Arrivals & Departures: FCB taps Paul Shale

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AUCKLAND, Thursday: FCB New Zealand has today confirmed the appointment of Paul Shale as ceo – following the sudden exit last July of Don Martin, and Brian van den Hurk, who left in December 2016.

Shale joins FCB from Auckland-based Roadtrippers Australasia, the GPS-tourism martech division of US corporate TH2, where he was ceo. Prior to this, he was a founder/ceo (in 2003) of Auckland marketing services agency Consortium.

FCB Global vice-chairman Bryan Crawford, who’s also based in Auckland, said the agency’s future would be in “excellent hands” under Shale’s leadership.

“Paul is a high achieving business entrepreneur and his experience in senior NZ management roles in several advertising multinationals including Publicis and BBDO – including founding his own agency – are outstanding credentials to lead FCB New Zealand,” Crawford said.

“He is creatively driven and has a really good understanding of the NZ psyche. I’m excited at what Paul will bring to the table, to build on the agency’s continued success.”

Shale founded Consortium in 2003, an agency based on an agile freelance model that employed skills and expertise by project, as well as having full-time staff serving the more traditional advertising clients.


“Consortium was based on an agile freelance model, as well as having fulltime staff serving the more traditional ad clients.”

Consortium achieved local and international rep for its innovative creative work for 42 Below, and delivered strong work for Spark, Yahoo!Xtra, Lightbox, BigPipe, iHug, Charlie’s, Sony, Methven; and (through its New York office) for Behance, Sara Lee and Ito En.

Shale said: “It’s a thrill and privilege to join FCB, and their extraordinarily talented people in Auckland and Wellington.

“Given perceptions of the ad industry, you’d expect some arrogance to have crept into the FCB culture, but it’s refreshingly absent.

“I’m proud to be joining an agency that genuinely cares for their people and clients, practices authentic integration across disciplines, and is driven by a mandate for diversity and ethical business.”

Shale will start with the agency in early February.

Paul Shale bio
Over 25 years’ experience across advertising, data, market development, finance and commercial law positions Shale to lead FCB NZ’s integrated offering. Most recently as ceo of Roadtrippers Australasia he developed digital technologies for tourism – websites, apps, telematics, and geo-analytics data dashboards. He has worked in Auckland, Wellington and Sydney at Saatchi & Saatchi, Publicis, Colenso BBDO, DDB, Auckland Airport, Deloitte, and Russell McVeagh.

About FCB
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “never-finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies.


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