How To Do Social Media Marketing The Right Way In 2023

social media is just a tool if it is not done right it can't be as effective as it can be the last 2 years is more predicated on being unbelievably strategic about the creative variable so that the creative wins and then do the media planning after the fact not in parallel or before the fact imagine you said to everyone we will not spend media unless the creative does well all of a sudden the creative changes overnight today we are so honored and thrilled to have with us the one and only Gary ve wo thank you

thank you I'll start with the first question so I know that Gary you have been launching Brands and businesses since you were seven um and um if you were to launch one of your businesses like for example your wine business today in today's day and age with this social landscape with the K that you mentioning how would you do it differently you know not too differently in the macro um so for context I learned how to be a marketer because I ran my father's wine and liquor store at 22 years old and I had a

very big passion to build my family's business I was born in the Soviet Union and we immigrated to America when I was 3 years old and we grew up you know very humbly and my father got a job as a stock boy in a liquor store and eventually owned it so very first generation son of a merchant since I was 14 you know seven I had my own businesses at at 14 I started working for my father much to like actually how I think about sk2 of like a premium product within a category my father

liquor store was called Shoppers Discount Liquors so he sold beer and liquor and wine but discount lower end but the store was located in one side of it was very blue collar but the other side was white collar and had affluence and I started noticing at 14 and 15 that people were coming in and asking for expensive wine and I thought that was interesting even at a young age I cared more about paying attention to the customer than any rule that existed and and so in that I learned that people wanted these certain wines I

learned about wine and in 1997 I launched one of the first e-commerce wine businesses in America and I was able to build my father's business from a three and a54 million year Topline business doing 10% gross profit so a very small business to a almost $70 million business wow and an eight-year period with no money with no Venture Capital with not even a credit line my dad didn't believe in it wow and the way I did that is the way I do it today and the way I would do it if I started one tomorrow

and this is going to answer why I have so much anxiety about Fortune 500 marketing with whatever money you have for marketing you must squeeze it and it must work unbelievably hard to make the thing happen you can't create growth without new customers or without having such a great service that you create word of mouth so back then it was having a website that was revolutionary back then it was doing an email newsletter which was profound because it didn't cost me any money I was doing direct mail and it would work but that cost money

email I was able to send an email as a matter of fact I sent so many emails in the mid90s because I thought by the year 2000 they going to charge for this this is true L later what really took the scale was Google AdWords came out I bought every wine term for 5 and 10 cents a click and it was 5 cents for a few minutes then it was 10 cents and I owned that world for 2 three years then email and then my career changed when YouTube came out I started a wine show

on YouTube in February of 2006 a 20 minute me sitting down doing content which is now like considered like best practices today this was 2006 that created brand I was not paying for that and so today the big elephant in the room and you know this because you're in this sector because every KO is doing it but we're not doing it we're doing it but I you know I come here to want to really do it and I understand why we're not doing it I understand that subjective opinions of is it on brand enough I

know what your pain points are but we must have this conversation together that the scale of volume of creative we need and we must win on relevance not just on our subjective opinions of brand and we must do it at scale so what I would do today is I would produce as much content as humanly possible on Tik Tok Facebook Instagram YouTube Snapchat Pinterest at scale at the lowest cost possible which is not at the expense of the quality of the content and I would do that and then when I would get the signals Quant

and qual signals I would then amplify true consumer insights into more meaningful and that is the model that I believe in I believe in above the line activities I just think they're overpriced and I think we guess and I'd prefer to use social media as a proxy and I don't believe posting on social media is spray and prey I don't believe it's test and learn I believe it's marketing why is a social media picture any different than a print ad as a matter of fact a social media picture done properly will be consumed by more

people than a print ad in Vogue but in Social it's like this lightweight think and it's maybe test and learn but in print because it's yesterday we put yesterday on a pedestal we'd rather pay $4 million for a celebrity than $400,000 for a k and the impact's not even close in 2023 we'd rather run a print ad that takes us 4 months to decide that's on brand with our brand positioning then post a proper photo on Instagram we don't treat them the same yet the latter is actually more impactful in 2023 and so I view

marketing and social as you do marketing for the sake of doing better marketing so I would make a pot commitment to social media organic creative and once the signals played out I would then use media to amplify to create brand building and sales and that's what I would do today and then when I would do above the line work I wouldn't do commercials I would do pre-roll YouTube I would do connective TV I would do the new streaming service options because they are more built on social where I can Target and again I would try

