Alex Moll

Building stuff in culture and media. Ads, events and attention. Thinking out loud most days.

[Alex Moll @imalexmoll]

The $6.8 trillion wellness industry just discovered nightlife.
And it’s doing what it always does.
Taking something authentic, packaging it, marking it up, and selling it back to the people it came from.

[Alex Moll @imalexmoll]

Coffee raves up 478%. Longevity raves measuring biomarkers on the dancefloor. £40 cacao ceremonies. DJs in bakeries with branded oat milk sponsors.

[Alex Moll @imalexmoll]

The best clients don’t come from outreach.
They come from people who watched what you built, liked who you are, and picked up the phone themselves.

[Alex Moll @imalexmoll]

Signed two new clients last week. Both referrals.
Zero decks sent cold. Zero LinkedIn sequences. Zero “hope this finds you well.”
If you need to chase someone to work with you, you’ve already lost.

[Alex Moll @imalexmoll]

So today it’s La Pausa Pranzo.
Italian lunch, drinks, DJ Spika on the decks.
Motorino, Fitzrovia. 12pm to 2pm.
No Permission x Max&Co. Ciao London.
In London? Drop me a DM.

[Alex Moll @imalexmoll]

Sunday rooftops. Thursday lunches. Gallery openings with a DJ in the corner.
Intentional moments in unexpected formats.
That’s where culture is moving.

[Alex Moll @imalexmoll]

The ones who still have it never let the deal change what they say.
In native we call that editorial integrity.
Creators just call it being themselves.
Same thing.
Who’s a creator you think has kept it real despite the brand money?

[Alex Moll @imalexmoll]

Every now and then a creator figures out native advertising better than any agency could teach them.
Here’s what happens next 🧵

[Alex Moll @imalexmoll]

Most influencers are already lost before a brand calls them.
Five sponsored posts a week. Content they don’t believe in.
The audience feels it before they can explain why.
That trust doesn’t come back.

[Alex Moll @imalexmoll]

The brands that understand this now are going to be very well positioned for what’s coming.
Is your media plan built for a world where search changes completely?

[Alex Moll @imalexmoll]

Most advertisers are terrified by this.
Your whole funnel is built around someone typing something into Google.
What happens when nobody types anymore?

[Alex Moll @imalexmoll]

Native advertising already lives in this world.
You don’t wait to be searched. You go where people are. You put something worth reading in front of them in a context they trust.
The open web was native’s playground before agentic search was even a word.

[Alex Moll @imalexmoll]

Both saying the same thing from different directions.
The search bar as we know it is dying.

[Alex Moll @imalexmoll]

Brendon Kraham, VP Global Search Ads at @Google:
Agentic search. AI that finds things for you before you ask.

[Alex Moll @imalexmoll]

@nickaturley, Head of @ChatGPTapp at @OpenAI:
Soon AI won’t wait for you to search. It will prompt you first.

[Alex Moll @imalexmoll]

Two talks at @officially_omr kept coming back to me on the flight home 🧵