Paul Gayfer, Goodstuff

Paul Gayfer, Goodstuff’s Strategy Partner is, unusually for a planning lead, a quiet and fairly introverted sort. He keeps a low profile, focusing more on the agency’s output and his clients’ business than his own industry. As a result, he’s one of the most powerful secret weapons in Goodstuff’s arsenal.

So why reveal the secret to our success? Well, within the strange and testing environment of 2020, Paul’s contribution has culminated in such a wide and impactful range of achievements that it’s high time for him to be recognized as what we’ve long known him to be: the finest media planner in the land.

His reaction to the challenges of the year has been impressive in of itself, from designing and launching an agency planning process, spearheading agency initiatives and leading the strategy on work that’s won the ‘double’ Grand Prix at Campaign Media AND Media Week awards for the second year running – an industry first. But it’s more impressive when viewed as the culmination of his 15 years of influence on the work that Goodstuff produces and on the agency brand it is today.

In a strange way it may have been Paul and Goodstuff’s best year yet. There’s an ancient Japanese proverb that says “Adversity makes you a jewel”. Maybe 2020 has been the making of Paul Gayfer. From Goodstuff’s best kept secret to the jewel in our crown.

We think he should be Campaign’s Media Planner of the Year too.