After 30 years in advertising, Paul Catmur had collected too many stories not to do something with them. So he wrote a book, The Gutter Bar
The Gutter Bar tells the fictional journey of Ben Putney, a jury president at the Cannes Lions festival, as he navigates the complicated worlds of advertising, awards, his crumbling personal life and a “medically dubious” yoghurt campaign.
It’s a satire – Catmur’s aim was to poke just a little bit of fun at the industry that has given him a lot. It was also an opportunity to reflect on the smart, generous, creative people who are part of it.
Made people laugh
For those on the outside, he says he wanted to “lift the curtain” and show people what really goes on.
The Gutter Bar was published in December 2025 and Catmur says it’s “going down pretty well so far”.
Feedback includes that it is “uncomfortably accurate”, it’s a page-turner, but most importantly, it made people laugh.
It’s sparked lively discussion on LinkedIn and even saw Catmur interviewed by the Wall Street Journal’s Nat Ives, who is editor of CMO Today.
English might have been Catmur’s worst subject at school but he has always been fascinated by writing. After working in a casino, he went to college to study advertising.
“Luckily, I’m a much better writer now,” he chuckles.
Catmur went from writing ads to overseeing them, which included as regional executive creative director for DDB Asia Pacific. Then he started his own agency: Barnes Catmur & Friends.
The latter was acquired by dentsu in 2016, before being retired as part of a brand reshuffle in 2021.
This story comes from NZ Marketing magazine issue 86, March-May 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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