Someone deserves a waffle party in IKEA’s marketing department…

h/t Australia’s foremost furniture expert @tomroach.bsky.social

Sweet. Thank you BBH for the unexpected smile in the mind.

Every flavour of strategy.

Creative strategy has never been more eclectic but more fragmented.

This is a call to entries for the APG Creative Strategy Awards 2025. We want to bring together all the best thinking of every kind.

Pls spread far and wide.

www.apg.org.uk/awards-2025

There's a fundamental tension facing marketers today: brands need consistency and repetition, but the platforms tell them they need loads of fresh new content.

My latest in @marketingweek.bsky.social on brand building in the age of creative fragmentation.

www.marketingweek.com/brand-buildi...

‘Big Advertising’ needs to think small.

It’s been a big week for Big Advertising. But advertising today is a myriad of smaller things, not just a few big things.

First part of a two part case for change.

www.marketingweek.com/tom-roach-bi...

A rare example of a ‘Find your X Find your Y’.

You’d get double points on ad twitter c2018/19 if you saw one of these in the wild.

Evening everyone

It pleases me that the Bluesky logo is shaped like an X but softer, warmer, less testosterone.

What’s a tweet called here?

What a strange world we live in, where you can feel a sense of nostalgia for a website, and want to sign up to another website to try and satisfy it.