@tomroach

7.2K posts

@tomroach

@tomroach

@tomroach

Brand and communications strategist. VP Brand Strategy at Jellyfish Global https://t.co/NRNzw1DYT7 https://t.co/bsWaPuyt73

Work London, live Cambridge Katılım Ocak 2009
1.8K Takip Edilen12.3K Takipçiler
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@tomroach
@tomroach@tomroach·
There’s a new ‘share of’ in town. ‘Share of model’. A new marketing metric for the GenAI age. Includes a bit of history on the ‘share ofs’ it follows on from: share of market, share of voice, ESOV, share of search. marketingweek.com/tom-roach-shar…
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@tomroach
@tomroach@tomroach·
Keen to see ad IDEAS that have been AI-generated. NOT content that has been executed/produced with AI. MUST have a discernible IDEA. ZERO or near-zero human contribution to the ideation. It’s a spectrum, but most AI ads are human idea, AI production still. Please share!
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Matthew Daniell
Matthew Daniell@marketing_bloke·
@tomroach @emollick I don’t think it ever really was, it was a useful framework for us to grasp what likely mattered. Context management.
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@tomroach
@tomroach@tomroach·
@tomfgoodwin I feel like the quantity of ‘100 best prompts’ snake oil content here has diminished a bit recently, crowded out by ‘this is how I orchestrate my army of agents to optimise my workflow’ stuff? Maybe just my bubble?
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@tomroach
@tomroach@tomroach·
@shaneoleary1 Also, didn’t the FT kill off the Madmen in favour of Mathmen back in 2015?
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Shane O Leary
Shane O Leary@shaneoleary1·
'Fast talkin, hard drinkin, suit wearin ad men who don't know how to use a computer'
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Shane O Leary
Shane O Leary@shaneoleary1·
When people in other industries read about their space in the FT, is it also so cliched and trite? This reads like someone asked an LLM to generate the most basic intro to a piece about agencies that it could.
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@tomroach
@tomroach@tomroach·
@tomfgoodwin It being B2B is probably central (ie work is less interesting than life). But mostly people are just really bad at writing LI posts. They think it’s about showing off. But they forget that’s not useful or entertaining for the audience. They forget what’s in it for others.
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Tom Goodwin
Tom Goodwin@tomfgoodwin·
It's Common for a popular Tweet to have about 10,000 comments, and 50,000 likes. Same with Reddit, Facebook, YouTube, Substack. I don't think I've EVER seen a LinkedIn post with 1/10th of that. It's a site that seems to suppress things that perform well It makes no sense
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Austen Allred
Austen Allred@Austen·
I’m reminded of a story a friend told me from the early days of the dotcom boom when he got the chance to shadow the top salesperson at the hottest company in Silicon Valley. He said the guy literally just picked up the phone when it would ring and wrote down the orders.
Vaibhav Sisinty@VaibhavSisinty

Anthropic is valued at $380 billion. For nearly a year during its fastest growth period, their entire marketing operation was one guy. Austin Lau, a non-technical growth lead, was running paid search, paid social, email & SEO completely solo. Just Claude Code & some insane automation he built himself without writing a single line of code. Here's the exact workflow: - Export ad performance CSVs into Claude Code - AI flags what's underperforming - Sub-agent 1 writes headlines - Sub-agent 2 writes descriptions - Figma plugin auto-swaps copy into 100 ad templates - MCP server pulls live Meta data to close the loop Output went up 10x. Creation went from 2 hours to 15 minutes. Conversion rates beat industry average by 41%. This isn't AI helping a marketing team. This is one person replacing what used to be a 50-person department.

