Troy Hitch, Global Chief Creative Officer at RAPP, talks about the evolution and future of branding with our president, Steve Gilman.
Branding has never stood still, but the pace of change today is unlike anything the industry has seen before. What used to center on a single big idea has evolved into something far more nuanced, responsive, and personal.
In this episode, we speak with Troy on how branded content has evolved since the early days of YouTube and what it means to build a brand today. Not around a single big idea, but through a million small, personal signals delivered at just the right time. We also dive into creative leadership, the importance of building trust within teams, and why ego (the good kind) still has a role to play. Troy offers a thoughtful perspective on what it takes to lead in a fast-moving industry—and why putting people first is key to building brands that matter in the moments that count.
