TomTom and DDB: Entering a new category and taking on Goliath

This event report looks at how one brand went about entering a new category and challenging the market leader there.

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....

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