Tombras’ Paul Caiozzo Wants to Make People Excited About Advertising Again
Last week, the digitally-minded, full service independent agency Tombras announced that Paul Caiozzo would be the new CCO for its headquarters in Knoxville. Previous CCO, Jeff Benjamin, has been elevated to a global role after Tombras began its global expansion in August with the acquisition of Argentine agency Niña.
Paul is now charged with spearheading the creative output of almost 300 employees at Tombras, after most recently being the CCO at his own AI-enabled creative agency and consultancy, Supernatural. He also brings prior experience from leadership roles at the likes of Goodby, Silverstein & Partners and Crispin Porter Bogusky.
Some of his memorable campaigns include the Bronze Titanium-winning ‘Emily’s Oz’ for Comcast, ‘Whopper Freakout’ for Burger King and the Grand Prix-winning ‘Help I Want to Save a Life’ - and besides Cannes Lions, he’s earned recognition from the Effies, The One Show, D&AD, and Clio Awards to name a few. In the mainstream, his work has been parodied multiple times on SNL, praised by Al Gore, debated on CNN, and put on display in The Smithsonian, The Museum of Modern Art, and Poster House.
Beyond ads, Paul is a limited partner for two venture capital firms, co-wrote a short film that premiered at Sundance and has collaborated with renowned sound designer Joseph Fraioli on an installation at the Walker Art Center in Minneapolis.
LBB’s Ben Conway caught up with Paul to discuss his new job and his goals for Tombras Knoxville.
LBB> Congratulations on the new role! You said in the announcement that you were drawn as much to the energy of Knoxville as to Tombras’ energy. What attracted you to both?
Paul> This past year, I realised I needed a change - a bigger place with legit resources, genuinely good people, and a chance to share everything I’ve learned instead of just doing the work. I wanted a truly independent agency - not independent until it sells, but independent forever. Coming from Lisbon, Portugal, I also wanted to keep some of what I loved there: friendly people, culture, great food, nature and a big river. Knoxville has all of that.
LBB> You’re arriving from Supernatural, the AI-focused company you founded. Will you bring that tech expertise to Tombras, or are you excited to focus on more traditional creative again?
Paul> Tombras is anything but traditional. They merge serious data and tech expertise with creativity, and they’ve got the human talent to make it all work. Rare.
This was a big draw for me. AI is nothing without talent and data, and Tombras already has the infrastructure to integrate the tools and processes I’ve been working on. But building distinctive brands and creating breakthrough work will always come first. Clients come first. AI isn’t magic - it’s just a tool. ‘Anything a million interns can do, AI can do’. That’s proven true time and again.
LBB> You’ve founded companies before and helped others grow. What opportunities do you see for Tombras, especially with a growing New York office?
Paul> I look for two things in a company - good people and a good machine. Tombras has both. During my interviews, people asked me, ‘What do you want to build here?’ That question got me fired up. My goals for Knoxville will evolve, but for now:
- Define the creative voice - work that you can’t find anywhere else.
- Refine the process - bring strategy, media, production, tech and creative closer for better collaboration.
- Make Knoxville a place people want to be - not because they have to, but because it makes them better and happier.
LBB> How would you describe your leadership style?
Paul> I really don’t enjoy telling people what to do. My philosophy is simple: Listen to me because I make the work better. Because I make you better. If I’m not doing that, find someone who will.
I’ve been lucky to learn from incredible people. Alex Bogusky taught me the relentless effort greatness requires. John Patroulis showed me true leadership. Cliff Freeman emphasised doing things wildly differently. David Kolbusz taught me the importance of articulating a clear vision. Nathan Frank showed me what branding really is - and how to write properly. I’m always learning.
LBB> What’s next for Tombras Knoxville under your guidance? Any long-term goals?
Paul> Tombras has been thriving without me, so my first goal is simple: Don’t mess it up.
Long term, I want us to be the agency that makes people excited about advertising again. My 12-year-old son makes YouTube videos, and when I offered to help, he said, “How? You make ads.” He wasn’t trying to be mean. As an industry, we’ve earned the way people see ads—but it wasn’t always that way. I want to change it.
