Paul Hirsch Weighs In on Elevating B2B Creative in The Drum Interview

From his earliest days flipping through his father’s design books in Chicago to leading creative teams at some of the most respected agencies in the industry, Paul Hirsch has built a career on one core belief: good design means good business.

Now Chief Creative Officer at MX, Hirsch’s journey has taken him through some of advertising’s most formative environments including a six-year stint at Goodby, Silverstein & Partners that he describes as a “master class in advertising.” Along the way, he’s learned that attention is the real currency in a media world where everything is clickable, streamable and skippable. The challenge, he says, is simple but daunting: get people to stop and care before they scroll on.

His career is marked by memorable moments: convincing Bill Murray to star in an NBA campaign, creating an enduringly spoofed Chef Boyardee spot, and even publishing a cheeky HR-manual-turned-book, “Stop Tweeting Boring Sh*t.” But Hirsch’s philosophy is forward-looking. Whether in B2B or B2C, he believes creativity thrives when guardrails come off, filters are dropped and bold ideas are given room to breathe.

For Hirsch, the question isn’t whether B2B marketing can be as interesting as consumer advertising — it’s why it wouldn’t be.

Read the full interview with Paul Hirsch on The Drum to explore his career lessons, creative principles and why he thinks the best ideas can come from anywhere.

MX is the second-largest independent, integrated B2B marketing agency in the U.S., with a mission to impact the marketplace for companies that impact the world.