to mitigate my cost of the creative I came from Silicon Valley world where the biggest companies in the world Facebook YouTube were making videos for their company commercials on and they were spending tens of thousands of dollars to make it then I came into Madison Avenue and T and smaller companies like yours compared to those companies were spending millions of dollars to make a video and it was a very big culture shock for me I promise you a video that's 30 seconds long should not cost $500,000 I promise I promise but the reason we all

laugh is that's the rule R of the industry and the industry's done an incredible job justifying it and so we must talk about this and everything I just said enhances luxury doesn't decline it but luxury is super struggling with what I'm saying there's this subconscious in their stomach reaction to this modern that feels like it's diminishing the luxury when when you look at the data watch premium watch industry has exploded because of social premium car premium art all exploding yet in cpg consumer luxury there's this biase that the modern Communication channel somehow diminishes the brand

which is really detrimental because this is no longer and everyone here knows this this is not 20 year olds on social anymore the the amount of 40 to 60 year olds that are completely living in these platforms and all their consideration is coming from these channels is profound and we must recognize that we must accept that truth I was actually um looking at one of your posts on Facebook wheels and you were say that a lot of the you know 60 year olds or 50 year olds are on Facebook the the thing that's different about

me than a lot of the people that do what I do for a living is I'm a practitioner of The Craft most CEOs of large multi- Global agencies live in an ivory tower in France I am a practitioner of this craft when I say you can sell $80 stuff on I'm selling $90 wine on Facebook reels for my father right now right now as we sit here today we sold 80 cases of a $90 bolo on a Facebook Real's marketing execution I'm not sitting up here guessing I'm not regurgitating what meta and Snapchat and YouTube

are saying to me I'm not looking at where by margin is and then selling that to you I'm living this and then speaking to it and that's why it's worked for us this is grounded on true consumer Behavior not an ideological consumer behavior that Brands wish was existed or consumer Behavior that's being pushed for profit by platforms and agencies and and the reason there's a lot of head oning and accepting is because when you all leave this building and clock out as a human being the words that are coming out of my mouth are incredibly

intuitive because you're a human being living in the world you know this to be true what I'm trying to do is create the freedom for incredibly talented individuals to have conversations of the truth in boardrooms to challenge the reporting and the bonus structures and the things that are actually forcing you to do what you're doing and make the bosses feel comfortable to give latitude We Fear things that don't exist there's not a single post sk2 can put out that's going to make somebody say oh this is so not premium I'm never going to buy it

again as a matter of fact your product is so good we can almost do anything and they going to still keep buying it and so I I want to create more can you go back to the last slide this is the only thing I care about we need way more courage with this Global team to make creative that's relevant not subjectively luxury right all of you know and so we need to help you get there that's that's a lovely perspective so I'm going to take the queue from what you just say please uh courage yes

now team has been uh uh having a tick Tok day today yes I'm going back to what you said early right that we need to do it at scale because I think the email marketing that you were doing and today morning you said that 92% of the opened youra today we are struggling to get even .9% 9% to open right so that means we need to do things at scale we still have to do it with quality and let's take case of Tik Tok right and uh my thumb is working faster than my brain right

so I don't know what what is getting into my brain and if the brand has to do brand building on Tik Tok in such fastpaced environment building the scale still trying to maintain the quality uh what is going to be your guidance because it's the same people who are doing that yep and yes I think some expect is you have to be a Hands-On practitioner yes uh but beyond that if you have to manage that I got it I got it let's start with the most important part of that question can someone here Define quality

for me right because you asked the question of how do we maintain our quality I would like somebody here to raise their hand and Define the quality of what sk2 must maintain to on a post on Tik Tok if it sells the product it's a quality ad I so that's interesting you've just we need to be friends immediately um that is not the first thing I expect that just completely went I wish you could see what's happening through my body I believe that is one of the most important answers I've ever heard in the 13

years that I've done this I agree with that I agree that quality one of the absolute things we should judge when we say quality is does it sell the product now I get to do a Proctor and Gamble example of this based on what just happened why are we sitting here today I will tell you from my perspective why we are a gentleman by the name of Chris H who worked in the US and Rand Olay had the intuitive belief after hearing me speak at a conference that I might not be crazy that I might

be on to something and asked us to go to Cincinnati and have a meeting so we did we talked it through after because he is an operator business not an ideological marketer he gave us a chance because I was selling it I didn't compromise in any step of the way of the model thus rendering us to do the model which is consumer segmentation at scale volume at scale because quality is subjective quanti is not we did the model we were building up olay.com very easy to measure on olay.com very different than selling at Tesco or

