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Lyrics & Translation

[English]

The biggest shifts are going to be live

streaming. Not just live social

shopping, but the most famous people in

the world. Next are the people that are

doing IRL streaming. Kick, Twitch. This

is incredibly important. Kaisenet, I

show Speed, Aiden Ross. IRL streaming is

something we need to think about. What

does that look like? We start doing

product placement like 1950s television

of our products in kitchens of people

that have lots of audiences, watches,

sneakers, comic books. And then finally,

the rise of AI influencers is going to

be remarkable. These are influencers

that are not human beings that you will

start building out characters like your

Disney, but these will be real human

beings, not cartoon-like characters, and

they will be your spokespeople. I think

Fortune 500 companies are going to start

creating AI influencers and executing

that. Relevance leads to consideration

and consideration leads to actually

buying something, right? I believe most

of us on this call grew up in marketing

and academia

that taught us to be consistent and on

message and on brand which was proper

for a different distribution world that

existed from 1950 to 1990. But we live

in a very different distribution

landscape today. And disproportionately

the biggest concern I have for these

iconic brands in this portfolio globally

is that they're not winning on relevance

at scale to actually drive sales.

>> We all agree we want to build trusted

brands. We want to be relevant for our

consumers uh and to our audiences. Um

what does it look like for brand likers

to be relevant and to have this

relevance in content? leaning into the

thing that scares everyone the most. And

I'll use the most dynamic word to scare

everyone, but I'm but I I'm not really

scaring. I'm just trying to really help

everyone get there. Schizophrenia

is an interesting word to talk about. I

use it aggressively, but in a more

mundane way. Every brand here needs to

be relevant to 30 to 50 very distinct

different consumer segmentations. Which

means most of the creative and marketing

that every brand here needs to put out

across the marketing landscape needs to

look different. Which is like, you know,

Selene, I get it. That's like putting a

knife through the hearts of marketers.

But again, look at the, you know, we

can't see the audience right now, but I

can see the back of the screen, right? I

see David. I see Eva. I see Juan. I see

Serita. I see you. It's impossible that

one, if I wanted to sell all of you this

cup of coffee. It's impossible that one

message would get all six of you to buy

this. It's impossible. And every one of

us know that. So, I need six different

messages potentially, potentially three,

potentially four, slightly tweaked. And

this should make everyone feel

comfortable. It's all a one message at

the top, right? It's like this is a

delicious coffee and I think it's a good

price. But how I communicate that in

actual execution

must be different. Our industry Fortune

500 marketing has taken on brand and

consistency literally. We took it

literally. And what that has done is it

has forced us to make creative messaging

that is vanilla

that is trying to be everything to

everyone which has led it to mean

nothing to no one. It is being

distributed in platforms that no longer

have the mass attention of the consumer.

We are overpaying for media distribution

in these classic channels both

traditional and classic digital search

pre-roll banner programmatic

and we are grossly underinvesting as an

organization in creative production

and we are overpaying for creative

production of classic 30-se secondond

videos and we just have a lot of work to

do but it's exciting and I here's the

best part it's exciting exciting

for all of us as human beings because we

know it's true. It's not exciting for

all of us on this call as executives

because we know there's a lot of

operational and political work to do to

get us to become great at this.

>> And how do you know what is resonating

to me versus Dave or versus Eva or

Sarita?

Well, that's a very interesting question

because I have to frame up something to

be able to answer it. For the first time

in marketing history, paid working media

should come last, not first.

So, let me explain. I would not know

what's resonating to all of you if I was

to amplify every piece of creative that

I put out into the world with paid media

against a target. We are sitting in this

exact second in the biggest opportunity

in marketing history which is called the

social networks. The seven or eight of

them LinkedIn, YouTube, Facebook,

Twitter, Snapchat, Tik Tok, Facebook

proper, Twitter X, they all are now

running on an interest graph AI

algorithm for the news feed. So I that's

a lot of words. I'm going to break it

down. I grew up and got famous by

investing in these companies. You can

see on my screen, Facebook, Twitter,

Tumblr, those are stocks that I bought

in 2007. So, that worked for me. But I

treated social media from 2006 to 2018

like email marketing. Get as many

followers as possible. And when I would

post, 20 to 30 to 40% of the people

would see it like open rates. Right?

Somewhere around 2017 18 musically and

Tik Tok started to change the game

because when I would post it didn't

matter that I had 15 million followers

it would the content would find the

audience.

