We were lucky to catch up with Paul Carpenter recently and have shared our conversation below.
Paul, appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
Where do I begin? I mean, with over 27 years of marketing experience, I’ve been a part of marketing efforts that have spanned from pre-Internet days (Direct Mail), to the early days of digital, to the maturation of social media, video production, and even virtual reality. All the while, the industry seemed to get more and more transactional — especially at the larger, holding company agencies who profit from being more media-driven (bots) than they do by using their imagination.
So when you think about small businesses, we have a unique ability to break away from the rigid norms and exercise our freedom to to think differently… putting the focus on our client’s audiences over our own agendas. I like to lean into that flexibility, intentionally diverging from the industry’s over-reliance on data-driven strategies and bottom-of-the-funnel marketing. While numbers and metrics certainly have their place, the soul of a brand gets lost when you reduce your audience to mere transactions.
In the marketing world, especially in today’s performance-driven environment, there’s this ironic tension. Companies want to grow their customer base, but in doing so, they treat customers as transactions rather than human beings with stories, desires, and emotions. This approach might yield short-term gains, but it ultimately demurs the customer experience and erodes the potential for genuine brand loyalty.
I believe in the power of storytelling and the long-term impact it has on brand identity.
This approach is simple: treat the audience like people, not numbers. Together with our clients, we craft stories that resonate on a human level, stories that evoke emotion and connect deeply with the viewer. It’s about seeing the bigger picture beyond the immediate ROI—it’s about building a brand that stands for something, that customers can connect with over time.
And let’s not confuse “emotion” as something that doesn’t bring a positive ROI. That’s a false narrative that has to be called out. After all, everything we do as humans… every decision we make… is based on an emotion (or combination of mixed emotions). Every, single decision. So why would a brand leader leave the emotional equity one has with a company to a bot or a programmatic media buy?
Oh yeah… because that’s the way its been done the past 10+ years and there’s safety involved. “If I simply stay the course, I won’t get fired. But I sure would love to try something new. But it’s not worth getting fired. I don’t love this company enough to trust my gut. I like the security of a steady paycheck.”
Sound about right? It’s sad, I know.
This is why I’m committed to using my “performance marketing” background to better inform my clients of a more balanced approach to today’s complex and content-driven landscape.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Another great question. And another one that has me trying to figure out where to begin. In its simplest form, I got into Marketing via my imagination and then some good old-fashioned grit.
The longer story involves the Atlanta Advertising Softball League, a touch of complacency, and a whole lot of being stuck in a rut. To that, I feel my journey into marketing is one that’s both typical… and unique, marked by a mix of creativity, grit, and a lot of trial and error.
Like many who entered the field in the 90s, I was drawn to the idea of being part of a team that created unforgettable ads. The keyword for me was always *create*. I had this vivid imagination and a deep-seated desire to bring ideas to life, to craft stories that could move people and elevate brands.
But as with many career paths, the reality didn’t quite match up with the dream. The first half of my career was spent far from the creative side of things. Instead of creating ads, I was creating spreadsheets, managing formulaic plans that felt more like assembly line work than anything resembling creativity. I found myself mired in the world of performance marketing—iterating on the same ideas year after year, chasing numbers, and optimizing for short-term gains.
There was even a moment when I thought maybe a change of scenery would spark something new, so I made a detour into Broadcast TV sales. But that too felt like a dead end, a departure from what I truly wanted to do. I realized I wasn’t just looking for a change in environment; I needed to realign with my original passion. So, I returned to the agency world. But in doing so, I only entrenched myself into the agency’s mindset — “Brand doesn’t matter. Only conversions do.”
Sound familiar to some? It likely does, especially to those who’ve been seduced by the promise of what “data-driven” tactics can provide. Those dreams of being able to create, or to be a part of something bigger than a “click” were once again lost. Complacency & “security” definitely set in, as I became a husband and a father — one who sacrificed my career exploration & growth to be there for diaper changes, dinner time, drop-off/pick-up, bath time, story time, and all the things that come with being a modern parent. This not only took a toll on me, as a marketing leader/teammate, but it also took a toll on my marriage.
Shortly after my divorce, the agency I was with for more than 14 years (in total) decided to let me go. And honestly, it was one of the best things to ever happen to me. A divorce from a marriage + a “divorce” from the agency gave me a whole new perspective — one that actually allowed me to find myself again.
No longer in the shadows, I took to LinkedIn and participation within as many advertising, marketing, communications associations as I could. Finally… the ability to tell stories. Except, instead of telling stories for brands, I began telling stories about the industry, the people I admired in our industry, and even a few stories about myself. And you know what, storytelling worked. It’s allowed me to grow my network 10x over… and to do it with intentionality, not bots… to connect creative professionals (and ideas) to marketing & communications professionals… to leverage the power of storytelling and content to connect with (and relate to) a wide range of audiences.
Fast-forward 10 years later, this is what led me to where I am today, starting PLURAL — a creative collective focused on helping brands craft better stories and more engaging video content.