Saints Berry right or at Walmart you could see it the piece of creative that changed our relationship vayer and Proctor a single piece of creative changed our relationship forever not a commercial that want a can lion a single Facebook post do you know what that Facebook post looked like it was a picture of a cat lasers with lasers coming out of its eyes Olay has a standard not sk2 standard but just to give you the preview a cat with lasers coming out of its eye was below the standard if it was to be in a

subjective meeting but because the model was built on we can do it our way that ad sold the living good Jesus out of olle was converted into outdoor media because it was proven to be working and became a conversation that we were able to continue to build from so you threw me a tremendous curveball by answering in a way that is so dear to my heart I I do believe quality has to factor in it achieving the mission at hand which is to get someone to buy it I agree with you I also believe that

the way quality is debated in every boardroom in the Fortune 500 cpg landscape is completely based on someone's opinion if it is hitting luxury enough funny enough irreverent enough their personal opinion and so I think that to answer your question we must Define quality first I think everyone here intuitively understands if they had to bet their children Health on it what the Tik Tok would look like to make it sk2 cell probably looks very different than what would be approved by everyone in here and that becomes the debate that I would like to have because

why are we emotional about what is relevant why are we emotional about what is relevant today luxury around the world requires for growth to do Partnerships with Street Wear brands do you understand 25 years ago if you told Lou vuon or Gucci or Hermes that they would be doing collaboration deals with Street kids from Queens they would laugh you out of the room but they got to a point where they couldn't went on relevance enough anymore without them we must learn from what's happened prior to us there is absolutely a place for this brand to

make undeniably very expensive High High luxury mass production videos and pictures we're never going to get off that for a little while but there has to be a place for and relevant just human just authentic and contextual especially if you do not want this brand to completely die with 45y olds if you do not acquire 25 and 27 and 20 year olds who as you know every day are requiring more and more from their formulas so much so that our point of differentiation on the massive incredible formula we have continues to close the gap if

we do not become relevant under 35 and yesterday we will all wake up and realize that it was our era that put the executives that are dealing with the issues 5 years from now in a pecuri spot while you are the custodians of this iconic brand I ask you to not put the next group in a pecuri position any thoughts on any like a luxury brand that you think is really winning on this like quantity but yet with you know skill and and and quality like today every brand that companies like yourselves end up eming

because they went from zero to 100 million in Revenue by doing this model none of your contemporaries are doing it that's why all the holding companies and all the fashion brands keep m&a all these Brands I'd prefer you not pay 50 times iida for a brand that started 3 years ago and do it yourselves that's where you can imagine that the boards and the CEOs of the companies I work with buy much more into what I say than the marketers cuz they know what I'm talking about and I know this room knows this is a

very specific category you are in a very dangerous era the kol's Now understand they don't want your brand dollars they want to be your competitors they're coming and they're really coming Gatorade has a problem it's called Prime right Emma Chamberlain doesn't want your Manan $100,000 anymore she wants your market share and this is going to happen at scale and wait till the platforms decide to become their Partners my friends we don't have a lot more time putzing around we must get much more relevant very quickly grounded in platform and culture truths and we must allow

our insecurities and Egos and ideologies we need to leave them at the door and walk into these boardrooms and win on consumer truth we must we have to challenge and we must talk to our bosses bosses bosses with respect but with cander of what's actually happening with the consumer and you all know it that to me you know that's the part I'm that's what motivates me to do stuff like this if I can get one person in here to just say you know what I am going to say something in the next meeting I don't

believe that the circulation of this magazine is actually how many Impressions we're getting yes enough I believe in marketing and branding over everything but measuring brand is like measuring love measuring brand is like measuring God I understand that you have reports to justify it but it doesn't mean it's true so we need to bring Common Sense back to the table you know we do a lot of this work that is very black and white let me explain how we do it when we have media and creative together which is a whole another conversation that has

to happen in this industry we must bring back media and creative together Under One Roof for one agency so we can hold them accountable CU this whole game of this is doing nothing for us if you do that and we get that a lot in social media and creative together what we start to do is we actually take your biggest retailer in a market you could say Let's test this in Japan we take your biggest retailer let's say that retailer has 200 Doors we take 55 doors that act like 55 other doors we run five

