Paul Walden Strategic Copywriter

As I was studying copywriting at Berghs School of Communications, guest lecturer and ad guru Steve Trygg saw my work and asked me to quit school and join his agency, Sandberg | Trygg, Sweden’s then largest B2B outfit. But I wanted to finish what I’d started, so I took up a part-time role until I graduated and started working full time at the agency.

This was back in 2002.

At Sandberg | Trygg, I worked on accounts such as Telia, the former national telephony incumbent, stock-trading platform NeoNet and ON2000 creative seminars. In 2003, advertising agency Adpower sponsored my Australian residency, and I relocated to Cairns, Queensland. There, I worked on accounts like The Stockland Group, Tourism FNQ and Pacific Toyota.

I went freelance in 2006 and have since consulted for a wide range of clients across different sectors—everything from medical to homeland security. With few exceptions, though, we’re talking relatively knowledgeable target audiences—so, B2B, government and NGOs rather than B2C.

Since 2011, I’m based out of Melbourne.