Tom Roach

In this EffWorks episode, guests discuss managing price rises and planning for inflationary times, excellence in digital creative, the impact of attention problem in digital media, creating ads that fit different digital formats, the evolution and coexistence of two creative schools of advertising, and the tension between brand and performance in advertising.

In this engaging discussion, Grace Kite, founder of Magic Numbers and expert in media effectiveness, teams up with Tom Roach, VP of Brand Strategy at Jellyfish. They tackle the challenges of a fragmented media landscape, exploring how brands can adapt their marketing strategies to maintain effectiveness. They delve into the importance of synergizing marketing efforts across various platforms and the intriguing notion of aggregated attention in advertising. Their insights highlight the critical balance between brand consistency and the personalized demands of audiences today.

Felipe Tomaz, an Associate Professor of Marketing at the University of Oxford, discusses his extensive research analyzing 1,000 campaigns to prove that not all reach in advertising is equal. He emphasizes the crucial differences between brand distinction and differentiation. Tom Roach from Jellyfish UK joins in to explore the evolving landscape of marketing strategies and the pitfalls of traditional reach metrics. They highlight the importance of audience engagement and the need for a cohesive media strategy to drive campaign effectiveness.