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Tom

@tomdarlington.bsky.social
157 followers 140 following 80 posts

Advertising, media and marketing. Writing. I write a newsletter about Comms Planning: Ideaswelove.substack.com And I write about other things here: tomdarlington.co.uk/blog

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Tom @tomdarlington.bsky.social · 11/07/2026
Thank you! And next potentially silly question, is the poem unique to my device or are we all seeing the same rhyme at the same time?
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Tom @tomdarlington.bsky.social · 10/07/2026
Hi - me again - is there any reason you’d see themes emerge? The last 48hours have been very “cosmic”
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Tom @tomdarlington.bsky.social · 24/05/2026
I would like one which describes weather based on layers of clothing required? Jumper weather… coat weather… enjoy shorts …. Much easier to process than numbers
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Tom @tomdarlington.bsky.social · 19/05/2026
@genmon.fyi it’s alive!
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Reposted by Tom
Olaf Falafel @ofalafel.bsky.social · 02/04/2026
Any Hertfordshire shares would be greatly appreciated (a Hertfordshire Share sounds like the polar opposite of a Glasgow Kiss)
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Tom @tomdarlington.bsky.social · 11/03/2026
A post about reframing bugs as features open.substack.com/pub/ideaswel...
open.substack.com
Ideas We Love: Features, not Bugs
Issue Number 88: A playbook for brands bold enough to own what makes them awkward
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Tom @tomdarlington.bsky.social · 01/03/2026
It’s called the department of war…. So I guess we shouldn’t be surprised
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Tom @tomdarlington.bsky.social · 24/02/2026
Roxy music’s version of Jealous Guy.
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Tom @tomdarlington.bsky.social · 21/02/2026
This is really weak
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Tom @tomdarlington.bsky.social · 16/02/2026
Kinda bored of the whole thing where the leads of a movie have to rhapsodise so intensely about how their opposite number is the best thing ever.
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Tom @tomdarlington.bsky.social · 10/02/2026
Overuse of the word perspective in the business vocabulary is a real issue… “from a …. Perspective” etc
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Tom @tomdarlington.bsky.social · 03/02/2026
Adrien brody is very commercial isn’t he
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Tom @tomdarlington.bsky.social · 17/01/2026
New thing in same as old thing shock, innit
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Tom @tomdarlington.bsky.social · 17/01/2026
Watching Fallout on Amazon Prime. Does occur to me that we have replaced linear telly with a linear-adjacent form of telly. Ad breaks function in similar way. Programmed released weekly. It Just has less good stuff on.
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Tom @tomdarlington.bsky.social · 07/01/2026
It’s the year of glad
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Tom @tomdarlington.bsky.social · 07/01/2026
Guns etc
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Tom @tomdarlington.bsky.social · 05/01/2026
www.tomdarlington.co.uk/blog/wn41 #weeknotes etc
tomdarlington.co.uk
Weeknotes #42 — Tom Darlington
I started writing a thing about last year. I stopped. No one needs another end of year review. Implicit in feeling the need to write some sort of 2025 wrap up is a decision to commit to doing weeknot...
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Tom @tomdarlington.bsky.social · 14/10/2025
#weeknotes www.tomdarlington.co.uk/blog/nature-...
tomdarlington.co.uk
Nature abhors a vacuum: Weeknotes #40 — Tom Darlington
Media is a finite resource. Some elements of media - like video impressions - are so plentiful as to appear infinite. Others, like physical media such as posters, print ads etc, are more clearly disti...
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Tom @tomdarlington.bsky.social · 10/10/2025
I’ve voted for yourself
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Tom @tomdarlington.bsky.social · 06/10/2025
my efforts to continue with the #weeknotes survive, barely...on 'doing the boring thing', writing for the IPA and details of various forms of content consumption www.tomdarlington.co.uk/blog/do-the-...
tomdarlington.co.uk
Do the Boring Thing: Weeknotes #39 — Tom Darlington
Not quite weeknotes, but ‘fortnight notes’ instead. Last weekend I went down to wales to play golf with some friends, so my ability to write and conclude the notes from my week was hamstrung. Post wee...
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Tom @tomdarlington.bsky.social · 21/09/2025
Slowly trying to get back into the weeknote habit... This week a request to do a presentation results in the conclusion that no one - least of all people in marketing - really knows anything..... www.tomdarlington.co.uk/blog/no-one-...
tomdarlington.co.uk
No One Knows Anything: Weeknotes #38 — Tom Darlington
I was asked to give a talk to the marketing department of a big media and technology platform. The brief was to share some trends for the year ahead and discuss the types of things which would affec...
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Tom @tomdarlington.bsky.social · 08/09/2025
@phil-adams.bsky.social gives us some sage advice in his typically generous style!
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Tom @tomdarlington.bsky.social · 08/09/2025
open.substack.com/pub/ideaswel...
open.substack.com
Ideas We Love: 'The Agony Begets the Epiphany'
Issue Number 68: Phil Adams is next to tell us about how he works....
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Tom @tomdarlington.bsky.social · 31/08/2025
anyway. Night
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Tom @tomdarlington.bsky.social · 31/08/2025
Given they have a commercial model in place it’ll be interesting to see what happens next. It all looks like a precursor to adding display inventory though or “sponsored” stacks
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Tom @tomdarlington.bsky.social · 31/08/2025
