In this episode, host Granger Forson sits down with Paul Newton, co-founder of the offline marketing agency JHET. Paul shares his 20-year background in print and direct mail marketing, detailing how he and his business partner established JHET three years ago to deliver modern, performance-led direct mail campaigns. They explore how offline marketing targets "attainable luxury" brands (like travel, fashion, and premium food), the shift from passive order-taking to proactive campaign design, and a tactical coaching session on managing cross-time-zone client relationships using asymmetric video updates.

• Performance-Led Direct Mail: Unlike traditional printers, JHET guarantees metrics by forecasting worst-case and best-case performance models (such as Cost Per Acquisition, ROI, and response rates) before a campaign launches.

• Targeting Attainable Luxury: JHET focuses on fast-growing aspirational brands—such as high-end food, travel, and fashion—that have secured investment and want to acquire or retain valuable customers.

• Systemic Creative Integration: JHET acts as a plug-in extension for a brand. They either design the entire physical mailer or optimize the client's existing assets by applying specific structural rules that boost response rates.

• Chasing Excellence Over Revenue Targets: Paul defines JHET’s core mission not by a specific headcount or turnover number, but by a continuous drive to be "the best solution at what we do in the country".

• Managing Teams Authentically: A key realization for Paul was learning not to design a workplace environment tailored solely to his own personality, but actively listening to understand what individual team members need to feel fulfilled.

As a UK-based agency with an expanding client roster in the US and global markets (e.g., New Zealand), Paul faces the operational challenge of managing late-night or early-morning calls without burning out his team or sacrificing client care.

"Our goal is conclusively we want to be the best... it pushes us to always evolve, to always want to improve. If you chase excellence, growth is a byproduct."

• Website: jhet.co.uk

• Socials: Follow JHET on LinkedIn and Instagram.