Consistency from Chaos: Brand Building in a World of Creative Fragmentation

The effectiveness data has said the same thing for years: pick one idea and repeat it relentlessly. The platforms want the opposite — hundreds of fresh assets, because their algorithms feed on novelty. Tom Roach spent twenty years at creative agencies like BBH and BBDO and now works at Jellyfish. In this talk he tackles how to reconcile the two without breaking a brand into a thousand unrelated pieces.

You'll learn why ads don't wear out in testing even though Meta says they do, how much attention you really get on TV, YouTube and Facebook, and why combining channels pays off. Roach sets out five principles for brand building in a fragmented world, sums them up as "big is a collection of smalls", illustrates them with Liquid Death, Barbie and H&M, and closes with how AI helps produce creative at scale.