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7 de feb. de 2024 · 26 signs that creative strategy is alive. 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 strategists. Each presentation skilfully condensed a 2000-3000 word case study into just 5 very short minutes.
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1 de sept. de 2021 · 1st Sep 2021. 5 Comments. The sales funnel is nearly a hundred years old, but despite frequent reports of its death and surprisingly little evidence that it reflects how advertising actually works, it’s never been more alive. The cockroach of marketing concepts, it just seems to keep going and going, adapting to the environment it finds itself in.
We spoke with Tom Roach, VP brand strategy at global digital agency, Jellyfish, and Dr. Grace Kite, business economist and founder of data consultancy, Magic Numbers, to understand how marketers can encourage brand investments in times of uncertainty. Mark Howe (MH): To start, how have your perspectives on branding changed in recent times?
Tom Roach. Tom has over 20 years’ experience as a strategist in marketing and communications agencies. He has won numerous Gold and Silver IPA Effectiveness Awards for campaigns that he’s worked on. Tom has worked with successful brands such as McDonald’s, Sainsbury’s, the BBC and Mercedes-Benz.
7 de feb. de 2024 · Read all of the posts by thetomroach on Tom Roach. [First published in Marketing Week 12th October 2022] Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
4 de mar. de 2021 · Roach, who has worked at some of the best communications agencies in the world (Leo Burnett, BBH, adam&eveDDB and, most recently, Jellyfish), proposes ending the false choice between long and short-term marketing tactics. Here, he explains how to get the two working in harmony, and close the value-destroying divide between ‘brand ...
