Troy Hitch on his existential moment, and not believing in one big idea

May 02, 2025

At a show dominated by data stacks and automation tools, Troy Hitch stood out. Not because he was louder, but because he was thinking smaller. Or rather, smaller and smarter.

“” said Hitch, Global chief creative officer of RAPP, when The Drum caught up with him at Possible. “I don’t believe in this stinky, big, high-flying stuff. I like it. I think it’s interesting. And I really respect people who can come up with those kinds of ideas. But those don’t sell cars.”

Instead, he’s spent years developing what he calls "A Million Little Big Ideas" – a philosophy built around the belief that meaningful brand experiences happen in small, well-timed moments that add up to something much bigger.

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