Cole Moir
VP of Brand and Digital Marketing
TCL North America
Also available as audio
Challenger brands can't afford the luxury of scale-and-see experimentation that large competitors can deploy. Success requires deeper audience understanding upfront—which means starting with rigorous research and measurement before creative execution, not after.
Media strategy and creative strategy are not sequential; they must work in harmony. Use media planning to map where your problem can be solved, then build creative assets designed for those specific attack vectors—not the reverse.
Measurement infrastructure isn't a reporting function—it's a strategic enabler. Without it, blind spots persist unchecked. Establish benchmarks, track category trends, and monitor signals outside your category to identify where real impact can be driven.
Conversation 115
is the Vice President of Brand and Digital Marketing at TCL North America. He's built partnerships with NFL, Call of Duty, and the International Olympic Committee, launched a direct-to-consumer channel, and put measurement at the center of everything to connect culture to commercial results. This is a conversation about what it really takes to make a challenger brand punch above its weight.
Cole Moir, The Strategy Behind TCL's Rise: Culture, Data, and Challenger Thinking at TCL North America
Cole Moir
OFFBounds Source · 115VP of Brand and Digital Marketing · TCL North America
