Power of Print 2025 – Ben & Tom, Join The Dots & Herdify

Ben Briggs – Managing Partner, Join The Dots
Tom Ridges – Founder, Herdify

Influence is not abstract – it’s traceable, targetable and, with the right tech, scalable. This joint talk explored how Herdify uses behavioural data to map the hidden networks that drive decisions, while Join the Dots turns that intelligence into addressable, measurable media strategies. Together, they unpacked the “algorithm” that moves people to act, and show how it’s being used in mail campaigns that balance emotional resonance with data-led precision.

With over 18 years of industry experience, Ben leads the award-winning Join the Dots media agency and oversees communications and culture at the Salocin Group Board.He is a founding member of the DMA Media Council, a member of the SMP Board, and a Fellow of the IDM. Ben has served as a judge for the DMA Awards five times and contributed to winning teams for the RSPCA and Jaguar Land Rover. Passionate about team fulfillment and training the next generation of media planners, he completed the Mark Ritson Mini MBA in the global top 200 and holds an ILM Level 4 in Leadership and Management.

Tom Ridges doesn’t buy the hype around digital-first everything. As founder of Herdify, he’s on a mission to prove that real marketing power lies in human behaviour, specifically, the hidden influence of offline communities. A former Microsoft-er turned startup founder, Tom now leads Herdify in using AI and behavioural science to model how influence spreads in the real world, just like a virus. The result? Disruptive brands and charities like Who Gives A Crap, Abel & Cole, and the RSPCA are cutting waste and getting more impact from every pound.

Listen to the audio recording of the presentation by clicking play in the below bar.