If > Then
is the name of my one person consultancy.
David Broad is the name of the one person who works at If > Then.
WHAT I DO & WHY
I work with brands and agencies to bring brand, creative and media together. I like to solve for the whole so that the parts can 1) do their individual jobs well and 2) collectively deliver success.
3 WAYS TO HIRE ME
If > Then Classic
For agencies developing work that needs direction, structure & cohesion across objectives, audience, messaging & channels, over time. Also for brands managing campaigns that require integration between marketing strategy, creative development and channel planning.
A proprietary formula of 20+ years of comms-marketing-media-brand-creative strategy that comes ready to mix with you and your team. If you are asking who, what, when, where or why questions, I can help answer them.
How you buy it
Units of time for sale, in 3 quantities:
- > Short term: a pitch or quick turn deliverable
- > Medium term: a campaign or strategic project
- > Long term: when you need a human but can’t hire a whole one
If > Then Concentrate
For agencies with a comms strategy remit and a deadline.
A high dose, fast acting version aimed at treating drowsiness, congestion and headaches associated with developing and applying communications strategy.
If your team can’t crack it, your comms strategist is stuck, a client is swirling, IATs don’t get it, or it needs to get hit with a hammer, I can help.
How you buy it
Fixed cost, one day sprints. Show me what you have, tell me what’s going on and I’ll tell you straight-up what I think, what I’d change, and how I’d proceed.
If > Then > Then What
Hands-on traditional media planning and buying for select clients. TV, Publisher, OOH, Audio.
When speed matters and you don’t have the resource or time, I have the experience and connections to get it done.
How you buy it
You’re not buying my time. You’re paying a commission.
MY WORK COMES IN MANY FAMILIAR SHAPES
Who > What > When > Where > Why
Understand people and how to communicate with them
Sync up ideas and channels against desired outcomes
Architectures to help give order to the chaos
Direct and orchestrate downstream work
Concepts & provocations to help break through
Level up your people and capabilities
Channels, timing, investment, RFPs, IOs
IF THEN AXIOMS
If the opposite of your strategy is stupid, then it’s not a strategy.
If a glass is half full or half empty, then the glass is twice as big as it needs to be.
WHAT I’VE DONE LATELY
- Scribd
- Comms strategy, media planning and offline media buying (OOH, podcast and publisher partnerships) for 2026 Back to School campaign
- Crispin
- Strategy for Athletic Brewing, GOT: Dragonfire (Win) + 2 [redacted] pitches
- Uncommon + Chobani
- Comms strategy, comms planning and OOH buying for 2026 World Cup + USSF campaign
- Uncommon + Meta
- Comms strategy for 2026 Meta Glasses launch
- Uncommon + White & Case
- Comms strategy sprint
- Ogilvy + TJ Maxx
- Comms strategy for 2026 brand marketing
- Ogilvy + Verizon
- OOH comms planning for 2026 Fios campaign
- Ogilvy + Northern Trust
- Comms strategy sprint
- Multiply + Coca-Cola
- Comms strategy, media planning and buying (OOH, CTV, local linear TV, TV sponsorships, creator partnerships) for Fresca Mixed and Minute Maid Spiked summer 2026 campaigns
- Scribd / Everand
- Comms strategy, creative strategy for 2025 relaunch of the Everand brand
- Mirimar + Rocket
- Comms strategy for 2025 Super Bowl campaign
- Braze
- Brand strategy, comms strategy, comms planning for 2025 B2B marketing
- FundamentalCo + Olaplex
- Comms strategy for 2025 integrated brand marketing
- Slap + SeatGeek
- Comms strategy, audience segmentation for 2025 marketing planning
- M&C Saatchi
- Strategy for USSF pitch (Win)
WHAT I DID BEFORE THAT
- Spotify
- Global Duo Launch|Brand, marketing & creative strategy
- Spotify
- Global Family Relaunch|Brand, marketing & creative strategy
- Spotify
- Global Kids Launch|Marketing strategy
- McCann + SSGA
- Fearless Girl|Comms strategy
- McCann + Office Depot
- Coworker Collection|Comms strategy
- McCann + National Geographic
- Genius|Comms strategy
- McCann + MGM Resorts
- Universal Love Songs|Comms strategy
- Anomaly + Jolly Rancher
- Keep on Sucking|Comms strategy
- PHD + Google
- NY Times 36 Hours|Media partnership
- PHD + Google
- Disney Blank|Media partnership
- The&Partnership + PBS
- TV Gone Wrong|Comms planning
CREDS
- Agency Experience
- Head of Comms Strategy at McCann, Anomaly, PHD / Google
- Brand Side Experience
- Global Marketing Strategy Director at Spotify
- Agency Clients
- Ogilvy, Uncommon Studios, Mirimar, TBWA\Chiat\Day, FundamentalCo, Crispin, Multiply, Slap, FCB, M&C Saatchi
- Brand Clients
- Meta, Netflix, Scribd, Braze, Ace Workflow (advisor)
- Trophy Case
- Media Plan of the Year, Effies, Chiats, Pencils, Clios, Lions
- Human
- Interests include science fiction, golf, soccer, parenting, empire building, and video games that simulate science fiction, golf, soccer, parenting and empire building.
WHAT PEOPLE SAY
Hands down one of (if not THE) best in the business at what he does. I’ve learned so much from this brilliant guy - anyone in the market for wicked smart comms strategy should have him on speed dial.
You’re a legend and completely changed the way I approach strategy. It takes a brilliant mind to make the complicated dumb simple. All my brand peeps out there, hit up David Broad.
If David Broad is available, then one should engage him in whatever amazing kerfuffle one is challenged by.
If you’re in the game, then things get a lot more interesting. (Actually they get much, much simpler, but that’s a less provocative endorsement).
Dave is hands down the best comms strategist I’ve ever worked with.