Paul Archer is the Founder and CEO of Duel, the Brand Advocacy platform helping leading consumer brands, including Target, Abercrombie, Charlotte Tilbury, Victoria's Secret and MAC, build communities of passionate advocates that drive sustainable growth. Under his leadership, Duel has become a pioneer in Brand Advocacy, helping brands recognise that their most influential creators are often their own customers, employees and biggest fans. A recognised thought leader in advocacy marketing, Paul has advised hundreds of the world's best-known brands on how to harness authentic customer relationships to drive trust, loyalty and long-term commercial growth. Drawing on a background in viral gaming, behavioural psychology and community building, he champions a shift away from transactional marketing towards people-powered growth, where advocacy becomes a strategic business asset rather than simply another marketing channel. Before founding Duel, Paul led the world-famous It's on the Meter expedition, driving a London black cab 80,000 miles across 50 countries. The journey raised money for charity, inspired a best-selling book and earned two Guinness World Records. Today, alongside leading Duel, Paul is a sought-after speaker, podcast host and commentator on the future of brand growth, community and advocacy in the age of AI.
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