Brand building in the platforms – Tom Roach
This is a version of a pair of articles that were first published in Marketing Week in June and July 2023 that started life as a talk for the IPA & WARC at Cannes Lions Festival of Creativity, …| Tom Roach
A call to entries to the APG Creative Strategy Awards 2025 in my role as chair of judges this year. Creative strategy has never been a more eclectic discipline. It’s no longer limited to one corner of the agency world and has made its way into every corner of marketing and advertising. It happens in-house, […]| Tom Roach
Looking back at everything I did in 2024 made me realise I did more talks than ever last year, including at Cannes, SXSW, IPA Effweek and a number of client organisations, covering a pretty full menu of topics. I’m posting them here in case any of them sound useful for your team, leadership group or […]| Tom Roach
Brands today have to balance competing needs: more digital content to drive engagement, but also more consistency to drive long-term effectiveness. Marketers today face a dilemma. They’re caught between two apparently conflicting demands: what the evidence says their brands need to thrive versus what platforms such as Meta, Google and TikTok tell them they need. […]| Tom Roach
Advertising today is a myriad of smaller things, not just a few big things, and the ad industry needs to more fully embrace this reality or continue to be disintermediated. There’s no shortage of advice out there about how to do the big things well. How big brands have used big budgets, in big channels, […]| Tom Roach
Share of model, a new marketing measure for the GenAI era, could become the latest in the canon of marketing’s ‘share ofs’, which appear to go hand in hand with each successive new era of marketing and the new technologies that enable them. It looks like we could be at the start of a new […]| Tom Roach
This is a version of a pair of articles that were first published in Marketing Week in June and July 2023 that started life as a talk for the IPA & WARC at Cannes Lions Festival of Creativity, …| Tom Roach
This is a curated set of my Linkedin posts going back to late 2022. I’ve been posting more stuff there recently and of course not everyone’s on it so many won’t see them. I think Linkedin’s great at showing us new stuff, but not so great at helping you find older stuff if you haven’t […]| Tom Roach
This article was first published in July 2020. It seemed to strike a chord, and people on the frontlines of modern marketing tell me it’s been helpful. It remains my most read article. I espe…| Tom Roach
This is a call to arms for strategy people to join the new Account Planning Group AI Working Group, that aims to get the best from the technology for the planning and strategy community and help sh…| Tom Roach
A few words from the final judging room at the APG Creative Strategy Awards 2023. I spent two days this week with a group of amazing people, hearing 26 presentations from some incredibly talented s…| Tom Roach
ROI is a mass of contradictions. It’s loved by many, hated by some, really hated by a few. It’s simultaneously what marketers say is their most important metric, whilst also being marketing’s…| Tom Roach
