24th August 2022
Currently VP of Brand Planning at Jellyfish, Tom has worked at some brilliant acronyms agencies like AMV BBDO, Leo Burnett, BBH, and adam&eveDDB, creating pitch-perfect campaigns for McDonald’s, Sainsbury’s, and the BBC to name a few.
He gets vocal on a ton of topics, including his early days as a choral scholar, his first agency job, what account people and snow ploughs have in common, The Guardian Points of View ad, why funnels getting flack is unfair, whether advertising will ever die, freedom within a framework, why media, strategy and creative shouldn’t be siloed, a dedication to Les Binet, and more.
Here’s his blog
Make sure to read:
And his Marketing Week
Tom also asks that you check out the brilliant work of Dr. Grace Kite (who’ll be on Call to Action very soon) and CTA alumni Professor Karen Nelson-Field. Here’s your starting point:
The wrong and the real of marketing effectiveness by Dr. Grace and Tom
And here’s a thread
from Tom on Professor Karen’s research
(01:59) - Quick fire questions
(04:23) - His beginnings as a choral singer
(07:19) - First proper job in an agency
(09:41) - Why account people are often unsung heroes
(17:51) - What makes Jellyfish different from other agencies?
(20:41) - His adapted sales funnel and adopting freedom within a framework
(23:29) - Why media, strategy and creative shouldn’t be siloed
(32:40) - Advertising will never die
(36:49) - Incredible value of brands
(38:20) - Listener Questions from Jonny McGrath-Smith, Nick Ellis, and Will Humphrey
(48:55) - 4 Pertinent Posers