Tom Denford is one of the world’s most trusted advisors to senior marketers and procurement leaders on navigating media and digital transformation.
Prior to founding ID Comms in 2009 with ex-Nike media director David Indo, Tom had held global strategy roles at major media and creative agencies, including Carat in London and JWT in New York.
Since 2009 Tom has steered ID Comms expansion as ‘the media change’ consultancy – committed to help advertisers focus their media investments on driving a business outcome, structure internally with the right knowledge, process and tools and to work productively with the best media agencies.
He is a committed educator, designing and presenting media training to marketers of all levels. Tom has trained hundreds of marketers around the world (London, New York, Shanghai, Paris, Sao Paolo and elsewhere).
Tom is the author of the 7T’s® – a strategic framework for CMOs and Media Directors to guide their organisations through media transformation, improve marketing ROI and find category advantage.
In 2016, Tom contributed to the ANA’s Media Transparency Report authored by K2 Intelligence and worked alongside the World Federation of Advertisers to develop the white paper “Global Agency Remuneration Trends and the Use of Performance Metrics”.
Tom holds a degree in Law (LLB) from London University, is a member of the Chartered Institute of Purchasing & Supply (CIPS) an Associate Lecturer for the Marketing Communications Masters MA at the University of Greenwich and a regular on media panels, award juries and trade press opinion.
You can find Tom and David every week on their YouTube show #MediaSnack – which gives marketers the information and perspective they need to keep on top of the major global media industry trends and issues.
