Paddy Cavanagh, Propaganda

Paddy Cavanagh, Propaganda

Rising Star

MCA Awards 2024 FinalistPaddy Cavanagh is a senior planner at Leeds-based brand consultancy, Propaganda. Since starting on the graduate scheme at M&C Saatchi back in 2018, Paddy has worked across an eclectic mix of B2B and B2C clients, from international destination brands to the UK’s leading service providers.

In his first year at Propaganda, Paddy has made his mark tackling a number of challenging briefs:

o From rebranding the UK’s largest B2B vehicle rental company to bringing together three trailblazing sustainability businesses to create the UK’s first fully closed loop renewable energy ecosystem.
o From repositioning the UK’s first online-only children’s speech therapy business to reinvigorating a household-name British ice-cream brand.

Paddy has established himself as an integral part of the planning team, leading the delivery of Propaganda’s proprietary DiscoveryTM programme: a 12-week, c-suite-centric consultancy model that leverages brand to catalyse the commercial ambitions of dynamic UK businesses.

As a senior consultant, he is tasked with authoring the brand strategy, a framework to shape how a business must look, communicate, and behave moving forwards. Paddy argues that his key strength lies in his ability to mine the data before him. He is someone who commits to an evangelical belief in the power of nuance, probing the motivations, external influences and contradictions to uncover an insightful reading of the market problem and customer need.

Paddy’s signature conscientious, warmth and originality has injected fresh energy into an established planning department, unlocking new business wins and earning the respect of his peers.

View the Propaganda profile in the MCA Members Directory.