Tom Roach

Someone deserves a waffle party in IKEA’s marketing department…

h/t Australia’s foremost furniture expert @tomroach.bsky.social

Sweet. Thank you BBH for the unexpected smile in the mind.

APG Creative Strategy Awards 2025 Click through for more information about the APG Creative Strategy Awards 2025.

Every flavour of strategy.

Creative strategy has never been more eclectic but more fragmented.

This is a call to entries for the APG Creative Strategy Awards 2025. We want to bring together all the best thinking of every kind.

Pls spread far and wide.

www.apg.org.uk/awards-2025

Yes the platforms want to maximise usage and care less (or not at all) about building our brands. They also don’t know much about building brands. That’s on us. But it’s on us to get a balance as we have to use them these days.

Lovely stuff. Looking forward to reading. At my kids’ school people who make connections between things like this are called ‘linking lions’…suspect you are one of those.

Brand building must adapt to the age of creative fragmentation Brands today have to balance competing needs: more digital content to drive engagement, but also more consistency to drive long-term effectiveness.

There's a fundamental tension facing marketers today: brands need consistency and repetition, but the platforms tell them they need loads of fresh new content.

My latest in @marketingweek.bsky.social on brand building in the age of creative fragmentation.

www.marketingweek.com/brand-buildi...

Thank you. Great that it could be helpful.

‘Big Advertising’ needs to think small Advertising today is a myriad of smaller things, not just a few big things, and the ad industry needs to more fully embrace this reality or continue to be disintermediated.

‘Big Advertising’ needs to think small.

It’s been a big week for Big Advertising. But advertising today is a myriad of smaller things, not just a few big things.

First part of a two part case for change.

www.marketingweek.com/tom-roach-bi...

A rare example of a ‘Find your X Find your Y’.

You’d get double points on ad twitter c2018/19 if you saw one of these in the wild.

I’ve made more ads featuring gingerbread houses, than gingerbread houses.

Very fine people on both sides

Evening everyone

That’s lovely. But maybe a bit gambley?

Is that the noise a butterfly makes?

It pleases me that the Bluesky logo is shaped like an X but softer, warmer, less testosterone.

What’s a tweet called here?

What a strange world we live in, where you can feel a sense of nostalgia for a website, and want to sign up to another website to try and satisfy it.