44. Why Marketers Need to Embrace Better Media with Tom Denford

Tom Denford joins Itir to discuss the challenges and opportunities marketers face in working with media agencies, focusing on transparency, trust, and long-term strategy. They cover the complexities of the buyer-seller roles within agencies, the shift toward in-house media capabilities, and practical advice for smaller brands looking to work with the right agency. A key takeaway is the importance of not cutting corners on media investments, as the cheapest option often comes at the expense of quality and effectiveness. Whether you’re starting out or refining your approach, this conversation offers valuable insights for building strong media partnerships, understanding the importance of media quality in advertising, and how to unlock growth with the right media investments.

Tom is a leading advisor with over 20 years of experience in media and advertising, known for his strategic insights and thought leadership. Before co-founding ID Comms in 2009 with David Indo, he gained experience in media agencies and client-side marketing. ID Comms, which helps major brands like Walmart, T-Mobile, and Meta navigate digital transformation and optimize media investments, is recognized as the #1 Media Advisor by the World Federation of Advertisers and the #1 Best Place to Work in Marketing and Advertising. Tom is also an active mentor, contributor to industry publications, and conference speaker.

Tom is looking forward to having a coffee at a plaza in Paris or Italy next summer.

His book recommendations include:

• The Data Deluge: Making Marketing Work for Brands and People by Arun C. Kumar (https://www.amazon.com/Data-Deluge-Making-Marketing-Brands/dp/B0CRNC65BY)
• Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers by Raja Rajamannar (https://www.amazon.com/Quantum-Marketing-Mastering-Tomorrows-Consumers/dp/1400223954)
• A Marketer's Guide to Digital Advertising: Transparency, Metrics, and Money by Shailin Dhar and Scott Thomson (https://www.amazon.com/Marketers-Guide-Digital-Advertising-Transparency/dp/1398609668)

Connect with Tom Denford on LinkedIn: https://www.linkedin.com/in/tomdenford

If you have any questions about brands and marketing, connect with the host of this podcast, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/