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Paula Hulley, MD of Digitas Liquorice, Publicis Groupe’s digital specialist agency, has 20 years of experience in interactive digital marketing. Her previous roles include CEO of IAB South Africa, head of innovation at Ogilvy CT and MD of Gloo CT. Paula sits on the IAB South Africa Research & Measurement Council, heading up the IAB South Africa Online AdSpend Report. She is currently completing a Psych MA on the impact of zero-sum thinking on cooperation.