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-…

On the 10 year journey to Chubbies’ IPO, the realization that changed how we invest marketing resources was this --> Increasing ROAS * decreased * our growth. btw, I was the world’s largest ROAS (AKA Return on Ad Spend) fanboy for embarrassingly too long, but hey, my loss is your gain, so here's: 1. Three counterintuitive things I learned about ROAS 2. Two new ways to think about it 3. Three things you can do about this right now let's do it. ** Three counterintuitive things I learned about ROAS ** 1. “ROAS has been presented as a growth metric, when it’s actually anything but. In fact, ROAS is precision-engineered to keep brands small,” says Tom Roach. Chasing ROAS chases easy sales, not growth. Brand growth comes from light buyers, but focusing on high ROAS can lead to you targeting heavy buyers, therefore limiting growth. 2. ROAS is not actually a measure of *effectiveness* but how *efficiently* you achieved it. As Les Binet says: “Effectiveness first, efficiency second.” 3. Simply put, ROAS is the opposite of incrementality. ** Two new ways to think about it ** 1. It's like hiring an employee to stand just inside the entrance of your shop and tap shoppers on the back as they enter. A week later, the employee demand a raise, claiming credit for all the customers they’ve “enticed” to come in. 2. Imagine a soccer coach believing their forward is entirely responsible for every goal. As a result, in their infinite wisdom, they ditch their defense and midfield, only keeping their center forward. They end up losing every future game, but their “Goals Per Player” (the ROAS of this example) is higher than ever! ** Three things you can do about it right now ** 1. Vanity VS Value: Understand the negative externalities of the metrics we goal our teams on. For example, because many of us are seeing headwinds, brands either cut marketing spend or increase the ‘accountability’ of the dollars spent. The negative externality is that we're over-harvesting our existing customers in order to hit our numbers. ROAS and revenue from returning customers may be up (vanity metrics), but contribution dollars, share of search, and new customer revenue from unpaid sources (real business metrics) are likely down. 2. Party & Ponder: Spend half a day with your team and deeply consider the metrics you want to optimize your team’s efforts around. The whole team needs to take ownership of the metrics that matter AND have a deep understanding of the negative externalities of vanity metrics like ROAS. This is a super high-leverage use of time 3. Cultivate Creativity Completely (the 3C's of winning): Since marketing works by influencing future buyers, think about developing creative that gets noticed and gets remembered. Give your team permission to be bold, put on a show and have a little fun. As John Dawes of the Ehrenberg-Bass Institute says, “The brand that gets remembered is the brand that gets bought." Enjoy - thank you to @tomroach for the inspo - follow himmm

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!

How advertising works by @aandeddb's @BinetLes

Write a couple of posts about AI and your condemned to getting served ads like this. That headline, just wow.

PSA: that viral AI thing probably isn’t actually a movie/song/artwork/whatever, it’s a tech demo.

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.

AI ads are starting to beat traditionally-made ads in testing, so don’t dismiss them. New research by @System1 and @andrewtindall_ and me in my latest for @MarketingWeekEd marketingweek.com/dismiss-ai…

A vida presta, Brasil! Fun couple of days in São Paulo with our amazing clients and Jellyfish team. Hopefully I’ll be back soon.

The last marketing revolution left creatives on the sidelines. The latest one, the AI revolution, actually puts them closer to the centre, despite what many fear. My latest @MarketingWeekEd piece looks is at the creative side of the AI revolution. marketingweek.com/tom-roach-…

LinkedIn job reco's never fail. Today it thinks I'd be a shoe-in for head of strategy for the Church of England. But as it's not Global CSO, just HoS EMEA, not sure it's for me 😉.

TG Jones is 100% the name the @AldiUK marketing team would give a knockoff WH Smith.

Sweet. Thank you @BBHblacksheep for the unexpected smile in the mind.

Details of Donald Trump’s revised state visit have been leaked: -Uber from Luton Airport to Windsor -Sausage roll from Greggs -Prince Andrew to entertain Melania as King & Mr Trump watch Loose Women on telly -Banquet at Wetherspoons. -Mr Trump to retire to Slough Travelodge. 🇬🇧🇺🇸

What are the best value or price perception campaigns and ideas of all time? (Eg VW Polo ‘Surprisingly ordinary prices’). The age of my references is really showing on this one and really would love more recent examples.

I get this ad several times a day. I think it might the worst ad ever made. Or do you have worse?

Remember all that nonsense about how 'digital can't build brands and is only focused on short term performance' that used to be a constant refrain of certain marketing contrarians? Well...