Tom Roach (UK)

"Building big from lots of littles"

Summary

Marketers today face a dilemma. They’re caught between two apparently conflicting demands: what the evidence says their brands need to thrive versus what the platform eco-system demands from them. Singularity and consistency and repetition of message, or a continual stream of fresh content. When the old certainties of the TV-dominated landscape are gone, they need to find new models of brand building. Creative fragmentation means brands must now produce a high volume of creative assets to fit the multitude of digital channels, but without sacrificing creative quality and consistency. Some of the fundamentals will never change, but some of the creative tactics we use have to. The new rules for brand building in a world of creative fragmentation – high volume, high consistency, high fit for platform.

Biography

Tom is a brand strategist and marketing effectiveness expert whose thought leadership and columns in Marketing Week are required reading in the marketing world.
After two decades in some of the world’s foremost creative agencies, including AMV BBDO, BBH, Leo Burnett, and adam&eveDDB, Tom joined Jellyfish, the integrated global digital marketing business, in 2021. As VP of Brand Strategy there, he brings progressive thinking to client strategies for some of the world’s leading brands including Uber and Google.
He’s the winner of multiple IPA and Cannes Lions Effectiveness Awards including for McDonald’s, Barclays and John Lewis. He is the originator of cutting edge marketing thinking on a diverse range of topics including the application of GenAI for brands.
He is in demand as a speaker at major industry events, including SXSW, Cannes and Google Think, and is a regular awards judge including the IPA Effectiveness Awards, the Grand Effies and Chair of Judges at the APG Creative Strategy Awards 2025.