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Tom Goodwin

Member since January 2015 Contact Tom

  • SVP Strategy and Innovation Havas Media
  • New York New York
  • 10005 USA

Tester

Articles by Tom All articles by Tom

  • This Is NOT A Touchscreen: Business In The Age Of Tech Disappointment in Online Spin on 08/13/2015

    Technology is unleashing itself on every aspect of our lives, progressing relentlessly to bring about more profound changes, more quickly than ever before. Ironically, as is does so, the only thing developing faster than technology is our expectations of it.

  • The Power Of Reimagination in Online Spin on 07/29/2015

    It's amazing how many things we don't question, how many critical assumptions powerfully shape the world around us that are based on muscle memory and reasons that we forget no longer exist.

  • Why The Biggest Debate In Advertising Is Irrelevant in Online Spin on 07/17/2015

    For the last five years, advertising has hosted an ever-louder and more-vicious fight: TV versus digital spend. We've seen the weekly declarations that TV is dead and the counter arguments. I'd say this is an argument that shows a distinct lack of imagination about the near future. The digitization of media has unbundled the content from the distribution mechanism. In the new world, all content becomes digital and the Internet becomes the distribution mechanism for everything - one that moves increasingly into the background. The battle between TV and digital is a false argument, between a distribution mechanism that can't be stopped, and TV content, which will always be loved. Both sides will win.

  • Your Brand's Biggest Competitor: Apathy in Online Spin on 07/02/2015

    Coming back from Cannes, some people are jealous. They see the augmented reality, the glossy case studies, the hacks and the "best ever" results. They rightly think, how is it that I've missed out? Why isn't my promoted hashtag "setting the nation alight" like my competitors'? Why was my NFC campaign a failure, while the category leader's was "game-changing"? A thought: Perhaps we should worry less about everything and focus on literally the only people that count: everybody.

  • Mobile: The Biggest Problem In Advertising in Mobile Insider on 06/23/2015

    I believe advertising has missed the greatest gift we've ever been given: the smartphone. For years it's been my belief that as the time we spend on-screen increases every day, the ads we see on mobiles do not perform as well as expected. Consequently, ads become larger, more interruptive, harder to close -- and more likely to kill my data with video.

  • Mobile: The Biggest Problem In Advertising in Online Spin on 06/18/2015

    I believe advertising has missed the greatest gift we've ever been given: the smartphone. For years it's been my belief that, as the time we spend on-screen increases every day, the ads we see on mobiles don't perform as well as expected. Consequently, ads become larger, more interruptive, harder to close -- and more likely to kill my data with video. There are two big problems.

  • Media Agencies' $25B Bounty For Change in Online Spin on 06/05/2015

    $25 billion worth of media reviews has been announced in the last few months. So is this a statistical anomaly, or a sign that after 20 years of endless talk about change, clients are finally making demands that agencies do so?

  • Ad Injection Could Be The New Ad Fraud in Online Spin on 05/21/2015

    Mobile operators' threat to block online ads in Europe, reported last week, was startling. The assumption was that, jealous of the pie they'd been missing, operators would hold Google up for ransom. This could be the start of a new wave of advertising, one where ads are removed and new ones injected in place.

  • Time To Think About Regulation For Disruption  in Online Spin on 05/07/2015

    Live-streaming app Periscope was banned this week. Both the NHL and MLB have decided that it's not welcome in their stadiums, which - while totally unenforceable - raises another interesting question: If it's OK to Instagram artwork in museums, how do we make up such rules? How do we define these boundaries? While we are kidding ourselves if we think that Periscope viewing of the Manny Pacquiao fight had a demonstrable effect on box-office revenue, we do get glimpses into future quandaries. This is yet another company "disrupting" a marketplace - and in the process, inventing new behaviors, creating new problems and new opportunities at the same time.

  • Mindless Media Is The New Fast Food in Online Spin on 04/21/2015

    In the age of social media, the editor is fast replaced by the algorithm; curation and distribution comes from our friends, not newsstands; and our opinions are further reinforced and entrenched by selection bias. With major elections underway in the U.K. and U.S., with massive changes in journalism and news brands considering Faustian pacts with Facebook, now seems like a good time to discuss this issue.

Comments by Tom All comments by Tom

  • Why Agencies Must Embrace A Millennial Mindset by Jack Skeels (MAD on 09/01/2015)

    Can we please stop all this total nonsense about Millennials.   The big difference is new technology and new behaviors and the new business environment this creates. Yes agencies need to be agile, yes ideas can come from anywhere, yes the canvas of advertising has changed and we need to embrace it in all ways.   But to ascribe this change to an imaginary group of people, who all just happen to be young, and share the same commonalities that all young people ever have since the dawn of time, is to misunderstand everything about the new realities of the world.  What happens to young people is they grow up.     What has changed is technology and general consumer behavior and the new possibilities they create. It's this that we must build our business around, not the whims of the young folk.

  • Your Brand's Biggest Competitor: Apathy by Tom Goodwin (Online Spin on 07/02/2015)

    Hi Julie, these studies are the Havas Meaningful brands study,  see http://www.meaningful-brands.com/

  • That Roar You Hear From Cannes Is The Sound Of Technology Talking by Thom Forbes (Marketing Daily - Top of the News on 06/22/2015)

    We've been obssessing over Ad Tech taking over Cannes for about 5 years now. Even back in 2007 many/most of the largest Penthouses were taken over by tech companies, arguably it was the 2005-2007 period that saw most change.And let's keep some perspective here, we keep talking about change, making changes not so much.

  • Mobile: The Biggest Problem In Advertising by Tom Goodwin (Online Spin on 06/18/2015)

    I don't think it's that hard Ed, I think the starting point for these new canvases is looking at how people use them and how the brand can add value to people at that point. Forgetting everything that ever existed before shouldn't be too hard. 

  • Mindless Media Is The New Fast Food by Tom Goodwin (Online Spin on 04/21/2015)

    Thanks David, I agree that USA Today Style Infographics are the spawn of such behavior, but at least the crap of that age was surrounded by other stuff, that once you bought the paper, you'd read. My issue is now we flip from story to story, we get jump from mindless crap, to more mindless crap. Our attention is fought over, not our relationship.

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