Big as a collection of smalls - brand building in a world of creative fragmentation
In an increasingly fragmented media landscape, when audiences, platforms, and formats have become atomised, and where the old certainties of the broadcast-dominated landscape are no longer as certain, we need to find new ways to build our brands.
Some of the fundamentals will never change, but some of the creative tactics we use will have to. Tom looks at the new rules for brand building in a world of creative fragmentation - high volume, high consistency, high fit for platform.
Date and Time
Wed 12:05—12:45
Language
English
Tom Roach
VP Brand Strategy at Jellyfish
Meet the maestro of marketing effectiveness. Over two decades, Tom has not only crafted strategies for the world's most ambitious brands – McDonald's, Mercedes-Benz, BBC, Tesco – but he's also proven, with hard numbers, why creative marketing remains the most powerful business tool we have.
As Head of Effectiveness, he helped both BBH and adam&eveDDB clinch the prestigious 'Effectiveness Company of the Year' title. Working alongside the legendary Les Binet, he's collected multiple IPA Effectiveness Awards Gold medals – the marketing world's equivalent of Olympic gold.
Now, as VP Brand Strategy at Jellyfish, he's bridging the gap between brand building and performance marketing, showing how these two worlds can work together to drive extraordinary results. His talks aren't just insightful – they're packed with evidence-based strategies you can actually use. Come ready to learn how to prove the value of what you do, and do it better than ever before.
