Paul Allamby, CMO, Mirum
Mirum (formerly Twist Image) has hired its first CMO, Paul Allamby, to be the steward of its brand on the national stage.
“It was a role that we had considered for some time, but it’s a role that takes a certain individual,” said Mirum CEO Mark Goodman. “In connecting with Paul, given his background in the industry and his knowledge, we were finally able to combine a few responsibilities at a C-level.”
Goodman and Allamby have known each other since the ’90s, when the two competed against one another for clients — Goodman leading FCB and Allamby leading Padulo Integrated.
As CMO, Allamby will not only be responsible for Mirum’s brand and marketplace exposure, but will have a secondary role leading the company’s business development.
“Paul has an excellent balance of agency and client side experience,” Goodman said. Allamby’s held senior roles at Havas, Euro RSCG and Padulo, as well as on the client side at the Toronto Blue Jays and Rogers Communications. Goodman said that puts him in a position where he both understands the inner workings of an agency like Mirum, but can walk in clients shoes and understand what challenges them.
Allamby told Marketing that he decided to leave his consulting business, where he’s been working for the past two years, because Mirum presented a unique opportunity that was too good to pass up. Not only has it successfully positioned itself as an innovator within the industry, he said, but as the newest member of WPP’s Canadian family it’s been able to broaden its intellectual capital substantially.
“For me, being connected to an agency that has leading minds like [Mirum president] Mitch Joel attached to it was immediately attractive,” he added. “This isn’t just about what I can bring to the table, it’s also what I can learn from being at the table.”
