Tom Goodwin
The Drum
New York, NY, United States
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Past articles by Tom:
Netflix and the biggest opportunity ever in advertising
As Netflix finally prepares to allow ads, everyone's talking about what they could do with its mountains of first-party data. But forget that, says Tom Goodwin, who instead argues this could be the catalyst for a much bigger rethink of how TV and digital advertising works. → Read More
Opinion: 6 Takeaways on the future of retail from the NRF 'Big Show'
The show this year felt more lively than ever, in part due to a creeping realization that reports of physical retail's demise may be quite exaggerated, writes the head of futures and insight at Publicis Groupe. → Read More
6 Takeaways on the future of retail from the NRF 'Big Show'
The show this year felt more lively than ever, in part due to a creeping realization that reports of physical retail's demise may be quite exaggerated, writes the head of futures and insight at Publicis Groupe. → Read More
Tom Goodwin: Finding clarity from the chaos of CES
CES is always a wonderful sensual overload and a knock to the head. Here we get to see optimistic glimpses into a utopian, large-screened, pristine white future, while we suffer terrible mobile reception, wait to print off paper badges and experience crappy American payment terminals. The cognitive dissonance is overwhelming. → Read More
Tom Goodwin: What a skeptic thinks you can learn from CES
If the pace of change is so fast, why does CES seem to change so little? If it’s a guide to the future, then why has nothing shown here in my memory ever taken off? If these companies are so smart, then why do they make so many stupid things? → Read More
7 things to think about voice
Voice won't change everything but it will be part of a movement that heralds a new way to think about our relationship with devices, screens, our data and interactions. → Read More
Tom Goodwin: Conducting the orchestra of advertising
The creative process in advertising on a good day seems sufficiently magical and mysterious that it’s hard to understand. The more scrutiny you place on it, the more it seems rather inefficient, nebulous, chaotic and random. At times when we think AI may do a better job when we think data trumps creativity when we think the message and the medium can be assessed separately, it’s time to work… → Read More
Tom Goodwin: Making the most of a post privacy world
A generation of people have now grown up seemingly constantly broadcasting their lives on Instagram, sharing their innermost thoughts on Twitter, intimate details of life on Facebook and yet the world seems shocked that we’ve lost any sense of privacy. We now live in an age when it seems every Instagram user wants to be an influencer, to be popular and envied and to not have anyone know anything… → Read More
Social media, politics, and the bubble of distraction
When the President changes our country so drastically, will we have a new concept of what’s normal? If our social media feeds consist of people who think just like us, how can we expect social change? And why do we always assume the future will be better than the past? In the latest episode of the Interesting People […] → Read More
Tom Goodwin: The power of the leapfrog
“The future is here, just not evenly distributed.” This quote by the genius William Gibson fails only in one way, it is often interpreted to indicate that it is the same places that are further ahead than others. → Read More
What matters in advertising this year
My favorite law is Amara’s Law. It says: "We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run”. For this industry especially, it is apt as Adland loves to focus on embracing what’s next and ignores how we can use what we’ve had for a long time. A huge part of my role at Zenith is advising people on what matters. It’s to find what we’ve… → Read More
Tom Goodwin: What matters in retail in 2018
I’m not sure when our industry became so obsessed with what’s shiny over what’s profound. I’m not sure when we became so keen to use buzzwords that we didn’t check what they mean – or that they even have any meaning at all. As we look to the year ahead it’s my personal belief we’re not thinking straight. → Read More
The battle for consumers gets physical (instead of virtual)
The world’s largest taxi firm, Uber, is buying cars. The world’s most popular media company, Facebook, now commissions content. The world’s most valuable retailer is now Amazon, and has over 350 stores, And the world’s largest hospitality provider, Airbnb, increasingly owns real estate. Things change. → Read More
If you're an 'influencer', you're probably not influential
You may think that influencer marketing is the next "new" thing, but in fact it's one of the oldest tools in marketing. → Read More
If you're an 'influencer', you're probably not influential
You may think that influencer marketing is the next "new" thing, but in fact it's one of the oldest tools in marketing. → Read More
Getting digital to work
Following on from last month's 'Digital Isn't Working' exploration by monthly columnist Tom Goodwin, he takes a look at how digital advertising can work should the industry embrace it more. → Read More
It's time to break free from the digital 'spiral of decline' and get creative
Last month Tom Goodwin asked why digital wasn't working, now he issues a call for the industry to escape the digital → Read More
Why digital isn’t working
The fastest growing, and by far the largest media channel, in 2017 isn’t mobile or social, it’s electrical media. Worth more than a whopping $500bn in 2017, electrical media is killing non-electrical media, thanks to growth in desktop, tablet, mobile, social, native, TV, radio and digital outdoor media around the world. → Read More
In the new age of connectivity, digital is the oxygen advertisers need to survive
In 1964 when attempting to categorize pornography, the US supreme court justice John Potter famously declared that he didn’t know what it was, but “I know it when I see it.” → Read More
Your smartphone is 2017’s version of a tamagotchi
It was never meant to be this way. At first we started checking on them as we waited for trains. Then we worried about them while waiting for the elevator—and then in the elevator. We checked them as we woke up and then again just before we went to bed. Then we checked them in... → Read More