In this episode of 'That's What I Call Marketing,' I get to interview Tom Roach. Tom is a highly respected figure in the marketing world, renowned for his fascinating career, insightful publications, and significant contributions to marketing thought leadership. Tom is unquestionably one of the greats when it comes to effectiveness, he has been the author of a phenomenal amount of effectiveness papers and so certainly knows what good looks like. Today we chat about that, how that journey came about, how he got rejected by most the agencies he ended up working for when he started out, how he was a terrible account person and some of the things he has learnt along the way. We chat about how Tom set about instilling a culture of effectiveness through the agencies he worked at, without doubt leaving a legacy of excellence along the way. Tom talks about bridging the gap between creativity and commerciality, the importance of brand-building in digital platforms, and the aspects of communication strategy. He also shares insights about award-winning marketing case studies he has worked on, such as McDonald's and Sainsbury's, explaining the power of practical strategic planning, creativity, and consistency in achieving marketing goals. And as if that isn’t enough we talk about Toms path to not becoming a choral singer.

04:50 The Shift from Account Management to Strategy

06:05 The Importance of Effectiveness in Advertising

08:55 The Art of Writing Effective Case Studies

14:26 The Sainsbury's Case Study: A Deep Dive

21:04 The Role of Frameworks in Strategy

26:15 Creating a Culture of Effectiveness

30:42 The Two Sides of the Coin: Media and Creativity

35:39 The Potential of Digital Platforms in Building Brands

43:28 The Role of Creativity in Gaining Attention

50:26 The Challenge of Convincing Stakeholders about Brand Building

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

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