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. But then so was Betamax. Some technologies…
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. These were the shortlisted entries…
Is your brand stuck on the performance plateau?
What is it, why are you stuck on it, how are you going to get off it? It’s become common for brands with a performance mindset, to hit a growth plateau. Let’s call it the ‘performance plateau’. If you think you may have hit it, you’re far from alone. From the number of companies I’ve…
Beware of ROAS, ROI’s dangerous digital twin
[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. People have been warning about the potential problems with ROI for years.…
Marketing’s most marmite metric
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 most misunderstood, misused and even damaging. Far smarter, more data literate people than me have been warning of the dangers of focusing on…
Why advertising will never die
Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it. People constantly declare that advertising’s dead. Fast Company recently claimed David Droga wants to kill it. Elon Musk said Tesla doesn’t do it.…
12 months since moving to Jellyfish, here’s my diary.
Last January I moved from the creative agency world to a very different one. To Jellyfish, a full-funnel marketing performance company at the forefront of the convergence of brand and ‘performance’ marketing, media and creative, content, data and technology. A blog post I wrote soon after about the move (‘I’ve never heard of Jellyfish’) got…
In a world of change, what won’t?
In marketing we love change, but what about what won’t? Here are 7 unchanging principles of effective communication that are based on how our brains work, not on how specific technology works. Papyrus, paper, the printing press, television, the internet, the smartphone: the new communication technologies with the power to shape human culture invariably lead…
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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 