About me
Co-founder and strategic leader for ID Comms, an innovative global media consulting company.
An award winning communications strategist with 20 years of valuable experience in the media and communications business.
I have worked with a host of the world’s largest and most ambitious brands and their media and creative agency networks.
Key previous roles: Global Head of Communications Planning at Carat and before that worked as Director of Comms Planning at JWT in New York.
In 2009, co-founded ID Comms, a modern communications consultancy, now with a global reach. We inspire and power great marketing performance for our clients.
I'm very driven to innovate and improve the productivity of the client / agency relationship, most notably how media resource is organised and briefed, how agencies can work better together and how external resources should be paid for.
I am an Associate Lecturer for the Marketing Communications MA at the University of Greenwich and a regular on media panels, award juries and trade press.
Co-author of "The Guide to Agency Remuneration", available for free iPad download on iTunes.
Specialties: Media Strategies, Media Value Chain, Marketing Procurement, Media Procurement, Media Governance, Agency Performance Evaluation, Supplier Search and Selection, Agency Reviews, Media Agency Pitch, Pitch Management, Communications Strategy, Business Consultancy, Agency Remuneration, Value based compensation, Media Supply Chain, Business Development, Agency roster management. Media performance, Media Productivity.
Talent you might be interested in
Positions
CEO, North America
With 20 years’ experience in the marketing industry, which covers senior global roles in creative and media agencies, Tom co-founded ID Comms in 2009, with ambition for the company to be the world experts in maximising media value and performance.
Prior to founding ID Comms, Tom was Global Head of Communications Planning at media agency Carat and before that worked as Director of Communications Planning at creative agency JWT in New York.
Since founding ID Comms, Tom has focused on innovating the productivity of the client / agency relationship, most notably how media resource is organised, how agencies can work better together and how resources should be paid for.
Tom holds a degree in Law (LLB) from London University, is a member of the Chartered Institute of Purchasing & Supply (CIPS) an Associate Lecturer for the Marketing Communications Masters MA at the University of Greenwich and a regular on media panels, award juries and trade press opinion.
Tom is the author of the “7T’s Framework” a proprietary model to identify the drivers of media value and performance for brands.
Working alongside the World Federation of Advertisers, Tom also authored the WFA’s white paper “Global Agency Remuneration Trends and the Use of Performance Metrics” in 2014.
Key Previous Roles
• Aegis Media – Global Head of Communications Planning
• JWT New York – Communications Planning Director USA
• Mediaedge:cia – Global Business Development Director