The Generic Generalist

Don’t start in service. @uncommon_studio

@janthonylong @that1dood I don't dismiss entirely. But taking the Guinness Surfer ad example. It happened when you sort of had to sit through it during commercial break. Now if I'm hooked to a computer session doing my work for testing service, my mind is in a different space; it might backfire

@that1dood Testing is tricky, though. The Guinness Surfer spot tested horribly.

I know people keep dunking on Accenture Song, but what was the client brief? What was the feedback on this? Who made the final call?

Work expands to fit the technology available.

@tomfgoodwin Being very honest, with distribution in place, you can dominate a market with average product, with average competitors and the consumer will be pretty much have to buy it. Glad this product is a great surprise. Offline retail is still the king

Apparently this brand did lots of influencer marketing, PR push, ads and stuff I just saw it in Costco , thought the packaging was great, & liked the taste a lot Prob the three most vital things in marketing are distribution, packing and product. But it's never spoken about

@tomfgoodwin hahaha I'll start paying attention what I get. Proof that I have no recollection, it's all plain landscape

Can someone tell me why we've got the most advanced Adtech ever, but my ads right now are for drug rehab centers and women's orthopedic shoes and I think camping equipment but am not sure.

@tomfgoodwin Likely a combination of: • Company isn't doing well • Bosses don't know/can't verbalize the issues • Don't trust staff's opinions • Hire a well known consulting company (logical) • Follow their steps; after all they are the experts

Does anyone actually see value from McKinsey, BCG etc. Time and time again clients come to me after being forced to work with Consultants and finding their work is terrible, obvious, useless, outdated, generic and expensive. But maybe thats a sampling bias?

Got a new column in the Drum, watch out for it.

@tomfgoodwin Google's Veo 2 is the most promising so far: youtube.com/watch?v=G9RDHs…

What are some of the most impressive videos made entirely by AI ? And by which model?

@janthonylong Shift the understanding that personalized targeting, A/B Testing, and all the performance marketing playbook from the last 10 years also doesn't work. And it is possible to build big awareness even today, we've all seen Wix.com, Squarespace, and Better Health ads

I still don't think we understand the long-term ramifications of a targeting-first approach. The brands that have been built over decades by fame are coasting on the echoes of previous brand building work. What happens when they run out of gas?

@adoseofjohn Am I the first Like? Wow, Twitter is really dead

Hot tip - when you see the executive spewing regurgitated McKinsey speak like this at your company - start looking for a new job. Things aren't going to get better because the strategy infection has begun.

Pretty sure there is a positive correlation between how good a company is at Marketing and how simple there plans are. Apple = Do the simple things that matter well. 17th biggest DTC Sneaker brand = AI based predictive analytics to create personalized context specific ads

@UncensoredCMO @jmckinven Well deserved! It's always high on my list of weekly downloads

Here’s compound interest in a nutshell. It took me: 3 years to hit 100,000 1 more year to hit 500,000 6 more months to hit 1,000,000 Thanks @jmckinven

@tomfgoodwin Anything new and creative will be uncertain; as obviously as it sounds. If we can prove it will work, it is because someone did it before

What if we could make something that was way better but we couldn’t prove it was. We're obsessed with measuring not mattering.

@VikkiRossWrites @tomfgoodwin Vote for Ripley ^

@tomfgoodwin Anatomy of a Fall - Amazon Ripley - Netflix And if you’re after something really light, A Family Affair on Netflix is a bit of fun

What's a good show / film to watch on Netflix / Amazon in the UK. Why is it so hard to find good stuff? Loved the gentleman. Sorry to miss use Twitter

@janthonylong "Considering marketing communications' evolution towards an assemblage of actors understanding, predicting, and co-creating communication in the echoverse, we integrated communication theory and theories of marketing communications, resulting in a typology" It doesn't make sense!

(incredibly silly article here.) hbr.org/2024/06/the-ne…

@davetrott The corporate world is a game of networking and relationships, skills are in a far third place

The illusion is that because people are in charge, they must be more intelligent. Repeat, this is an illusion

@tomfgoodwin This! For this value alone, advertising is already worth it. So your brand has a fighting chance when the time is right. Buying tires for example

He's also part of the crowd that things ads need to be interesting or even properly noticed or understood to "work" I bought Continental tires only because I've seen their logo a lot. I know NOTHING about them. But I know they probably don't make utterly crap tires or they'd probably not do this.

I don't think I've ever met a person in Tech that got a sense of how advertising works. This is Elon today. Ads don't work by showing you something you want. - They make you want things you didn't before - They broadcast confidence - They reassure you that it's worth paying extra. - They remind you to rebuy something you've run out of - They explain to you what owning that item, says to other people - They remind you that they they exist - They make you fee good about what you just bought - They make you feel wrong for not liking something - They tell you about something you don't know exists. - They create desire for the category - They provide subconscious reassurance which makes you buy stuff you can't explain...... .. .... ........ and about 20 other dynamics people the tech side of the world fails to understand these days

@tomfgoodwin Each passenger gets one carry-on item on the plane. Not a backpack+suitcase, definitely not a purse+backpack+suitcase. It's on the airlines to be more strict

Taking your bag on the plane should be a luxury you pay for , not checking it in Its all got wildly out of hand and is ridiculous. Not moaning. Just saying the whole charade of people stuffing their worldly possessions into overhead bins and fighting is spectacularly dumb

@tomfgoodwin I'm always right to my AI. It's a real ego boost

People talk about hallucinations but the big problem for me is that Generative AI is incapable of saying" I don't know" So it just flip-flops based on you saying it's wrong

@leeclowsbeard The exercise of knowing what you want is hard and demanding. Hence it's easier to just say you want a solution "figure it out, you are the agency!"

The first and most often overlooked step in creative problem solving is creative problem framing.