A 1980s four-channel mantra is being asked to carry a millions-of-assets problem
PrincipleBrand Strategy
A 1980s four-channel mantra is being asked to carry a millions-of-assets problem
The mantra behind lots of littles is borrowed and older than the problem. Big as a collection of smalls came from BBH in the 1980s, a world of TV, radio, press and posters. Roach's scale point: a big multinational with hundreds of brands could now be making several million things a year, before translation, transcreation and adaptation.
Source
The WARC Podcast - Four marketing frameworks you need to know (2026)
Tom Roach (VP, Jellyfish / Brandtech Group), interviewed by David Tiltman (WARC)
00:28:46-00:32:41, Tom Roach on The WARC Podcast, April 2026
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