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Tom Roach – Championing commercial creativity. Blog. Humans Wanted. 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 shape a positive future for the discipline. Paper was the future once.
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1 de sept. de 2021 · 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.
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15 de nov. de 2020 · Fantastic article by Tom Roach, Exec Strategy Director at A&E DDB. Tom clarifies with evidence and examples that it’s not just short-termism to be wrong and rightly getting a lot of criticism; long-termism too should be avoided.
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 ...
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.
