30 from 30. The people who have helped shape the industry and Campaign Brief: Paul Yole

For Campaign Brief WA’s 30th anniversary, over the thirty days of June we’re looking back on 30 people who helped shape the industry and us.

Paul Yole was lured to Perth in 1986 by Iain Rowe, his colleague Scotland’s Hall Advertising. Since then, he has been an influential figure in 5 of Perth’s most significant agencies: Jenkin Morgan Aitken, Bowtell Clarke & Yole, Marketforce, Gatecrasher and now The Brand Agency.

Two aspects stand out about Yole’s enduring career.

Firstly, an abiding belief in and passion for good creative work. He’s always fought for it in all of the agencies he’s worked for. And many times, much more passionately than the creative director. The Brand Agency’s recent ‘Break the barrier’ campaign for St John Ambulance is just the latest in a long, long line of great work that has seen the light of day in large part due to Yole’s involvement.

Secondly, a commitment to the training and development of young people in the industry. He gave Steve Harris his first job in advertising at BCY, and has mentored countless young people who have gone on to successful careers both locally and around the world.

In 2007 we called him the ‘Godfather of Planning’ in Perth. Yole was promoting the value of planning as far back as 1986, when no one in Perth and few people in Australia had even heard the term. While at Marketforce in 2001, he was responsible for bringing Ronnie Duncan to Perth, which had a huge impact on the perception of the discipline here. Now planning is a requisite service for every major agency.

His famous dedication and ability to inspire those around him has been rewarded with a seat on The Brand Agency’s board and all-encompassing role as Head of Agency Development.

Over our thirty year journey, Yole has been our most consistent, diligent and generous correspondent. He’s written dozens of thoughtful, insightful articles for Campaign Brief magazine, often displaying his characteristic self-deprecating humour to great effect.

He’s just written his annual Cannes Diary for us, the eighth year he’s done that. And we call on him regularly for our Planner’s Pick in Creative Circle – always keen to acknowledge good work.

While perhaps not as obvious as some others on our list, Paul Yole’s influence on the industry in WA has been immense. On top of all that, he’s a bloody good bloke who Campaign Brief is proud to call a friend.