ID Comms Team Members

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 in 2009, with ambition for the company to be the world experts in maximising 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 organised, 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 “7T’s Framework” a proprietary model to identify the drivers of media value and performance for brands.

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. 

 Key Previous Roles

• Aegis Media – Global Head of Communications Planning

• JWT New York – Communications Planning Director USA

• Mediaedge:cia – Global Business Development Director 

David has spent the last 20 years helping brands solve their marketing challenges, both from an agency and client perspective.

Most recently, until early 2009, David was President of Global Clients at Aegis with leadership responsibility for some of Carat’s flagship accounts; adidas, Coca-Cola and Diageo. Prior to that David spent eight years working for two of the world’s most sophisticated marketing organisations, firstly at The Coca-Cola Company and then at Nike.

Whilst at Coca-Cola David was responsible for upgrading TCCC’s media product across the Middle East and Africa division. By designing an entirely new approach to working with Coke’s agency network, David drove annual media productivity up by 8%, with volume sales growing by 15%.

During his five years at Nike, David managed an annual media budget of $200m, an agency network spanning 27 countries and led the brand communications process for key global initiatives including FIFA World Cups, Olympic Games and the ground-breaking launch of Nike+.

David’s background means he really understands the pressures that senior marketers face within large brands and he appreciates the dynamics of their agency relationships and, crucially, knows what is required on both sides to get the best results.

Key Previous Roles

• Aegis Media – President Global Clients

• Nike – Media Director - EMEA

• The Coca-Cola Company – Media Director – MENA