Paula Bloodworth

Appearing at State of Social ’24

KEYNOTE

SESSION DETAILS

Why the Smartest Thing We Can All Do Is Be Stupid
Are we being too clever for our own good? Is intellectualism getting in the way of creative and strategic alchemy? Maybe it’s time to think hard (but not too hard) about disengaging our brains. It could just be the smartest strategic move you’ll ever make.

Paula’s experience is diverse, encompassing over 17 years and spanning across London, New York, Shanghai, Portland, Sydney, Tokyo, and Melbourne. She has worked across a wide range of categories and clients, with a particular emphasis on youth and sports brands.

Recently, she joined Idris Elba’s team, spearheading the impactful ‘Don’t Stop Your Future’ anti-knife crime campaign, which led to a landmark legal change, among other innovative long term initiatives.

Prior to this, she was Head of International Strategy at Uncommon Creative Studio, where she worked with a number of global clients, including Peloton, the Jordan Brand, and Pinterest.

However, Paula devoted the majority of her career to Nike. Leading Nike’s Global Strategy at Wieden + Kennedy in Portland, having previously led regional strategy for Nike in EMEA and Greater China. Her tenure with the iconic brand spans almost a decade, highlighted by her involvement in award-winning campaigns like ‘Nothing Beats a Londoner’ and ‘You Can’t Stop Sport,’ A campaign that earned widespread recognition for its effectiveness and creativity, including an esteemed Emmy award.