30 beliefs in 30 tweets
I miss Twitter, and more specifically, I miss writing tweets. Since Musk took over it’s changed a lot, all of the fun many of us used to have there has evaporated, and so I use it less and less. Twitter used to have a great community of marketing and advertising people, mostly strategists, creatives and…
Winning hearts, minds and models: Brand building in an AI world
First published in Marketing Week in October 2025, this piece explores brand building in the LLMs and how to influence this new audience with brand communication. AI isn’t just giving us a new toolkit to create brand content with, it’s building us a whole new audience to create brand content for. Marketers need to start…
Talking about…effective modern brand building
I’m being asked to do more and more talks off the back of the articles and blogs I write as well as for bespoke versions of talks I’ve done at big events like Cannes Lions, SXSW, and IPA Effweek. I’m posting my current ‘menu’ here in case any of them sound useful for your marketing…
The Creatives Are Coming.
Creative people will be at the heart of marketing’s AI revolution – this is an optimistic view that this advertising revolution will be a more creative one than the last. First published in Marketing Week 2.9.25. The last advertising revolution was not a creative one. In fact, creatives were pretty far from its epicentre. This…
Every flavour of strategy
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,…
Brand building in a world of creative fragmentation
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.…
‘Big Advertising’ needs to think small
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,…
There’s a new ‘Share of’ in town
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…
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About Me
VP Brand Strategy at Jellyfish and previously a strategist at AMV BBDO, BBH, Leo Burnett and adam&eveDDB. Driven by a desire to drive future growth for brands by harnessing the commercial power of creativity, and to prove its value for the marketing industry as a whole.
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Tom Roach 