Paul Feldwick

Jul 15, 2024 | mediacatmagazine.co.uk | Paul Feldwick |Andrea Buzzi |Ben Kay |Sam Fowler

I’m surprised to realise that it’s ten years since I finished writing my book, The Anatomy of Humbug ( it was published in January 2015). That seems a long time in advertising, and more broadly in a fast-changing world. So it may be a good time to reflect on the genesis of the book, and how well it still reads today.

Mar 21, 2024 | mediacatmagazine.co.uk | Dan Dawson |Molly Taylor-Prevett |Paul Feldwick

Swedish oat milk brand Oatly has appointed integrated global digital marketing business Jellyfish as its global media partner. Jellyfish will work with Oatly across 40 markets across the globe, taking over from Omnicom’s PHD. Oatly’s Global Media Director, Sarah Sutton, says the partnership will inject more ‘speed, agility and creative innovation’ into its media planning and execution. ‘We are thrilled to have Jellyfish working alongside us to support and guide us on this journey,’ she added.

Oct 18, 2023 | mediacatmagazine.co.uk | Mike Piggott |Mohammad El Tayech |Paul Feldwick |Amy Kean

It’s something I’ve been thinking about recently. I was out in Shoreditch the other weekend, a hipster part of east London (or a part that’s sold out, depending on your point of view) and I noticed on Redchurch street (a cool road or a sold out one, same reason) a large advert was going up on the side of a building for Birkenstock, with the tagline ‘Be original’.

Sep 5, 2023 | mediacatmagazine.co.uk | Paul Feldwick |James Collins

Healthcare brand Yakult is aiming to get Europe singing about the power of friendly gut bacteria, with an ad campaign featuring a remix of the relatively early internet meme, Numa Numa. My Yakult, the brand’s first TV ad campaign since 2021, is designed to capture the attention of the target audience of 25-50 year olds, by embracing the meme song, with reworked lyrics to include the line ‘my Yakult, my Yakult, my Yakult, friendly bacteria’.