mile radius ads to those 55 doors we don't do those doors and we look at incremental say it's black and white the model that I believe in is desperate to be held accountable to business the industry has done everything it has and can to not be held accountable and so that's how I would do it with brand because you know you're affecting them not because of discounting not because you're good sales organization you have incredible placement within the store it's because you've proven that messaging has compelled more people to buy something than not and so

that's how you would do it um I have a question because what's your name y so such a pleasure nice to meet you um because the point that you talked about relevancy versus what's quality or onity as we call it um I feel like I feel that tension in my work because um I'm doing exactly you what you said on the volume right which is producing um paid media ads on Tik Tok or the China version thr um every single day and um if we want to talk about relevancy obviously what's relevant to everyone would

look different and therefore I can create you know a thousand or a million different types of copies and um types of visuals that will work for different individuals and and are you doing the media with the creative upfront or are you letting the creative post organically look at the Quant and qual feedback as how strong the algorithm is to show intent and then amplifying the media so I am seeing the content first before we push not that to your to the point that matters is the creative being posted first letting consumer intent and sites Drive

the decision to allocate Creative Media against it or are we making decisions like old advertising where we just look at the creative and then we're running media against the target segmentation correct that is the answer to whatever you're about to answer and ask next because the other thing is social media is just a tool so you know if it is not done right it can't be as effective as it can be so I think one thing you should absolutely try immediately and China is like the dream world for me because it's fully integrated and horizontally

integrated and there's no debate that's why everyone's like oh China's different I'm like China's the same it's just that they can see it and here we have fragmentation that doesn't allow us to see it thus we make assumptions that it's not true so the vertical and horizontal integration of China and the way the consumer Behavior plays in it is has so much more attention for this kind of work I just want the whole world to do that kind of work however even in China there's variables of how to maximize its execution I think what you

need to do is add a very strong rigor in parallel while you keep doing what you know is working or what you're comfortable with where you base it on really focusing on the organic strategy of the creative and letting the relevance become the reach and then amplify that reach the problem is when you plan the media upfront with the creative the media is forcing the reach but we have no idea if the creative is absolutely driving relevance or conversion we're forcing it we can see it in KAC and LTV but we don't know the variable

difference of could the CAC be $13 instead of $63 had the creative been different what's so powerful about modern social unlike social four years ago is the algorithms now are incentivizing because they want to keep the attention on the platform the creative that is best so now unlike the last seven years the last 2 years is more predicated on being unbelievable strategic about the creative variable so that the creative wins and then do the media planning after the fact not in parallel or before the fact I got what you're saying which is um we get

the feedback first before we try to then amplify right that's right but what will happen there there's something more important and deeper what what I'm saying that's right but imagine now if that's true imagine you said to everyone we will not spend media unless the creative does well all of a sudden the creative changes overnight right so there's a proxy there that's incredibly powerful in that framework which is is it forces creatives and strategists to actually be good at the Creative Media has been the Band-Aid and the makeup of creative for 70 years we don't

need to do that anymore and we shouldn't so yes I am saying that but there's a bigger thing it then requires a rigor and a cap ability and a strategic framework that is so much more profound than what you're getting right now in creative and the creative is your variable on your kak and LTV there's the second part to the question actually from that the tension is also that if we do go big on relevance then um I feel and perhaps maybe some of my colleagues feel that that there is a concern on what is

true or iconic to the brand meaning um if I think of the brand I would think of certain elements and a certain feeling that consistent that's your feel that's your feeling but that's a focused group of one you know I understand because you guys and gals all sit in boardrooms and take a brand positioning that you spent a lot of money for which is in essence a sentence or two and hold it up as a North star but that means nothing to the end consumer you know I understand that people have convinced all of you

that that's schizophrenia that that's you know not on brand that that is the but that's not how consumers work that's a that's what professors say in universities based on books written in the 90s you know people can say that Nike means just do it to them but it's not true people buy Nikes cuz they want to have Virgil ablo collaborations on their shoes cuz they want to signal the same reason he's wearing that Modern Art hoodie it communicates to me who he is and I had a closer Affinity to him because I like Street Wear

and so I think that you know I think I think we need to have a much stronger conversation of consumer psychology and I think our industry is behind because we're holding on to things of the past that made it easy for corporations to do things and your partners reinforce it because they make margin on it you know reach and frequency is insanity it's potential reach it's not actualized reach do you really think all your programmatic Banners are being consumed so I I get that and it's and it's very religious it's also just uncomfortably proven to

