Creative fragmentation - the creative twin of a media problem the industry documented years ago
PrincipleBrand Strategy
Creative fragmentation - the creative twin of a media problem the industry documented years ago
Creative fragmentation is the phrase behind lots of littles. Media fragmentation had been documented for years; when Roach searched WARC in 2024, nobody had written about the creative equivalent - the same splintering applied to the number of executions, styles and treatments a brand now has to produce.
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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