The changes over at substack are a perfect example. It used to be an email service (get content from A-B). Now it’s got “notes” and a feed. And an inbox. And it’s multi media. People spend all their time talking about how to succeed on the site, not on the content they want to share
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Tom @tomdarlington.bsky.social · 31/08/2025
Been thinking a lot about one of @willsh.bsky.social ‘s greatest hits - fracking the social web. At some point all services stop being about the plumbing of getting information from A-B and start becoming a platform with features and formats and a more advanced logic for content discovery
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Tom @tomdarlington.bsky.social · 05/08/2025
Taking Oliver Burkeman's idea of Aliveness as a navigation tool and applying it to brands and communication.... www.tomdarlington.co.uk/blog/optimis...
tomdarlington.co.uk
Optimising for ‘Aliveness’ — Tom Darlington
Recently I was explaining a personal dilemma to a friend. Should I do the big, scary and potentially rewarding thing I was considering or should I do the safe, bland and sensible thing? He then intr...
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Tom @tomdarlington.bsky.social · 13/06/2025
Rolex’s new golf ads are really really really bad. Why on earth they got rid of #perpetual I have no idea
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Tom @tomdarlington.bsky.social · 18/05/2025
Why do media agencies need a chief media officer?
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Tom @tomdarlington.bsky.social · 04/04/2025
Maybe a good analogy for a lot of the sludge we see online from various generative AI tools is Muzak. It looks and feels a bit like the real thing. It works in certain contexts. But if you stare too long you realise what’s happening in real terms
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Tom @tomdarlington.bsky.social · 04/04/2025
News preferring to focus on the losses incurred by tech billionaires rather than the pension schemes of your average person , I see
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Tom @tomdarlington.bsky.social · 02/04/2025
Review and rebuild sounds like the worst kind of agency pitch theme I’ve ever encountered
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Reposted by Tom
Hugo Rifkind @hugorifkind.bsky.social · 26/03/2025
Column. On pathetic European freeloaders. www.thetimes.com/article/7652...
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Tom @tomdarlington.bsky.social · 19/03/2025
Why have people given up on headphones on public transport?
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Tom @tomdarlington.bsky.social · 16/03/2025
A thing about dimensionlising brand experience across 'scale', speed and strata.... riffing off Stewart Brand, Thomas Heatherwick and some of my own thinking (god forbid) www.tomdarlington.co.uk/blog/scale-s...
tomdarlington.co.uk
Scale, Speed & Stratification — Tom Darlington
In his 2023 book Humanise, Thomas Heatherwick talks about the need for buildings to hold the attention of someone for length of time it takes to pass by it. In order to pass this test, he suggests a...
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Tom @tomdarlington.bsky.social · 11/03/2025
It’s suddenly all gone very Infinite Jest
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Tom @tomdarlington.bsky.social · 11/03/2025
It was bad. I’m sorry
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Tom @tomdarlington.bsky.social · 11/03/2025
Thanks a latte for sharing with us. Good evening David
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Tom @tomdarlington.bsky.social · 02/03/2025
Someone voluntarily offered me and my co-writer £95 a year to receive our newsletter. Feels like a minor achievement
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Tom @tomdarlington.bsky.social · 27/02/2025
In adjacent trivia, it used to be that on TGI there were more people who bought cat food than owned cats. Good evening
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Tom @tomdarlington.bsky.social · 05/02/2025
In reality - I accept a little bit of this oddness. I use it for sketching, rather than fine detail. By and large Claude helps me work quicker. The idea that tools like this will be given to people who may lack the experience to spot the mistakes LLMs make worries me tremendously
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Tom @tomdarlington.bsky.social · 05/02/2025
Have spent a significant amount of time correcting Claude’s mistakes today. The answers it gives me in one of my projects look and feel fluent. But comparing source material with output, it’s easy to spot big errors
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Tom @tomdarlington.bsky.social · 05/02/2025
The adjectives used by trade press to describe people moving jobs could really benefit from an overhaul. Raids, Re-surfacing and 'reemergences' don't really feel very positive....
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Tom @tomdarlington.bsky.social · 30/01/2025
A thing about Stone Island and their latest campaign. Never owned anything by the brand, but the more I read about them the more interesting they become ideaswelove.substack.com/p/ideas-we-l...
ideaswelove.substack.com
Ideas We Love: Community as a Form of Research
Issue Number 41: Stone Island brings its community of devoted fans to the fore
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Reposted by Tom
Gordon MacMillan @gordonmacmillan.bsky.social · 29/01/2025
If only Open AI had stolen some irony along with all the copyright material it ‘borrowed’.
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Tom @tomdarlington.bsky.social · 25/01/2025
“A little heavy handed” 🤣
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Tom @tomdarlington.bsky.social · 25/01/2025
www.tomdarlington.co.uk/blog/the-abs...
tomdarlington.co.uk
The Absence of Image — Tom Darlington
I managed to get to the Francis Bacon exhibition at The National Portrait Gallery before it shut on Sunday. I’d been meaning to go since it opened in October. The final few days of an exhibition are n...
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Tom @tomdarlington.bsky.social · 24/01/2025
In the end, everyone becomes a traitor
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Tom @tomdarlington.bsky.social · 24/01/2025
I’ve voted for yourself
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