Paul Hewitt is a social-first executive creative director + writer

Currently

Freelance

Recent press

Selected clients: Google, YouTube, Pinterest, Deliveroo, HBO, Netflix, Adobe, Greggs, Disney+, Mars, Extra, Universal Music, John Lewis, Time Out, Microsoft.

Judging: Creative Review Awards 2026, Creative Circle Awards 2026, Campaign Global Agency of the Year 2024, Creative Circle Awards 2024, Creative Review Annual 2024, D&AD Awards 2023, DMA Awards 2022, Inside Out Awards 2020.

Advisory: ECD, D&AD Shift 2026/2025/2024; Advisor, Creative Equals; Trustee, Mayflower Theatre and Studios.

CV: Exec Creative Director, That Lot (2024-2026); Global Exec Creative Director, Deliveroo (2022-2024); Creative Director, Google (2017-2022); Freelance (2016-2018); Head of Content, Karmarama (2015-2016).

“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.

About

Selected work

Google
Brand social

Google modus operandi is campaigns, campaigns, campaigns. More fireworks than bonfire. So the question came about, how can we keep the brand visible all year round and become a more beloved UK brand? Social. Through memes, creators and episodic content, we transformed Google’s social estate from content depository to active cultural participant across Twitter, YouTube and Instagram. We grew reach by 1.15M+ YoY and +226% in engagement YoY.

Adobe
Brand social

We grew @AdobeUK on Instagram and TikTok and built out a creative community of Adobe fans, educating and inspiring them with stories, memes, tips and tricks. Collaborating with UK talent and creators, we’ve captured people’s hearts and minds to champion the best of UK creativity for audiences old and new – all powered by Adobe. We’ve grown impressions by +400% YOY, engagements by +180% YOY, and followers across Instagram and TikTok by +34%.

Extra
Brand social

We launched Extra on TikTok. With the aim of meeting Gen A where they are at, we took this icon of the gum market and used trends to send this brand viral. By tapping into existing conversations around the product, we brought humour and silliness to content and showed up like Extra’s never shown up before.

Greggs
Brand social

Our work for Greggs is all about amplifying Greggs’ iconic (sausage) roll in British culture. It’s an undeniable favourite among us Brits. We cultivate that fandom by bringing joy to people’s feeds. Our always on strategy has seen our memes featured in newspapers and on meme accounts, community management that’s as hot as Steak Bakes and reactive social that leads culture, not follows it. And it works with +24M impressions YOY and #1 Buzz on YouGov’s Brand index.

John Lewis
Brand social

The absolute magic of John Lewis is their relationship between their partners and their customers. For social, we translated this 100 year relationship with the British public and those moments of care, wisdom and humour into the world of social. This work included work on the infamous John Lewis christmas ad and the relaunch of their tagline “Never Knowingly Undersold”. This work was shortlisted in The Drum’s 2024 Social Media Awards.

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. #3 Branded Content Podcast in the UK. Shortlisted for Campaign Audio Awards 2025.

Pinterest x Greggs
Social and PR campaign

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

Ally-Complete / Google
Social campaign

The more we learn, the closer we get. Sometimes, it’s easier to ask questions and learn using Google. 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? Here we made a new take on Wired’s famous Auto-Complete interviews. The campaign resulted in 5.5M views with a mighty 3.07 avg watch time - with a +14pp lift in positive brand perception.

This is my YouTube / YouTube
Social campaign

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. Guests included Andrew Scott, Katherine Ryan, Stanley Tucci, Clara Amfo and Jessie Ware.

Saved by the Search / Google
Branded content

The big question here was how do we bring humour to Google? So, we came up with an episodic game show for YouTube. The format where we challenged celebrities to do ridiculously difficult things. The twist? They only have 3 Google Searches. Let the chaos commence. Guests included Munya Chawawa, Suzi Ruffell, Chunkz and Yung Fily.

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 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.

Black Pound Day / Google
Social and PR campaign

Covid-19 has exposed gross economic equality. You can't have racial equality until there's economic equality. 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? A formal partnership with Black Pound Day, kicking off with a TimeOut takeover celebrating London's Black owned businesses.

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.

Plus relaunch / Deliveroo
Brand identity and 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.

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