Category entry points are what replaces the message on a creative brief
PrincipleBrand Strategy
Category entry points are what replaces the message on a creative brief
Roach left rational persuasion out of the modified funnel deliberately. He does not think it is always wrong, but considers it badly overemphasised, particularly in pretesting models. What he is persuaded replaces the message is category entry points - and he concedes they end up looking a lot like messages once they reach a creative brief.
Source
The WARC Podcast - Four marketing frameworks you need to know (2026)
Tom Roach (VP, Jellyfish / Brandtech Group), interviewed by David Tiltman (WARC)
00:23:32-00:25:36, Tom Roach on The WARC Podcast, April 2026
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