8.3 billion people
can’t be wrong.

One planet, 8.3 billion people.

You’re one of them.

What do we share?

Hopes, fears, dreams, doubts. And humour — it’s a universal trait.

Why should this matter to you?

Because a truckload of research shows using humour makes people more likely to buy.

In short, it generates more customers.

But humour has to be used intelligently.

HumourScope is a consultancy that ensures this happens for you. It’s run by me, Paddy Gilmore, a recognised expert in this field.

I did a Master’s in it, worked in marketing for 25 years, and my clients include HSBC, Nando’s and Harley-Davidson.

I solve five common business problems, all listed below.

I don’t deliver bullshit.

I do deliver results.

Whatever your brand.

And wherever you are on Earth.

Does your business run like clockwork?

Maybe not.

At times it might even feel like a dodgy Seiko, right just twice a day.

Here are the top five reasons why clients use me.

1.

‘Our last marketing campaign performed dismally.’

Standing out can feel impossible, especially when everyone’s saying the same thing. Humour, used smartly, can bring you distinctiveness, warmth and increased sales.

Why use humour? Three’s SingItKitty campaign, which I worked on, used humour as a key tool. On just day one, 950,000 people actively engaged with the brand on social.

My clients include:

2.

‘We’ve been signing too many leaving cards.’

When people leave internal culture suffers, and teams feel disconnected or uninspired. Used right, humour can dramatically improve your teams' mood and, ultimately, their productivity.

For example? I did the strategy and creative on an internal AIB pensions campaign. The result? ‘86% of employees that opened the email took action and increased their contributions.’

My clients include:

3.

‘I love funny social but even I wouldn’t want to read our feeds.’

Social is the home of funny, but where to even begin? Striking the right note can be tough. I can work with you to identify the unique building blocks: you’ll be head-scratching no more.

I worked with Harley-Davidson extensively on this. John Lyon, Head of Wilkins Harley-Davidson, noted: ‘‘What Paddy Gilmore doesn’t know about humour and comms, frankly, isn’t worth knowing.’

My clients include:

4.

‘AI is great for ideas. But funny?’

You need a strategy to ensure you ask the right prompts. Funny AI-generated ideas are massively inconsistent, too, so you need an expert to educate you on how to judge your outputs.

My clients include:

5.

‘We’re facing a comms crisis. How to respond?’

Humour isn’t the answer to every comms crisis, but it can defuse the tension dramatically. KFC’s FCK campaign, when they ran out of chicken, is a brilliant example.

I worked with Nando’s on using humour in this way. Their agency, Boundless, commented: ‘working with Humourscope gave us the guidelines to ensure we nailed humour correctly every single time.’

My clients include:

Rare footage of a man
in a suit, speaking!

I get asked to do a lot of keynotes. Here’s a taster: