Speaker Profile

Tom Denford
Chief Executive Officer, North America / ID Comms Inc.

Tom Denford is one of the world’s most trusted advisors to senior marketing and procurement leaders on navigating media and digital transformation.

With more than 20 years’ experience in the marketing industry, which covers senior global roles in creative and media agencies, Tom co-founded ID Comms in 2009, with ambition for the company to be the world leaders in helping advertisers’ media investments continually work harder to drive business growth.

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 is a strong advocate for greater transparency in advertising and was an advisor to the ANA’s 2016 Media Transparency investigations.

Tom holds a degree in Law (LLB) from London University, is an associate of the Management Consultancies Association (MCA), an Associate Lecturer for the Marketing Communications Masters MA at the University of Greenwich, a guest Marketing Lecturer for the MBA class at NYU Stern in New York and frequently moderates conferences panels, sit on award juries, and provides press commentary on trends in the global media industry.

Tom is the author of the 7Ts®, a strategic framework used by CMOs to empower their brands with a competitive advantage in media. The 7Ts® prioritizes areas of meaningful change for CMOs but highlighting where and how media impact can be increased.

Working alongside the World Federation of Advertisers, Tom authored the WFA’s white paper “Global Agency Remuneration Trends and the Use of Performance Metrics” and also published a white paper with WARC called “Media Transformation: How to Take a New Approach to Media, Fit for the Digital Age.”

In 2018 Tom founded the Global Media Council, a forum for the world’s leading client-side Media Directors to connect, share and learn from each other and to promote the function of media executive leadership.