"I studied visual communication and advertising at UDK in Berlin. Like most graduates, I dreamed of landing a junior creative role at a top ad agency, but I struggled. I didn't have the right connections, and the competition was fierce. Then, by chance, I was offered a role at Deutsche Telekom. I was completely underqualified, but because I was bilingual and a native English speaker, they took a chance on me. It wasn't a creative job. It was marketing, and it completely changed my trajectory."
"PPC, SEO, online funnels, campaign analytics. I was fascinated by how it all worked to drive real results. I was hooked. I even studied for a second degree in online marketing while working full-time. That was when I knew this was what I wanted to do. I still loved the creative side, but what really excited me was performance. Seeing numbers move. Understanding how to scale something. That's what led me into agency life."
William Paterson studied visual communication and advertising at UDK Berlin and initially struggled to land a junior creative role. A bilingual advantage led to a marketing position at Deutsche Telekom where he learned PPC, SEO, online funnels and campaign analytics and pursued a second degree in online marketing while working. A fascination with performance and scaling campaigns pushed him into agency roles at M&C Saatchi and AKQA, managing social and high-profile brands. Since 2017 he has led global marketing at Huel and sits on Meta's advisory board. He prioritizes authenticity over polish and shifts focus toward long-term brand building.
Read at www.thedrum.com
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