Executive Vice President Global Strategy, FCB Global
A native Belgian and Chief Strategy Officer Nigel Jones’ right hand man, Tom Theys travels the FCB network to coach and inspire local strategy teams. He helps to build bridges between countries and regions with a focus on Asia Pacific, South-East Asia and Europe.
Tom’s 20 year career started client side at FilmNet, Canal+, VTM and MTV. After winning a national copywriter’s contest in 2003, Belgian boutique agency Duval Guillaume asked him to switch sides. During his tenure there, Tom was involved in 22 new business wins and 7 Effie award wins. In 2009, he became managing partner and head of strategy at Publicis Brussels where he worked for clients such as Nescafé, Renault, BNP Paribas, and Minute Maid.
As a hybrid copywriter-planner, Tom has won both creative and effectiveness awards and is a strong believer that an agency’s first and ultimate role as communication partners should be harnessing the power of brands to influence people’s behavior.
"Behaviour Change is the New Black (and Gold)"
Advertising is increasingly marginalised and we have lost influence in the boardroom. It’s our own fault. Too preoccupied with attitudes, perceptions, likability or simply being cool. Too focused on what can be easily measured, not what is really important. Often still believing that Attitudinal Change must precede Behavioural Change. We’ve lost sight of what matters and we’ve lost faith in what we can really achieve – changing consumer behaviour and, in doing so, affecting our client’s bottom line. We should be focusing wholeheartedly on Behaviour Change rather than noncritical intermediary measures, and we should be measuring what matters rather than what comes easy – and with modern tools and commitment, we can.
Using stories from our past and the most creatively awarded campaigns of the present, FCB’s EVP Global Strategy Tom Theys will show that when Behaviour Change is at the heart of our thinking and briefs, it generates more creative, more effective work.