Melbourne-based automated advertising agency Cuttable has appointed Paul Arena head of strategy.
Arena joins from Ogilvy, where he led strategy and planning. Before that, he held key roles at TBWA and BWM Isobar, driving strategy for brands including Cadbury, AAMI, the Matildas, Toyota, Kmart and ANZ.
Cuttable co-CEO and co-founder Jack White said Arena's brings more 18 years of experience to the AI agency.
“Paul’s strategic brilliance is the cornerstone of great advertising, and now we’re bottling that expertise to supercharge our AI,” he said.
“By embedding his insights into the Cuttable platform, we’re not just replicating the thinking of a world-class strategist; we’re empowering every marketing team, big or small, to benefit from it.
“Paul’s influence will ensure our AI delivers sharper recommendations, more impactful creative, and a level of strategic precision that’s unmatched in the market.”
Arena shared his excitement about the potential of Cuttable.
“Giving more brands access to the advantage creative advertising brings is a pretty cool mission,” he said.
“The ability to instantly generate advertising brings some game-changing benefits and interesting challenges. I can’t wait to explore both.”
Cuttable co-CEO and co-founder Sam Kroonenburg said he is “beyond excited” to welcome Arena to the team.
“Paul’s industry reputation speaks for itself. His ability to combine strategic insights with creative excellence perfectly aligns with our vision of making top-tier advertising accessible to everyone through advances in AI and automation,” he said.
“We’re confident his leadership will elevate both the Cuttable platform and our customer experience.”
Cuttable was co-founded by Sunday Gravy founder Jack White, former Swisse marketer Ed Ring and tech entrepreneur Sam Kroonenburg.
In 2024, the Cuttable team secured $5.5M in investment, led by venture capital firm Square Peg.
Arena’s appointment is effective immediately.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.