Paola Nicolaides
- Senior Director
- United Kingdom
- Member since 2020
I have 22 years experience delivering integrated consumer brand experiences for some of the biggest multi nationals in the world. My experience spans both local and global campaigns across sectors including Retail, FMCG, Beauty & Lifestyle, Financial Services and Energy for some of the worlds most admired companies such as Unilever, Asda, Barclays/ Barclaycard, Centrica, Pernod Ricard, Arla Foods and Lavazza.
I began my career in Fashion PR leading the media relations for iconic fashion brands such as Burberry and Margaret Howell. I launched Fashion Fringe – a fringe event to London Fashion week – in collaboration with IMG and fashion historian Colin McDowell, discovering untapped fashion talent such as Erdem.
Currently at BCW London, I lead the Unilever business, as part of an integrated ‘One WPP’ team leading on PR & Influencer Marketing. I am also the UK Country Lead for Dove across all channels. Campaigns have included a Swap Shop for Comfort highlighting the need to extend the longevity of clothes as part of a purpose led campaign on clothes waste and Dove’s #armsup campaign inviting women not to sweat the small stuff when it comes to underarm inhibitions as part of an influencer and PR led campaign.
Whilst at Havas, I launched a new vodka brand to a digitally savvy millennial audience for Pernod Ricard, brokering a large scale partnership with SBTV and Youtubers Colin Furze and Emily Hartridge. For Chivas Regal, I led a social purpose campaign called Win The Right Way, leveraging a talent partnership with Chewitel Ejiofor and social entrepreneur Rajeeb Dey. Whilst for Arla Foods, I launched a new product to market with Lactofree creating a new lactose free category within the dairy aisle.
Media savvy with a key eye for news generation, I'm passionate about crafting a media story for impact. At freuds, I led the Consumer PR for Walmart owned retailer Asda. This included a fast-paced press office, generating +200 press cuttings a week, as well as developing integrated strategic and purpose-led campaigns including the war on food waste with Wonky Veg and Autism Hour.
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