Categories: Articles

Goodman For Good Years At Twist Image

A few weeks back I announced on this Blog that Alexandre Henault had joined the Twist Image team (it was here: Alexandre Henault Joins Twist Image). I also said that I would do my best to keep corporate communications out of this Blog space. I felt weird writing that in the last Blog posting and with the chain of events that are happening at Twist Image this week, I actually feel like it would be detrimental not to talk about the changes happening at Twist Image here. But, I have to do it in my own way – in a human (and Mitch-like) way. My reasoning is simple: this Blog was created so that Twist Image can have a human voice. So that anybody who comes in contact with this Blog “gets” what we’re about without the marketing pap.
With all that, I made a mistake and did not post some big news for Twist Image here first, but instead spoke with the people at Marketing Magazine, InfoPresse and some other industry publications. First the news, then the explanation as to why it unfolded the way it did and why I think I might have made a mistake.
Mark Goodman created FCB Direct in Canada and stayed on as the President for well over fifteen years. He is a veteran of the marketing industry, a Board Member at the CMA – Canadian Marketing Association (in fact, this past year he received an Honorary Lifetime Member award). He took FCB Direct and grew it to a team of one hundred-plus people with billings of over $100 million annually along with offices in Montreal and Toronto. He was also awarded the very cool Top 40 Under 40 Award by the Globe & Mail Report on Business Magazine which recognizes outstanding professional and personal achievement for individuals under the age of forty.
Today, Twist Image announced that Mark Goodman has joined our team as a full-partner and as our CEO.
This is huge for Twist Image. We now have a staff of over thirty full-time professionals, we are presently looking to open a new office in Toronto and we’ve managed to secure one of the true visionaries in the Direct Marketing space who gets what we’re doing and is as passionate as we are about helping our clients – and their customers – bridge the present to the future.
This space is hotter than ever and my gut feeling is that it’s not going to change. It’s not like last time (Dot Com Bubble). The technology works, people are online and more and more opportunities are shifting from traditional channels to digital and interactive ones.
Now, why I think it may have been a mistake to go to trade publications before posting the news here. One, it would have been cool to see who would have picked up the story off the Blog. Two, we have a relationship – you and I – and I value it. I should have let you, the readers and my friends, in first on this exciting news first. And lastly, Blogging has become specifically about getting news out – fast and efficiently.
Lesson learned.
If you want to read some of the coverage we got…
– Marketing Magazine – Mark Goodman named CEO of Twist Image.
– InfoPresse – Nouveau patron chez Twist Image.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.