Tom Morton

Tom Morton

SVP Strategy at R/GA
New York, Estados Unidos

Sumário

I am a New York-based brand and marketing strategist and creative industry leader who sets the future direction for brands, and how this plays out in innovation, action and communication. I tend to work with challenger, media and entertainment brands. My recent experience includes Google, The Coca-Cola Company, The Museum of Modern Art, YouTube, Live Nation, Dos Equis and Pledge Music and, when I worked in Europe, adidas, PlayStation, Sony and Virgin Mobile.

My work often extends into media and popular culture. I have covered Superbowl advertising for The Guardian, turned my Twitter feed into a book published by Random House, and I sit on the advisory board of Wharton Business School's Future of Advertising Program. I have been a political pundit for the BBC and The Guardian and advised Tony Blair's New Labour party.

I am a leader of different specialists: innovation strategists, digital strategists, social media community managers, content strategists, and user experience and data analytics specialists. I'm equally at home on the leadership team of a start-up, on the executive board of a $100m+ agency, or teaching millennials how to get ahead in creative industries.

I have helped build businesses through new client wins, winning over $20m revenue for Havas New York in 2012; launching new business units, such as Havas's Shared Owned & Earned Media unit; and developing marketing campaigns with huge ROI: I have won gold advertising effectiveness awards for Dos Equis and Virgin Mobile.

My experience includes:

Advertising effectiveness, measurement and ROI
Brand positioning, brand strategy
Challenger brands
Creative campaign development
Disruptive strategies
Global branding and global advertising campaigns
Innovation
Marketing strategy

Digital media
Social media, especially Twitter

Agency start-ups
Creative agency management
Innovation businesses
Modernizing creative businesses
Talent management in creative industries

Positions

SVP Strategy
R/GA
February 2016 - Present (4 anos 6 meses)
I lead the strategy department of R/GA's flagship New York office. Talent management, insight-driven communications campaigns, digital marketing, brand strategy and product and service development for the connected age.
Chief Strategy Officer
Strategist-at-Large
April 2014 - Present (6 anos 4 meses)
Strategy consultant working at the sharp edge of the brand advice business, working on the future direction of a $3bn US retailer and the launch of a European luxury brand into the Chinese market.
Media assignments include being a keynote speaker at Contagious Magazine's annual Future Flash conference, hosting a radio show on Wharton Business School's Sirius XM channel and chairing the national judges for the 4As Jay Chiat strategy awards.
Director of Strategy
New York, Estados Unidos
May 2014 - February 2016 (1 ano 9 meses)
Member of the leadership team at strategy and innovation consultancy Co:Collective.
I lead deep strategy and innovation assignments for clients including Coca-Cola, Google and The Museum of Modern Art.
Head of Strategy and Associate Partner
San Francisco, Estados Unidos
April 2013 - April 2014 (1 ano)
Launching the New York office of Goodby, Silverstein & Partners, Adweek's agency of the decade. Building a next-gen creative agency that makes stuff that people care about. Working with Comcast, Google, PledgeMusic, YouTube.
Chief Strategy Officer
Havas Worldwide
September 2011 - March 2013 (1 ano 6 meses)
CSO for the head office of Havas's flagship creative agency network. Joint CSO for Havas Worldwide North America. Built the agency's strategic offering, from brand planning to analytics, digital, social media, UX, communications planing and content strategy. Lead a 50+ team of analysts and strategists. Launched a 20+ person Shared Owned Earned Media Unit to bring rigor and expertise to social media and content marketing.
Lead advertising and digital communications strategy development for major brand owners including Heineken, Charles Schwab, Intel, Kraft, Merck.
Won new business pitches: New York Life, Atlantic City, Live Nation, Intel, Asus, Dreamworks. Member of agency leadership team.
Thought leadership: advisory board member of Wharton Business School's Future of Advertising Program; member of 4As strategy committee; chair of judges for 4As social media awards; speaker at OMMA Data Conference; writing for The Guardian and CNBC.com
Won a gold award for long-term advertising effectiveness at the 2013 Effie awards for Dos Equis beer.
Chief Strategy Officer
Publicis
September 2010 - July 2011 (10 meses)
Leading integration and contagious ideas across Publicis UK agencies. Harnessing the strategic talent across the group for clients. Developing our practice around contagious ideas and earned media. Left to move to the USA with my wife.
Executive Planning Director
TBWA London
February 2005 - August 2010 (5 anos 6 meses)
Strategic leader for TBWA London. Led a team of 30+ strategists, including brand planners, CRM planners, digital planners and communications planners. Advised clients including adidas, the Army, GSK, Mars, McDonald's, Nissan, PlayStation and Sony on brand strategy and creative campaign development. Won new business pitches for GSK, Haagen-Dazs, McDonald's and Sony Retail. Oversaw integration of TBWA with sister agencies Tequila and agency.com. TBWA was Ad Age and Adweek's agency network of the year, Fast Company's Top 50 Most Innovative Companies 2009, Fast Company's Innovation All Stars 2010.
Deputy Planning Director
Montevideo, Uruguai
August 2001 - January 2005 (3 anos 5 meses)
Joined the board at 27. Strategic planning lead on a range of Virgin brands - Mobile, Atlantic, Megastores. Helped to grow Virgin Mobile from a discount mobile network with one million customers to a youth-focussed network with three million customers. Won Gold, Best Paper, Best Client and Agency Of The Year at the 2004 IPA Advertising Effectiveness Awards.
Planner
DDB London
September 1996 - August 2001 (4 anos 11 meses)
Trained as a planner in the home of planning. Worked on Reuters, New Labour, Sony, Barclaycard, Guardian Newspapers, Milk Marketing. DDB London was Campaign's agency of the year, the IPA Effectiveness Awards agency of the year and top ten in the Gunn Report of creative awards.
Account Executive
Square Mile Communications
1995 - 1996 (1 ano)
Junior position at Square Mile financial PR, managing company results announcements and relationships with the financial media. Sent a LOT of faxes.

Educação

BSc, Politics , First class honors

1992 - Present (28 anos 7 meses)
Studied for a BSc in Political Science. Specialised in US politics, international relations, political theory and Thatcherism.

A-Levels, Economics, History, French , AAB

1986 - Present (34 anos 7 meses)

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