Tom Roach on the value-destroying divide between ‘brand’ and ‘performance’ marketing

Short-termism and long-termism are both just wrong-termism – so says multiple Gold IPA Effectiveness award-winning marketing strategist Tom Roach. Roach, who has worked at some of the best communications agencies in the world (Leo Burnett, BBH, adam&eveDDB and, most recently, Jellyfish), proposes ending the false choice between long and short-term marketing tactics. Here, he explains how to get the two working in harmony, and close the value-destroying divide between ‘brand’ and ‘performance’ m
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