TAO Advertising appoints Paul Davies as general manager

TAO Advertising has appointed Paul Davies as its general manager. Together with founder Andy Greenaway, Davies will productise and operationalise TAO from finance to sales and to product development. This includes how TAO incorporates the current AI tech it is using and new areas such as AI production, he told MARKETING-INTERACTIVE. 

"I would describe my role as building the bike you are riding along on," added Davies. 

Davies is an accomplished marketing leader having driven business growth for B2B and B2C organisations across APAC, Europe and MEA, according to his LinkedIn. He is also an advisor at the Loyalty Marketing Advisors, a strategic network of independent loyalty marketing consultants. 

Don't miss: Andy Greenaway opens new media and creative agency, The TAO of Advertising

Prior to joining TAO, Davies was the managing director at The Frank Partnership, a business consulting and services firm and the senior vice president, APAC and MEA of Epsilon. He's also held positions in various agencies including senior vice president, OgilvyOne Worldwide and president, APAC, at RMG Connect. Throughout his extensive career, Davies has had 20 years of experience at WPP, holding various leadership roles. 

TAO is a start-up challenging the way businesses approach brand response advertising, typically viewed as "performance marketing". Its clients include automative, finance, lifestyle and telecommunications brands such as Kia, Mercedes-Benz and Chocolate Finance.

"Our aim is simple: Deliver significantly better outcomes – higher response rates, more quality leads and improved sales for our clients," said Davies.

Greenaway opened TAO in July 2024, with the vision to bring media and creative services together and utilise AI to find real and live insights. In a conversation with MARKETING-INTERACTIVE at the time, Greenway said that "finding a clear position in the creative services business is extremely difficult", adding that it took him four years to find one and that there had to be a better way to execute performance ads.

At TAO, Greenway takes on the role of chief executive officer, chief commercial officer and head of copy in the new agency. He added that the agency is aiming to be a global business and can deliver its campaigns in over 80 countries.

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