Television never asked for a new execution every week, which is why the brief changed
PrincipleBrand Strategy
Television never asked for a new execution every week, which is why the brief changed
The volume demand is a platform behaviour, not a general trend. TV channels could have asked brands for a new execution every week and never did. The platforms do, and that turns communications into a logistical exercise with production bottlenecks, cost implications and a brand-coherence risk on top.
Source
The WARC Podcast - Four marketing frameworks you need to know (2026)
Tom Roach (VP, Jellyfish / Brandtech Group), interviewed by David Tiltman (WARC)
00:25:36-00:28:46, Tom Roach on The WARC Podcast, April 2026
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