Over 35 years, Paul Buckley has helped launch, grow and reposition brands from McKesson to Dell. Each story below covers the challenge, what was done and what changed.
Berry Buckley, 2025–present
Getting service businesses found in AI search
Challenge
Ambitious service businesses need to get ready for AI search and be found in AI-native channels.
Approach
Paul owns AI optimization (AIO) and transformation strategy at Berry Buckley, combining semantic search, generative AI, agentic workflows and no-code platforms.
D Custom, 2014–2024
Content programs that won awards and business
Challenge
Grow a custom content division serving Fortune 500 and institutional clients.
Approach
Differentiated messaging and content programs for clients such as McKesson, FedEx, NetApp and DDN. For McKesson, research and leadership interviews became a new pitch deck that told the complete McKesson story against the other big pharmaceutical distributors. For UT Southwestern, discovery-led storytelling for curious generalists. For SMU Cox School of Business, a rebranded magazine and online content hub.
Result
Revenue doubled and client work earned more than 60 national awards. McKesson's new pitch reduced price pressure and increased its win rate.
Example
Texas Heritage for Living, the magazine D Custom produces for Texas Farm Bureau Insurance, won Content Marketing Awards from the Content Marketing Institute for Best Use of Photography and Best Overall Design (Print) in 2017, Best Overall Design (Print) in 2020, and Best Print Publication in 2023.
PMB with Polaris Research, for Colony Capital
Harrah's: cutting more than $30 million a year from marketing spend without losing performance
Challenge
Colony Capital, representing Harrah's and LV Sands, needed Harrah's promotional campaigns at a single property to spend more efficiently without giving up results.
Approach
Marketing mix modeling and optimization of the property's promotional campaigns, done in partnership with Polaris Research, a marketing mix modeling firm.
Result
Harrah's cut more than $30 million a year from its marketing spend at that property, with performance maintained.
PMB
One story for 50,000 Dell Services employees
Challenge
After going private, Dell made a new commitment to services, but the services team's messaging was fragmented, generic and impersonal, so people weren't telling the same story.
Approach
Research, competitive review and internal planning workshops, built around one question: what were prospects asking before they knew they needed Dell's services? The result was a 30-page messaging guide with proof points and client case studies.
Result
Michael Dell approved the guide, and it was rolled out to the 50,000 services team members worldwide.
PMB
Technology: content for non-technical buyers
Challenge
Technology companies such as DDN and ASUS needed buyers outside IT to understand and back their solutions.
Approach
Thought leadership written for generalists (DDN) and content packages for small and mid-size businesses for the global launch of the ASUS Commercial group.
Result
Shorter purchase cycles and more deals for DDN, and high-value content for ASUS to enter new markets.
PMB
Private equity: building value in portfolio companies
Challenge
Help private equity firms, including Blue Point Capital Partners and Colony Capital, increase the value of their investments.
Approach
PMB's strategic planning process, applied with customer data and market insight at portfolio companies including Callison (now CallisonRTKL), Selmet Inc., GES and LV Sands.
Result
For Colony Capital, this included the Harrah's engagement above, done with Polaris Research, which cut more than $30 million a year from marketing spend at one property.
PMB
Cross Pens: predictive targeting that doubled campaign revenue
Challenge
Get more revenue from every Cross Pens campaign.
Approach
Predictive targeting models focused each campaign on high-propensity customers, with product strategy matched to how those customers buy.
Result
The targeting model alone more than doubled the revenue from each campaign.
RAPP (Omnicom Group)
Dell: data-driven growth for a new consumer business
Challenge
Win and launch Dell's new consumer division.
Approach
Paul led the winning pitch, then a multichannel growth program across 24 customer segments, integrated with digital journeys.
Result
The consumer program Paul led generated more than $1.5 billion in annual revenue for Dell.
Brands Paul has worked with
Dell
McKesson
AT&T
NetApp
HPE
FedEx
ASUS
SAP
DDN
McAfee
American Express
CenturyLink
Cross
Colony Capital
Blue Point Capital Partners
CallisonRTKL
Selmet
The Nasher Sculpture Center
UT Southwestern
SMU Cox School of Business
Frequently asked questions
What kind of work has Paul Buckley done?
AI optimization (AIO) and agentic workflows, award-winning content programs, marketing mix modeling with Polaris Research, brand positioning and messaging, predictive modeling and customer analytics, and consumer business launches for Fortune 500 companies, institutions and private equity portfolio companies.
Which industries does PMB know best?
Technology, telecom, financial services, healthcare, higher education and private equity.
