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Tom Roach is a creative strategist who works at Jellyfish, a full-funnel marketing performance company. He also writes a blog about commercial creativity, AI, ROI, advertising and more.
- About
thetomroach@gmail.com +44 (0)7720 880608 twitter: @tomroach...
- Contact
Don’t hesitate to reach out with the contact information...
- Marketing's Most Marmite Metric
ROI is a mass of contradictions. It's loved by many, hated...
- Why Advertising Will Never Die
Advertising’s not dead, it’s not dying and no one’s going to...
- About
Nov 12, 2020 · The brand: the most valuable business tool ever invented – Tom Roach. By thetomroach. 12th Nov 2020. 3 Comments. A brand can be a company’s most valuable commercial asset, but persuading CEOs to invest in theirs has never been harder. In an open letter to all CMOs, everywhere, I set out some key data to help them. [first published 22.03.18]
- The Wrong & The Short of It
- Short-Termism
- Long-Termism
- Wrong-Termism
- The Long Throughthe Short of It
- Brand-Building and Sales Activation Work Over Different Timescales
- Time to Start Closing The Divide
- GeneratedCaptionsTabForHeroSec
It may seem a little unnecessary for yet more words to be written about the long and short-term in marketing given two industry legends have literally already written the book on it. But whilst the theory says we should all try to achieve a balanced approach in order to maximise both saleability and sales simultaneously, there’s a massive gulf betw...
There are irresistible pressures pulling marketers towards the short term. And there’s also a huge asymmetry in terms of accessibility to ‘performance’ channels vs ‘brand-building’ channels. Google, Facebook, Amazon and other platforms have given millions of businesses of every size and type, easy, self-service access to a giant direct response adv...
There’s always been a lot of magical thinking about the long term in advertising. That you can just do something big and expensive as a one-off, then close your eyes and cross your fingers and hope no one commercially-oriented asks any awkward questions for six to twelve months, until future sales start magically happening. But communications that ...
And whilst they’re quite different, it’s possible to simultaneously see short-termism and long-termism as equally bad practice – wrong-termism, if you will. Wrong-termists get it wrong in two different ways: short-termists restrict the long-term growth their marketing can achieve, and long-termists restrict its short-term sales impact.
It’s never been more important to make every marketing $ work as hard as it possibly can. After all, without short-term success there may not even be a long-term for some of our brands. And the best way of securing both will be to embrace the fertile middle-ground that lies in combining the power of short and long-term effects. Long-term growth alw...
It’s practically the law that any discussion of the long and short-term in marketing must include Binet & Field’s classic ‘steps’ chart illustrating the two different ways in which communications can drive sales – through short-term sales activation and long-term brand-building, so here it is: Now find below an illustration by econometrician Grace ...
I believe it’s never been more important that we start closing the artificial but growing divide between brand and performance marketing, and to do what’s most effective for our brands collectively. Brands should be aiming to create long-term communications engineered for immediate success. Advertising that, in the words of the great Jeremy Bullmor...
Tom Roach, a multiple Gold IPA Effectiveness award-winning marketing strategist, argues for a balanced approach between long and short-term marketing tactics. He explains how to create communications that sell both immediately and forever, and close the value-destroying divide between brand and performance marketing.
Apr 11, 2021 · If you are curious to interrogate and investigate, read Tom Roach’s new book Screen Love: Queer Intimacies in the Grindr Era (2021). Published by the State University of New York Press, it provides a variety of refreshing perspectives on what Grindr can do for us, and what we can do with Grindr.
Website. Official website. Thomas M. Roach Jr. (born September 19, 1961) [1] [2] is an American politician and attorney serving as mayor of White Plains, New York. He took office as acting mayor in February 2011 following the resignation of former Mayor Adam Bradley.
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.
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Oct 10, 2021 · – Tom Roach. In a world of change, what won’t? By thetomroach. 10th Oct 2021. 5 Comments. 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.