not be true when you look at the business landscape over the last 15 years that's why so many fashion brands do collaborations at scale they need relevance and and and then more importantly the qu what's really fun about this conversation is the chest of it meaning okay so now let's say I am Your Right Down the Line consumer that you're talking about that you don't want her to be confused right you want her to understand what the brand stands for do you believe that if God forbid somehow she would see an stagram post that had

a boxer on it holding up an sk2 bottle that she would say well that's it I'll never use it again one could one could say yes I believe that I would be like okay no problem here's the problem can somebody pull up the hash sk2 across all the platforms on China and the US and the rest of the world we're not in control of our message anyway the consumer posting so much scale we're not in control of this narrative anyway the cat's been out of the bag on this if we don't post it it's being

posted so we're living in this ideological framework that doesn't exist the schizophrenia that everyone's so scared of has already happened the brand is showing up at scale that is not us in any way and shape that they want I'm saying let's control some of it you know so it it's I I have a lot of compassion for your series of questions and I have incredible amounts of passion for the bus business results of the last decade prove there's a huge opportunity to go the alternative of what we've been doing and I think um it's a

worthwhile debate oh hello Gary this is Victor from I'm from Human Experience operation team book R best experience to sk2 thank you for sharing I'm also a small fan from you from a few years ago so it's a dream kind ofam thank you so much I one question is like I also read your book like saying how to start your wine business from gr now to uh this scale but through the process when You Face some really big challenge or crisis from business wise how would you like motivate yourself and keep resilience to move the

business forward and make it even better I'm mean thank you it's a great question I'm incredibly detached from my career I don't think because I don't care is the answer to your question the reason I'm able to deal with very tough challenges the reason I'm willing to put myself out out to ridicule or you know when you put when you're a public figure you get a lot of emotional baggage of opinions and thoughts it's because I don't have my selfworth wrapped up in my businesses the reason I've been able to really navigate challenges is I

always play out well God forbid i' make the wrong decision I will lose money who cares God forbid I make the series of many bad decisions in a row I will lose my business who cares and then I play the reverse what if I did everything right and became the most successful businessman in the history of the world but the next day after I achieved that my mother passed away would I be happy the answer is no and so I keep my life incredibly simple detached for my professional career I have passion for my professional

career as you can tell I love my work I love this game you know I love thinking through the I love this but it is not in my soul it is my plue and so it's very easy for me to make challenging decisions hi I'm Jody sprigs I um was Chris's analytics and insight leader so I got the pleasure of seeing you first come talk and then talk with afterwards and the number of conversations about laser cat eyes the rest of Cincinnati PNG Iber Tower which is crazy um one of the hot words right now

is sufficiency and how much money do you have to spend on different types of media to be sufficient and don't ever have good answers and GV and I have been talking about this for years how do you think about being sufficient in like the wine business or how do you decide how much money to spend where and how much too much it's really funny so I'm going to give a keynote at can and I'm going to unveil something that I'll preview with you right now we are launching something called the modern comms planning which is

the answer to this question so the slang that I've used in entrepreneur land and within my organization is is buying underpriced attention again similar to a lot of the combo we're having much of it is grounded on a hypothesis of Common Sense and consumer behavior that then is verified through holdout cluster against business truth we know so for media spend we know that anything that has an artificial floor of cost is already overpriced a television ad a billboard a print ad is already overpriced because the Merit of the consumer Behavior behind it isn't factored in

we know on the other side that anything that is pure biddable has the potential to be incredibly underpriced um and so this becomes an early framework right away then you have all sorts of things that have the potential to be extremely overpriced and extremely underpriced on the creative variable like a k like a event marketing campaign right so we kind of are really starting to put pen to paper cross some te's dot some eyes I'd love if you want to reach out for you to get with the team that's been working on this for two

years in a batcave and let them show it to you it's really exciting for me it is the media planning version of our creative argument because when you put those two together it becomes everything we've seen from why Tesla to Netflix to many other brands have G from zero to substantial players you know Elf Cosmetics yeah completely built on Modern comms planning and creative like variables that we believe in and isn't even doing it super well and has like is doing it at a four in a world of ones with the ability to get to

