from the oven. Our memes and antics have been featured in major press outlets, cultivating fandom and bringing bags of joy to people’s feeds. And it’s working. +24M impressions YOY and #1 Buzz on YouGov’s Brand index.
Pinterest x Greggs
PR
To celebrate Pinterest Predicts 2025, we created Fashion Goals and Sausage Rolls. The special calendar was photographed by Megan Jepson - Portrait of Britain Award Winner - and features members of the Greggs Society at Newcastle University. It follows them on a beloved Greggs crawl of the city, adorned in the Pinterest trends of tomorrow. Each month brings to life a different trend, which is set to be a hit in 2025. Read more in Creative Salon and LBB
Acast x Euromillions
Branded content
What would you do if you won a EuroMillions jackpot? Hosted by comedian Sarel, Rich Beyond My Wildest Dreams is the new series where, each week, a famous guest waltzes into the studio, only to be told the bombshell news, that in this world, they’ve just won an absolute fortune on the EuroMillions. Concepted, produced and socials by the That Lot mega gang.
#3 Branded Content Podcast in the UK. Shortlisted for Campaign Audio Awards 2025.
Hi street / Nationwide
Integrated campaign
While Nationwide’s competitors continue to close their branches, we know their members value face-to-face banking. Nationwide are the last banking branch in town on 100 high streets across the UK, and we have the UK's biggest branch network, with more branches than any other banking brand. To celebrate Nationwide’s renewal of their brand promise, we took the opportunity to troll competitors across social and OOH and, boy, did they get mad.Global brand identity / Deliveroo
Brand Identity
After 10 years of Deliveroo and expotenital growth all over the world, the Deliveroo brand world had become fragmented. This was our chance to redefine Deliveroo for now in response to our new brand positioning to connect people, businesses and communities through a shared love of food. 8 months and 42 stakeholders later, we created something we could all be proud of. Read more about the process in The Drum and Creative Review.HOP rebrand / Deliveroo
Brand identity and integrated campaign
Since its launch in 2021, Deliveroo HOP has experienced strong growth and is now delivering to approximately to 20,000 customers a day in Central London, Paris and Milan. Led by Deliveroo Creative, we collaborated with Otherway to launch a new visual identity - and evolve their brand positioning, branding and customer experience design across every consumer touchpoint and channel.
UKI Exclusives / Deliveroo
Integrated campaign
Insight. Customers think our exclusive partners are on other platforms.
Challenge. How can we show off the love our customers have for their (and our) favourite restaurants?
Idea. Hand the mic to our most excited customers through the reviews they write on the platform everyday - in all their messy, hilarious glory.
Plus relaunch / Deliveroo
Brand platform, identity and integrated campaign
After our masterbrand relaunch, my inhouse team were tasked with created a complimentary identity for Deliveroo’s loyalty programme, Deliveroo Plus. This included collaborating with Pablo London on a major new brand platform for Deliveroo called “Now just got even better”, which was translated into a integrated campaign. My role as inhouse ECD was to help bring this to life across multiple stakeholders, acting as the brand’s inhouse brand guardian (angel). Read more in Creative Salon.Dear Local / Google
Integrated campaign
Insight. With the pandemic raging through the UK, the public looked for ways to help with a huge surge in searches for 'local business'. Small businesses have been hardest hit by the COVID crisis.
Challenge. How can Google help consumers to support their local small businesses?
Idea. #DearLocal: Love letters to local businesses - a major ad and social campaign.
Ally-Complete / Google
Social and branded content
Insight. The more we learn, the closer we get. Sometimes, it’s easier to ask questions and learn using Google.
Challenge. How can we take the core message from our ATL campaign and make it work on social? And how can we bring a lighter, more personal view on allyship and understanding?
Idea. A new take on Wired’s famous Auto-Complete interviews.
Results. 5.5M views, 3.07 avg watch time. 14pp lift in positive brand perception.Saved by the Search / Google
Social and branded content
Challenge. How do we bring humour to Google?
Idea. A game show where we challenge celebrities to do ridiculously difficult things. The twist? They only have 3 Google Searches. Let the chaos commence.This is my YouTube / YouTube
Social and branded content
B2B
Insight. Advertisers don’t take YouTube seriously and think YouTube is just cat videos and teen vloggers
Challenge. How can we convince advertisers that YouTube is the place where UK audiences go to watch the content they love?
Idea. Desert Island Discs, but with YouTube videos
Exec Summit / Google
Experiential
Insight. CMOs are nervous about Google's size and intentions.
Challenge. How can we make CMOs fall in love with Google and strengthen our relationships with brands and agencies?
Idea. A closed door leadership forum of CMOs and CEOs helping them navigate the world around them, push for industry change and have open debates and discussions.
Black Pound Day / Google
Brand partnership
Insight. Covid-19 has exposed gross economic equality. You can't have racial equality until there's economic equality.
Challenge. How can Google help to drive awareness of the movement to support black British businesses + help black British businesses by providing tools, training, mentoring and financial support?
Idea. A formal partnership with Black Pound Day, kicking off with a TimeOut takeover celebrating London's Black owned businesses. @GoogleUK / Google
Brand social
Insight. Google modus operandi is campaigns, campaigns, campaigns. More fireworks than bonfire.
Challenge. How can we keep the brand visible all year round and become a more beloved UK brand?
Idea. To re-look at our social media estate across Twitter, YouTube and Instagram.
Results. 1.15M+ reach YoY and +226% in engagement YoY© 2023 pjwhewitt@gmail.comEmail LinkedIn