An interview with Tom Roach and Grace Kite
Tom Roach, Grace Kite
An interview with Tom Roach and Grace Kite
Tom Roach
“Tom is a unique individual because he is an expert in effectiveness but uses it to help brands be more creative rather than be inhibited because of it”. That’s a quote from Colenso BBDO’s Head of Strategy, Rob Campbell and that’s saying something. With 20+ years’ experience in some of the world’s best communications agencies, Tom is one of the most awarded advertising strategists in the world, with multiple Gold IPA Effectiveness awards to his name.
Grace is a business economist who’s worked on hundreds of MMM projects, learning about how to get growth in different categories, and coaching marketing people on how to put their numbers to good use and tell stories that enable change. In 2010 Grace founded Magic Numbers which does analytics and econometrics in a way that’s human and down to earth but always bang on and bang up to date. In 2023 she founded Magic Works, which offers practical no-nonsense, training on what works in marketing and how to convince stakeholders to do the right thing. Grace is a columnist at Marketing Week and WARC, and a regular speaker on marketing effectiveness. She has a PhD in Economics, 14 IPA Effectiveness award winners, including the Grand Prix in 2022, and was chair of technical judges in 2020 and 2022.
