Harry

Marketing automation platform that eliminates manual campaign setup. Launch ads to Meta in 30 seconds instead of hours.

[Tim @timgedenk]

The death of the average.

We are currently witnessing the total collapse of the marginal cost of creation. Copywriting, design, video editing - skills that previously commanded a premium due to the barrier of technical execution are being democratised to the point of irrelevance.

Most marketers view this through the lens of efficiency. They see a tool that allows them to produce 10x the output for 1/10th of the cost.

When the supply of "good enough" content becomes infinite, the economic value of that content plummets to zero. We are entering an era of infinite noise. If you think it is hard to capture attention now, wait until the internet is flooded with billions of synthetically generated articles, tweets, and videos every single day.

(Which is already happening, just not at the quality and volume that it will in 6, 12 months from now)

In this environment, pure volume is no longer a valid strategy. You cannot out-publish a server farm.

The alpha in modern marketing is shifting entirely from production to provenance.

[1] The Trust Premium

As the internet becomes increasingly synthetic, we will see a massive flight to safety. "Is this real?" will become the single most important buying criterion.

We are moving away from algorithm-optimisation and back towards human-optimisation. Personal brands, founders-led sales, and verified human voices will command an exorbitant premium.

The faceless corporate brand is dead. If a consumer cannot verify the human source behind the message, they will subconsciously label it as "spam".

[2] High-Friction Marketing

For the last decade, the goal was "low friction". SEO, programmatic ads, automated email sequences.

As AI cannibalises these low-friction channels, - bots clicking on ads served by bots on sites written by bots - the smart money will move to high-friction channels.

Live events. Physical mail. Handshakes. Closed-door dinners.

The harder it is to scale, the more valuable it becomes. You prove your value by doing things that cannot be automated.

[3] Taste as a Moat

Large Language Models function by predicting the next most likely token. By definition, they regress to the mean. They give you the average of the entire internet.

If you use AI to guide your strategy, you are opting for mediocrity at scale.

"Taste" - the human ability to curate, to select the outlier, to understand nuance and subtext - becomes the only defensible moat.

The future of marketing is about who has the taste to know what *not* to create.

Paradoxically, the more artificial the world becomes, the higher the premium on being undeniably human.

[Harry @useharrycom]

watching agency teams lose billable hours to non-billable campaign setup is painful

[Harry @useharrycom]

there’s a version of performance marketing where you spend most of your time thinking and very little time clicking

[Harry @useharrycom]

most media buyers delay testing new angles not because they don’t believe in them but because they don’t want to deal with the setup

[Harry @useharrycom]

normalize talking about how much of media buying is just… manual labor that doesn’t need to be manual

[Harry @useharrycom]

seen this too many times: brilliant test idea -> 4 hours of setup -> campaign runs 6 hours -> killed the math doesn’t math

[Harry @useharrycom]

the best media buyers aren’t the ones who click fastest they’re the ones who’ve figured out how to click less

[Harry @useharrycom]

every hour a media buyer spends on campaign setup is an hour they’re not spending finding insights

[Harry @useharrycom]

how many good campaign ideas are dying because the setup just feels like too much work

[Harry @useharrycom]

campaign setup shouldn’t be the hardest part of performance marketing but for most people, it is

[Harry @useharrycom]

talked to a media buyer yesterday who has 14 test ideas ready to go hasn’t launched a single one because setup feels like too much

[Harry @useharrycom]

“media buyer” sounds strategic until you watch someone copy-paste headlines into text boxes for 2 hours straight

[Harry @useharrycom]

the gap between “I want to test this” and “I actually launched this test” shouldn’t be 3 hours of manual work

[Harry @useharrycom]

How do you manage more paid media accounts without scaling your team? The answer is smarter workflows. Harry will, guaranteed, reduce campaign build and launch time by a minimum of 50%.

[Harry @useharrycom]

most media buyers we talk to say 60% of their week is just clicking the same buttons over and over not strategy. just… clicking.

[Harry @useharrycom]

wild that “uploading creatives” is still a line item on media buyers’ to-do lists in 2025

[Harry @useharrycom]

@danoedmund I do this automatically for my brands 😎

[Harry @useharrycom]

real question for media buyers: how much of your week is actually spent optimizing vs just... clicking buttons in Ads Manager?

[Harry @useharrycom]

AI to build/launch whole paid ad campaigns… not quite yet. Where does AI fit into your ad build and launch process at the moment?

We like a sprinkle of AI in helping with copy variants - keeping on brand - where does it fit in for you?

[Harry @useharrycom]

In addition to our existing Single Image/Video, Carousel, Flexible ad types, we’re adding in Catalog and Instant Experience ads - each catering to their own intricacies.

Simply vote for what you want us to add, and we’ll build the future of Harry with you!