TomTom and DDB: Entering a new category and taking on Goliath
Joseph CliftWarc
GoPro is one of the tech world's big sleeper hits of recent years, and dominates the "action video" category. But Gary Raucher, global head of marketing at another breakout tech success, GPS specialists TomTom, suggested that the action camera maker will have increasing competition in the years ahead.
A joint presentation from Raucher and Sandra Soskic, co-CEO of ad agency DDB & Tribal Worldwide Amsterdam, given at the 2015 Cannes Lions International Festival of Creativity, provided a case study for entering a new category....