10 and so really exciting time so it the way we do it is by being utterly unemotional about where we plan our media and commit to nothing upfront right yes so what that allows you to do is have incredible flexibility to take advantage of Truth including things that have artificial floors for example I like buying outdoor media I just like to buy it when it's Remnant for two months and instead of 80,000 for the billboard I can buy for 3,000 DriveTime radio an incredibly sneaky underpriced medium for certain demos but then the creative variable is

such a factor and so what you do is you Market not test not spray pre you mark it at scale across the board with lowcost investment UPF front get business and consumer Insight affirmation and then scale backwards no different than the little Nuance we just talked about especially you know China is a different Val but especially in an iOS 145 post-world in Southeast Asia Europe America the The Lazy CAC LTV retargeting thing is gone and so it's required a whole new framework a attention is the only currency half a third 25% of that audience went

to Tik Tok fully so you lost attention more people are posting on Instagram than 3 years ago less are consuming it and so organic reach is struggling on average of course there's good creators who can right so the fact that Facebook reels especially for this brand it back to what I want you to get to in my dream world if you're buying Facebook reels for this brand properly as a media play post the creative reels that you're posting four times a day getting Quant and qual feedback finding the three pieces a month that actually are

meaningful laser cats and then amplifying on Facebook reels for this brand would significantly grow this brand and that might work for seven months or three years depending on market dynamics you you talk a lot about relevancy yes but then I kind of feel that relevance is also very subjective because of relevant for who correct right but think about what think about what you do I'm we're agreeing I'm saying make relevance for 40 to 50 to 60 different consumer segmentations at scale you're saying let's make one commercial and interpret it everywhere else you're you're misplaying relevance

you're absolutely right so stop making a single commercial and making everything matching luggage all the trade all the digital assets all like chop down let's do a shoot for a trillion dollars and chop it down for social nobody gives a you like that one so we're in agreement I relevance is so individual there's the to me this is where AI creative longterm is going to be woo and to your point it's going to be hard to do a million for a million like but there is something in between I loved when people took it more

extreme than me they're like we're going to make a million personalization at scale a million pieces for a million I'm like cool AI will do that in 20 years but like in this next decade or two during our careers there's something in between one and a million and that's really what we've been talking about here the whole time you're absolutely right relevance is I'm perfect social media in 2023 is the thing that can get us to 60 40 29 13 61 con consumer States we call them cohorts consumer segmentations demand States whatever you want to

call them you can get there and if you're willing to make your creative and media model work tandem you actually create some sort of weird in between version of AI and humans because you're actually smart constantly you're marketing every day to do smarter marketing uh I'm from Tony by the way pleasure nice to meet you nice to meet you you know it's a very noisy world yes where you know all the consumers have time their time has been really really like fragmented right correct um so and everyone's trying to get everyone's attention that's right so

like internet or social media correct we're not just competing with Unilever or J&J we're competing with the world exactly correct and you know so much things going on every brand every KO you know celebrities assets I've heard Tony yeah so it's all of these yes how does a brand trying to you know kind of like evolve uh with Trend and you know millions of dollars be spending by a lot of the brands you should you should be winning how do we get the consumer attention by doing every single thing we just talked about you you

should be winning you have more money than these K's how does it do it by stop doing above and push down by not taking four hours or four meetings or 19 meetings with 19 people to make a subjective call on a single tweet I mean Jesus like that's how by creating a process to take advantage of everything we just talked about you just said it perfectly everything you just said is right and how do we combat that by making a single piece of creative for a lot of money with a very expensive celebrity and try

to push it down to the world and make everything match so that it's on brand but does that in that way does even the consumer care like whatever that we creating and we are pushing to them if you make good stuff but you can't make good stuff when you're trying to make one piece of content to mean something for everyone which immediately means it means nothing to no one if if Laser Cats is not something we thought of we had we had a process to get to great ideas we didn't think we had a great

idea when you when you do a creative a pitch in this building globally for every brand for PNG literally you're pitching three agencies where two people actually worked on it I know they had nine creatives in the room but only one was actually going to make the decision of what your brand person was going to see and then one brand person makes a subjective call and you bet the farm on it and then you spend super amounts of money on the production of One Singular piece of creative and then you distribute it in an overpriced

detention framework cuz you're buying reach but a grp means nothing if it's not consumed and then you go to digital and you got tricked again to do digital at scale AKA programmatic which is a black box for your agency to make nothing but margin on horrible inventory on the internet and then you kind of passively say oh we should do social and 80% of the time you're like well it has to be on brand to what's over here which means no customer cares cuz it knows nothing about the platform and nothing about the culture and

then we stand around and wonder why like it feels different thank you so much thank you