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@tomroach
@tomroach@tomroach·
Write a couple of posts about AI and your condemned to getting served ads like this. That headline, just wow.
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@tomroach
@tomroach@tomroach·
PSA: that viral AI thing probably isn’t actually a movie/song/artwork/whatever, it’s a tech demo.
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@tomroach
@tomroach@tomroach·
@tomfgoodwin @RobertFreundLaw It’s a standard trope isn’t it, that tech people always think their latest thing will replace the human brain. And then our brains turn out to be vastly more magical and incredible than we realised.
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Tom Goodwin
Tom Goodwin@tomfgoodwin·
@RobertFreundLaw Very little since 2005-10 has been based on scarcity of knowledge. It's based on risk avoidance, guidance, relationships, imagination etc
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Rob Freund
Rob Freund@RobertFreundLaw·
Here again is the popular mistaken idea that lawyers charge a lot because they know the laws and the cases that you don't know. Like we have the textbooks and you don't, and if you just had the right library card, you'd be Neal Katyal or David Boies or whomever. No, you're mostly paying for experience, strategy, creativity, responsiveness, practicality, and many other things. The knowledge itself is far, far down on the list.
hinata@HinataMotivates

Former Goldman Sachs executive: Knowledge is now worth zero with AI.

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Nick Asbury
Nick Asbury@asburyandasbury·
@rorysutherland Not definitive, but Pangram’s AI detector gives that article a 100% AI-generated score
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@tomroach
@tomroach@tomroach·
@tomfgoodwin @markgadala Huge confusion between tech demos and real work. One sells the tech to future users, the other is what’s created by practitioners. Naturally there’s a big lag between 1 and 2. The people selling the tech can’t tell the difference and sell 1 as 2, which confuses everything.
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Tom Goodwin
Tom Goodwin@tomfgoodwin·
@markgadala I would start by asking if you have any knowledge whatsoever of movie making and the industry.
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Mark Gadala-Maria
Mark Gadala-Maria@markgadala·
Just wow. How can anyone argue that AI won't be the future of cinema at this point?
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Ethan Mollick
Ethan Mollick@emollick·
A LinkedIn commentator (I cross-posted this post there) won this, I think. Matrix of agents is the obvious answer! (and it also includes the idea of organizational structure)
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Ethan Mollick@emollick

Lets not call groups of agents "swarms" - it is both terrifying (maybe the point?) & not a useful analogy. Groups of agents should be called teams or organizations. It both describes how to structure them and also how to use them. Don't let the weird AI folk naming win again!

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@tomroach
@tomroach@tomroach·
@tomfgoodwin Ideas are common. Good ideas are rare. Execution is common Good execution is rare. Good execution of good ideas is rare as hen’s teeth.
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Tom Goodwin
Tom Goodwin@tomfgoodwin·
One of the great untruths is the idea that ideas are everywhere&everyone is always having them It's just not true GOOD ideas are really really rare & very very special. There are countless things that should exist that nobody is working on Tech people are completely wrong
Darren Shepherd@ibuildthecloud

If you have a great idea, know that there are 100 more people that had the same idea. And are probably building it. And whoever does it first will be copied in roughly 13 hours. I dunno what were are doing anymore at this point.

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@tomroach
@tomroach@tomroach·
@tomfgoodwin Do not under any circumstances go back to Thomas the Tank Engine. Mean-spirited, nasty and badly written. Great children’s books (eg by Donaldson and Scheffler) flatter the reader by making them beautiful and easy to read out loud like you’re a master storyteller.
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Tom Goodwin
Tom Goodwin@tomfgoodwin·
I always thought I had very very little memory of being a small kid now, but then you start looking at books for a tiny kid and you realize you remember
Tom Goodwin tweet mediaTom Goodwin tweet mediaTom Goodwin tweet mediaTom Goodwin tweet media
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WhatNow
WhatNow@SonnerSounds·
@tomroach Must be constant apology. I just mute them now.
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@tomroach
@tomroach@tomroach·
Whenever we’re watching TV together as a family, and a bad ad comes on, my kids demand that I apologise on behalf of the ad industry, which seems a bit unfair to me. True story.
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@tomroach
@tomroach@tomroach·
A vida presta, Brasil! Fun couple of days in São Paulo with our amazing clients and Jellyfish team. Hopefully I’ll be back soon.
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Keşfet

@marketing_bloke @emollick @tomfgoodwin @shaneoleary1 @aandeddb @BinetLes @Austen @RobertFreundLaw