Together, we craft video content that doesn’t just sell but connects, resonates, and builds lasting relationships between brands and their audiences. We solve a fundamental problem for our clients: the need to stand out in a crowded, noisy marketplace. But we don’t do it by following the same old playbook. Instead, we dive deep into what makes a brand unique and bring that to life through compelling narratives.
What sets us apart is our commitment to breaking away from the industry standard. We don’t just chase data or optimize for the bottom of the funnel. We focus on the bigger picture—on creating stories that leave a lasting impact. This approach might seem counterintuitive in a world obsessed with instant ROI, but we’ve seen time and again how it leads to deeper, more meaningful connections with audiences.
One of the things I’m most proud of is our ability to stay true to this vision, even when the pressure to conform is strong. We’re building a reputation for being a partner that cares as much about the brand’s story as the brand itself does. We’ve helped our clients move beyond seeing their audiences as mere transactions and instead as people with stories of their own.
For anyone looking to get to know PLURAL, or even just me personally, the main thing I want you to know is that we’re here to create, to innovate, and to push boundaries. We’re not interested in doing what’s already been done. We’re here to tell stories that matter, that inspire, and that build brands people can believe in. That’s the heart of what we do, and it’s what drives us every day.
Beyond this, another big part of my own personal brand is being a bridge to connect the Atlanta marketing, creative, and production worlds. This is a big reason why I’m serving on the Board of Directors for AMA Atlanta (American Marketing Association).
I originally joined the Board in June of 2023. And I did so to pay homage to a colleague who passed in 2022. But she wasn’t simply a colleague. She was a work spouse/sister. We worked side-by-side for 12 years and shared so many of your typical life experiences — births, deaths, weddings, divorces, etc. So when I got news of her passing, it devastated me.
So when I got asked to join the AMA Atlanta Board, it all made sense. She happened to be President of the association back in 2017-2018… so this felt like a no-brainer. And I have to tell you, while it’s a ton of work… it’s been incredibly rewarding.
And this year, I’m stepping into a leadership role in the organization, as President-Elect, which puts me right where I want to be (and where I thrive) — being that bridge to connect the best and brightest in the Atlanta marketing community.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
Well, let’s keep this theme going — a theme of “Brand doesn’t matter.”
Honestly, I’m ashamed it’s taken me almost 20 years to bring this back up and to learn from it.
I think this goes back to roughly 2004-2005 timeframe, in which that phrase was uttered. And it came from the owner of that agency. And listen, I don’t necessarily blame him. I’m actually doing a lot of reading and trying to lean more into mindfulness and the teaching of the Stoics to keep me from playing the blame game or to have regret. (This will be followed up with the next section below.)
They were a “successful” agency and they taught what they believed in — a race to efficiency through digital media, which ultimately led to a race to the bottom of the funnel.
And here’s the thing, I learned a lot from my time there. It’s literally shaped me into a multi-faceted marketer that can tackle a wide array of business challenges with tailored and thoughtful marketing approaches. But I also learned that this isn’t what aligns with my own truths — that the best way to “sell” is to (a) believe in what you are selling, and (b) connect, at a deeper level, with people who need help to achieve their goals (or fix a problem).
So one of the big things I had to unlearn was that we truly have little control over outcomes. Outcomes, after all, are what we (as marketers) are all striving for. But because marketing has become so fragmented (and fractured), it’s nearly impossible to control the outcomes we spend billions of dollars “targeting” audiences to buy something. In fact, in a recent report from Juniper Research (2023), they found that of the $382 billion (with a B) spent on digital advertising, $84 billion of it went into the bucket of “Ad Fraud”. With click bait, click farms/bots, and tech companies inflating their traffic, how can anyone say, “We can control the customer journey/experience.” You can’t.
The one thing you, as a marketing leader for your organization, can control — your company’s narrative. This is where communications, core values, and staying true to those your serve (internally and externally) plays a much bigger role than it has the past 10-20 years. And this is where the power of storytelling comes in and helps to solidify your brand into the hearts & minds of your audience. (And the wallet follows our hearts & minds.)
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
I actually have quite a few books and authors I’d recommend to anyone who’s feeling like they are in a crossroads of their career (or life). And instead of writing this in a format that is grammatically correct, I’m going to list them outline them here & accompany them with a short reason why I’m recommending.
— The Miracle of Mindfulness, Thich Nhat Hanh: Truly a foundational book (and quick read) that tears everything down and had me start from “square one”. For anyone trying to “unlearn”, this is the perfect place to start on your path of intentionality.
— The Untethered Soul, Michael Singer: When talking about how to “unlearn” something, this book was vital in helping me learn about myself. This was a natural building block off mindfulness.
— The Obstacle is the Way, Ryan Holiday: Because our career journeys, especially as entrepreneurs, can take a more twisted path, those paths are often filled with more obstacles than most. The Stoic-based teachings in this book, coupled with the aforementioned books, begins to build a narrative that allows us to lean into failures — to use those as moments of learning to keep us moving towards our truths.
— The Four Agreements, Don Miguel Ruiz: Honestly, once you make it through the previous three (3) books, this one brings it all together. I go back to all 4 of these agreements each and every day. It also gives us permission to not be perfect.
Progress, over perfection. Keep going.
