CEO, North America
Tom Denford is one of the world’s most trusted advisors to senior marketing and procurement leaders on navigating media and digital transformation.With 20 years’ experience in the marketing industry, which covers senior global roles in creative and media agencies, Tom co-founded ID Comms in2009, with ambition for the company to be the world experts in maximizing media value and performance.
Prior to founding ID Comms, Tom was Global Head of Communications Planning at media agency Carat and before that worked as Director of Communications Planning at creative agency JWT in New York. Since founding ID Comms, Tom has focused on innovating the productivity of the client / agency relationship, most notably how media resource is organized, how agencies can work better together and how resources should be paid for.
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.
Tom is the author of the 7Ts®, a strategic framework empowering brands to realize competitive advantage in media by identifying the 7 critical media behaviors of successful marketers.
Working alongside the World Federation of Advertisers, Tom also authored the WFA’s white paper “Global Agency Remuneration Trends and the Use of Performance Metrics” in 2014.