Tom Roach is a well-recognised marketing strategist who has been in the advertising industry for just over 20 years. Tom has worked with many infamous and successful brands, but perhaps his most proud campaign was Sainsbury's "Try something new today" that delivered 1.9 billion pounds of sales. Tom has established himself as a champion for the commercial power of creativity through his work in London at AMVBBDO, Leo Burnett, BBH and recently adam&eveDDB. Tom also writes his own blog discussing well known marketing ideas with a modern twist. In this episode, we discuss: • Marketing effectiveness; how do you define it and how does it link to creativity • 'The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies' - by Les Binet and Peter Field • The correspondence between the level of creativity deployed and advertising effectiveness as well as the commercial impact of emotional creativity • How long-term brand building and short-term sales activation are not mutually exclusive and how the 60/40 rule should be adapted to each bespoke brand • Tom's most recent blog post - 'The wrong and short of it', and how it champions for a radical middle path that looks at finding a balance between brand and performance marketers • The culture of binary opposition in marketing and how to find unity and a common enemy • The prevalence of short-termism in today's world and the impact of social platforms. Three Quick Questions: • A business Book you recommend? 'Good Strategy Bad Strategy' by Richard Rumelt • Person to follow on social media or digital media? Tom Goodwin @tomfgoodwin • One on one dinner with a living person? Tom's wife Jane. To follow Tom on twitter - @tomroach To find out more about Tom's blog or to contact him, visit https://thetomroach.com/