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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

  • 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.

  • Are Timesheets Killing Innovation? in Online Spin on 04/09/2015

    Advertising agencies have long used calculating their employees' time as an imperfect but acceptable way to measure effort expended, a roughly correlated proxy to value. The biggest problem I have with this practice: It means we consciously or unconsciously focus on being busy and present, rather than on the quality of our thought and the scale of our ideas -- and, above all else, the contribution we make to a business.

  • Retail Needs To Focus On People, Not Technology in Online Spin on 03/26/2015

    From new accessories like wearables, to new retail techniques like mobile commerce, it's easy to think that everything is changing. Yet in this world of unbound possibilities, we seem to fetishize technology, rather than use it to design products and experiences that cater to new and emerging consumer behaviors. We need to shift our focus away from the shiny new toys that technology provide, and key our eyes to our customers.

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