JUST Branding S05.E16 - Brand & Performance Marketing with Tom Roach
Oct 22, 2024
Tom Roach, Vice President of Brand Strategy at Jellyfish, shares insights from his 20+ years in advertising. He tackles the balance between long-term brand building and short-term performance goals, urging marketers to blend creativity with measurable results. Roach explores the impact of generative AI in marketing, highlighting its potential while stressing the need for human oversight. He also discusses the evolving role of technology and social media in shaping effective brand strategies for a digital-first world.
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Tom Roach's Career Journey
- Tom Roach’s journey spans from a small agency to BBH, Leo Burnett, and AMV BBDO, focusing on brand and effectiveness.
- He bridged the gap between upper-funnel traditional agencies and digital performance marketing at Jellyfish.
Advertising Effectiveness Defined
- Effectiveness measures if advertising achieves its objectives and adds incremental revenue or profit.
- It focuses on delivery rather than foundational brand strategy, evaluating communication results.
Effective Media Combines Brand & Targeting
- Effective media managers combine fundamentals from brand building with targeted communication.
- They respect creativity, avoid over-targeting, prioritize attention, and employ the right measurements beyond short-term metrics.
