Marketing Voices and Perspectives: Episode Summary

Title: Tombris President Dooley Tombras on Creating an Impossible Ad with Gen AI | Modern Marketers
Host: Joshua Espanier, Think with Google
Guests: Dooley Tombras (President of Tombris), Bethany Poole
Release Date: December 4, 2024

1. Introduction and Guest Background

The episode kicks off with Joshua Espanier introducing Dooley Tombras, the president of Tombris, a full-service independent advertising agency based in Knoxville, Tennessee. Dooley highlights the agency's unique position of blending data and creativity to drive business results.

Dooley Tombras [00:44]: "We're a full service independent advertising agency headquartered in Knoxville, Tennessee, and we're known for connecting data and creativity for business results."

2. Quick Insights: Favorite Creators and Career Advice

To set a relaxed tone, Joshua engages in a quick-fire segment with Dooley and Bethany Poole:

• Favorite Creator:

  • Dooley [01:50]: "My favorite creator is Carnivore MD. I love watching him on YouTube Shorts."
  • Bethany [02:07]: "I've just started listening to Julie Louis Dreyfuss's podcast, 'Wise Women.'"

• Best Career Advice:

  • Dooley [02:22]: "Be very inquisitive and a voracious reader. That advice from my dad is timeless, especially in our rapidly changing industry."

3. Agency Highlights: Notable Pitches and Wins

Dooley shares proud moments from his tenure at Tombris, emphasizing significant pitches that secured major clients:

Dooley [04:22]: "We won the agency of record for Spirit Airlines, which felt like a 'Mad Men' milestone for us. Additionally, pitching to RXBar to handle six of their brands was incredibly exciting due to the scale and diversity it entailed."

4. Defining the Modern Marketer

Joshua seeks Dooley's perspective on the evolving role of modern marketers:

Dooley [05:28]: "Modern marketing is about balancing classic benchmarks with modern tools and technologies. It’s about achieving mass reach with a contemporary content strategy across various channels."

Bethany adds that Tombris has long invested in the intersection of data and creativity, highlighting the agency's foresight in embracing digital transformation early on.

5. Tombris' Journey with Data and Creativity

Dooley reflects on Tombris' strategic pivot towards digital and data-driven marketing:

Dooley [06:47]: "Back in 2004, digital only accounted for 1% of our revenue. Recognizing the impending shift, we doubled down on building our digital capabilities, hiring UX professionals and developers to create digital products for clients. This proactive approach positioned us ahead of many full-service and independent agencies."

He further explains how building in-house capabilities allowed Tombris to adapt swiftly as mobile and social media platforms like Facebook and Instagram emerged.

6. Pod Campaign: Leveraging Generative AI

A significant portion of the discussion centers on Tombris' innovative campaign for Pods through the Google AI Lighthouse program:

• Campaign Overview:

  • Dooley [09:01]: "We were tasked to create a campaign previously impossible without AI. Using Google's Gemini AI, we developed the concept of the 'world's smartest billboard,' transforming Pods' physical pods into dynamic advertising vehicles traversing New York City."

• Execution Details:

  • The campaign utilized Google Cloud, Google Maps, and pre-programmed data to generate thousands of unique, brand-safe headlines in real-time, responding to variables like weather and traffic.
  • Dooley [10:00]: "In just 24 hours, the pod drove around NYC, generating 5,000 headlines in five minutes, resulting in a 60% increase in organic traffic and a 33% increase in leads for Pods."

• Impact and Innovation:

  • Bethany praises the campaign's ability to adapt in real-time, noting how it maintained brand voice while delivering timely, relevant messages.
  • Dooley [11:40]: "The campaign not only showcased our technical prowess but also reinforced the importance of big ideas in leveraging AI effectively."

7. Identifying Innovative Clients

Dooley discusses how Tombris identifies and partners with clients poised for groundbreaking work:

Dooley [13:35]: "Clients ready for innovative campaigns often have a history of breakthrough work or are undergoing significant transformations that necessitate bold strategies. Trust and a shared belief in data-driven ideas are crucial for executing such high-risk, high-reward campaigns."

He emphasizes the importance of clients being open to calculated risks and collaborative execution to fully harness innovative ideas.

8. The Future of Tombris and the Advertising Industry

Looking ahead, Dooley shares his insights on the impending disruptions and the future landscape of marketing:

Dooley [16:16]: "The next five years will bring unprecedented disruption, especially with advancements in AI. Agencies that embrace these changes and integrate new technologies early will be the winners. Independent agencies like Tombris are well-positioned to pivot swiftly compared to larger holding companies."

He anticipates a continued acceleration in the convergence of ideas and execution, driven by emerging technologies and the constant evolution of social platforms.

9. Three Cheers: Excitement for Upcoming Months

In a light-hearted finale, Dooley shares his Three Cheers for the near future:

1. Future of AI in Marketing:

   "Cheers to the future of AI in the industry next year and everyone honing their skills with these new tools."

2. Return to Big Ideas:

   "Cheers to getting back to big ideas and creativity, leveraging technology to create exponential business impacts."

3. Increased Diversity in the Industry:

   "Cheers to a more diverse industry. Diversity of thought leads to better ideas, and our expansion into Buenos Aires is a testament to that."

These cheers underscore Dooley's commitment to innovation, creativity, and inclusivity within the marketing landscape.

Conclusion

The episode offers a deep dive into the strategies and philosophies that drive Tombris under Dooley Tombras' leadership. From pioneering the integration of data and creativity to executing cutting-edge AI-driven campaigns, Tombris exemplifies the qualities of modern marketers navigating an ever-evolving industry. The discussion provides valuable insights for marketers seeking to balance traditional methods with modern technological advancements to achieve impactful business results.

For more details on the Pods campaign and other case studies, listeners are encouraged to visit Think with Google and the Tombris website.