Tom Roach

CEO

United Kingdom27 yrs 2 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Award-winning strategist with industry-required reading articles.
Frequent speaker at major industry events.
Led multiple award-winning campaigns across top brands.

Stackforce AI infers this person is a Marketing and Brand Strategy expert with a focus on effectiveness and integrated campaigns.

Contact

Skills

Core Skills

Brand StrategyDigital MarketingStrategyEffectivenessCreative StrategyPlanningCommunicationsAccount PlanningAccount Management

Other Skills

Marketing CommunicationsMarketingIntegrated CampaignsCampaign DevelopmentCreative DevelopmentDirect MarketingAdvertisingIntegrated MarketingCreative DirectionCopywritingBrand ArchitectureDigital Media

About

Award-winning marketing, brand and communications strategist, speaker and writer, whose articles on creative effectiveness are required reading in the industry. Campaign 40 over 40 winner. Frequent speaker at Cannes Lions, SXSW Austin and London, IPA Effweek. IPA Effectiveness judge, APG Co-chair, APG Creative Strategy Awards Chair 2025, APG AI Working Group Chair.

Experience

Jellyfish

VP Brand Strategy

Jan 2021 – Present · 5 yrs 3 mos · London, United Kingdom

https://www.jellyfish.com

Brand StrategyDigital MarketingMarketing Communications

Adam&eveddb

Executive Strategy Director and Head of Effectiveness

Jan 2019 – Jan 2020 · 1 yr · London Area, United Kingdom

Led strategy on Lloyds Banking Group.
Led adam&eve's effectiveness efforts and IPA Effectiveness entries.
Member of the IPA's Effectiveness Advisory board.

StrategyEffectivenessMarketing

Bbh london

Managing Partner, Head of Effectiveness

Jan 2013 – Sep 2019 · 6 yrs 8 mos · London Area, United Kingdom

Led the strategy on brands including: Barclays, Weetabix, KFC, Waitrose, Dulux, Virgin Media. 2x silver IPA Effectiveness Awards for Barclays and Weetabix in 2018.
Led the strategy on many creatively-awarded campaigns. Especially proud of Barclays Code Playground, Digital Eagles and LifeSkills, fully integrated campaigns across Barclays total customer experience from branch network, digital platforms, educational content to broadcast communication: https://www.youtube.com/watch?v=-iWQnRIJZic
Championing and leading effectiveness in the agency, helping BBH to win the IPA's Effectiveness Company of the Year title 2018-19. Editor-at-large of BBH Labs, BBH's industry thought leadership platform.

EffectivenessCreative StrategyIntegrated Campaigns

Leo burnett

Planning Director

Jul 2010 – Jan 2013 · 2 yrs 6 mos

Planning communications for McDonald's and the Co-operative Food in the UK.
Developed many creatively-awarded campaigns for McDonald's, including the 'We All Make The Games' McDonald's fully integrated campaign for London 2012: https://www.youtube.com/watch?v=tS0fa9W9QjQ
Awarded a Gold IPA Effectiveness Award 2012 for McDonald's, the Grand Prix and best Long-term Marketing Effectiveness at 2012's Marketing Society Awards and a Cannes Creative Effectiveness Lion in 2011.
Led the planning on Leo Burnett's winning pitch for the Co-operative Group in 2012.

PlanningCommunicationsCampaign Development

Amv bbdo

Board Account Planner

Aug 2000 – Jul 2010 · 9 yrs 11 mos

10 years at AMV BBDO planning communications for Masterfoods, Dulux, BBC, Pepsico and Sainsbury's.
Creative highlights include 'Windy Miller' for Quaker Oats (https://www.youtube.com/watch?v=xVos4K0Asa4), and the BBC2 visual identity and idents which ran from from 2007-14.
Gold IPA Effectiveness Award and the Special Prize for Integration for Sainsbury's 'Try Something New Today' in 2008.
Gold IPA Effectiveness award in 2010 for Sainsbury's 'Feed your family for a fiver' campaign
Grand Prix and Best Marketing Communications at The Marketing Society Awards for Excellence in 2009 for 'Feed your family for a fiver'
Distinction in the IPA Excellence Diploma 2006

Account PlanningCommunicationsCreative Development