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 different clients across different sectors—everything from fashion to homeland security. With few exceptions, though, we’re talking relatively high-value products and knowledgeable target audiences. So, B2B and more complex B2C.

Since 2011, I’m based out of Melbourne.