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.

“I’ve had a chip on my shoulder for a long time,” 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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