Tom Ollerton

Opinion
28 October 2020 Tom Roach explores new research into how people feel about the candidates in the 2020 presidential election: in this telling, it's much closer than the polls suggest.
Opinion
06 August 2020 Short-termism and long-termism are both just wrong-termism, says Tom Roach.
Opinion
31 July 2020 Tom Ollerton, founder of Automated Creative doesn’t believe artificial intelligence will replace human creativity but argues that it can bring clarity and much needed objectivity.
Opinion
21 July 2020 Strategists must not let a crisis knock their confidence in the discipline, says Tom Roach.
Opinion
31 March 2020 Forrester’s Tom Mouhsian argues that airlines have a major role to play in the fight against COVID-19 and they must focus on delivering on customer experience and meeting expectations while planning for a post-pandemic future.
Opinion
05 September 2019 The job of brand strategy expands from telling the brand story to building the brand system, argues R/GA's Tom Morton in an essay for the Future of Strategy 2019.
Opinion
30 November 2018 This month, Admap looks at Drivers of Change in 2019, exploring five key trends and how they will impact marketing over the next 12 months. One of the trends we put the spotlight on is the ‘evolution of banking’.
Opinion
26 October 2018 Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.
04 May 2018 Iconic guitar maker Gibson went bust last week. Here, Tom Dougherty of S tealing Share looks at the science of guitar branding.
27 March 2018 Brands are talking about ethics because consumers are increasingly aware – so goes the story. But Wasserman’s Tom Lovegrove wasn’t so sure. Here, he profiles the ethical altruists.
Opinion
05 March 2018 Tom Roach, Managing Partner, Performance, at BBH London compiles his own selection of the most important data and charts by the IPA’s Godfathers of Effectiveness.
Opinion
22 November 2017 The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting. But that’s just one of several strategies retailers and other brands use to win hearts at Christmas time, observes Tom Ewing of System1 Group.
Opinion
20 July 2017 In light of the UK Advertising Standards Authority’s proposed tougher regulation of campaigns featuring harmful gender stereotypes, System1’s Tom Ewing suggests that the impact will lead to better advertising, but warns that bad ads could still come through other channels.
Opinion
09 July 2017 What could be more planner-like than holding a chunky survey and feeling a creeping sense of doubt, asks Tom Morton?
Opinion
16 August 2013 Running newspaper ads and connecting with mums have traditionally been core components of the marketing playbook. As a result of the digital revolution, however, each of these areas has undergone a transformation, aptly demonstrated by two presentations at IAB UK’s Brand Forum, held in London on August 8th 2013.
Opinion
12 July 2013 This year's Cannes Lions festival was a bonanza of prize giving for the advertising industry's best work – some of which is featured on Warc . But it's not just the end product of a campaign that deserves recognition of quality; good ads are crafted from a raw material of hard thinking and fresh research. Warc provides a great deal of that raw material through its website, not least in the content of the three journals we publish. And this year all three have been endorsed by Thomson Reuters' Impact Factor: one of the leading indicators of the quality of a publication's output.
Opinion
30 April 2013 Ever tried haggling in a high street shop? If you’re British, the chances are you’d see it as being a bit beneath you – embarrassing, even. Some might have a go on holiday, in Morocco or Egypt, and enjoy the excitement of feeling they got their money’s worth by the grit of their innate bargaining powers, but it’s a novelty experience most would leave at the airport.