The way I would know if a maid doll post

in India was resonating with who is by

posting it organically on Instagram and

seeing how many views it got and seeing

who consumed the views and seeing how

they commented consumer insights in the

comments. And then Seline, if I felt

good about that result, I would only

then run working media to amplify it

against the demo and consumer cohort

that was most reacting positively. My

next post might be about cricket. After

playing cricket, take our

over-the-counter medicine to not sneeze.

And that might resonate with Juan more

than it resonates with Eva. And what if

there's enough wands in there? Now I'm

running media to amplify against lots of

wands.

The paid owned earned model has been

flipped to owned, which is your channels

when you post, then earned

it. When it performs, it is earned the

right to get paid. I'm going to say

something humbly, respectfully, but

without any hedge. This great iconic

company is throwing 90% of its working

media dollars globally directly in the

trash. And it is because we are guessing

upfront of what to spend our working

media dollars on on what creative on the

basis of three to four human beings

subjective opinion or very antiquated

creative testing guessing focus groups

old technologies and we must face this

truth because it is how we can outflank

our four to five direct competitors.

Listen, it's you know, you know, I I

will say this and I think this will

help. I know it's a lot and I know it's

the other side. It literally I am asking

the organization to completely flip what

they do and that requires a whole

different mindset, a whole different

process, agency partner structure. Uh

for example, let me just say one thing

that should help save a lot of money. We

can no longer pay creative agencies just

to come up with ideas. They must be in

production. I had a companywide meeting

with my 200 employees two years ago and

I said we are no longer a creative and

media agency. We are a production agency

that happens to do creative strategy and

media. I have creative directors from

Widen and Kennedy, Anomaly, Derro 5 who

literally are accustomed to just coming

in and pontificating a random idea and a

slogan who are now making creative with

their hands and technology every single

day on our clients behalf. But I want to

say something. In 2000, if this meeting

was with the 100,000 plus employees of

the yellow pages,

which was the directory of how you found

businesses in America for 50 years, I

would be saying, "Listen, we're in

trouble. These search engines are a

problem, right? We must adjust. Maybe we

should launch our own search engine."

Today, if I was at Google search doing

an a call like this, I would be saying,

"Hey team, we're in big trouble."

I mean, I wish I could see the whole

audience right now. Maybe actually you

can all do this even though I can't see

it. Please raise your hand and do this

in the back screen. Juan, Eva, Serita,

David, appease me.

Raise your hand if you now use chat GPT

or some other AI bot to look up stuff

instead of Google whereas two years ago

you would have went to Google for that

but now you go to an AI bot. Raise your

hand.

That

that is a big deal and will completely

destroy the Google Adwords business. In

fact, if you're a brand manager, I don't

know who's watching right now around the

world. If search is a substantial part

of your spend or your conversion, you're

in trouble. And I can tell you right

now, this second, this second today, we

at Bayer Inc. globally are grossly

overpaying for our Google AdWords.

Grossly. And because less demand will be

there, the cost of the AdWords is about

to explode because everyone's going to

be fighting for that little bit. and all

of a sudden sneezing is going to cost

$18 instead of $4 to even get one lead.

And so I know that this may sound

challenging, but I actually believe and

this has been my argument for big

companies like yourselves,

putting pressure on your media agencies

to buy better media and putting pressure

on your creative agencies to no longer

think in television first and no longer

think in ideas first, think in ideas

plus production first for social and

then Selene, the way it works for us is

when creative

validates with the consumer, not the

boardroom in social. Then we go into do

we want to turn that into a campaign

through the consumer insights of it

being successful or do we want to spend

media dollars on it for performance. So

this will make a lot of sense for every

marketer. I am talking about the

midfunnel. Organic social media is the

midfunnel. When it performs, which is

very low risk in the scheme of things

organically, you can take it up to the

other funnel and make it your brand

campaign and positioning. Or you can

take that creative and send it down to

the lower funnel for performance on

Amazon.com,

right? Tesco.com or or run that creative

on one mile radius of 3,500

doors of Costco, Tesco, Albertson, you

know. Well, Walgreens, whatever. You

know, it's a global audience, whatever

the biggest retailers are. So, the

middlefunnel, organic social media to

this entire audience is something they

spend no time thinking about. And it is

now the starting point and the

disproportionately most important part

of the marketing media mix

and and it's super measurable. As some

people on this call know, very early,

thank God, because it doesn't always

happen. Very early we had a remarkably

viral post for Idol in the US. And how

does that show up? With no media

dollars, the Amazon rank shows very

strong clarity that there's enormous

amounts of sales behind that single

organic social post really helps the

most cynical or the most practical

people on this phone call start to wrap

their head around why that medium

matters.

Very good. Let's go to Eva because she

has a question for you on content

production and content creation,

>> please.

>> Hi, Gary. Um, one thing that you said

very interestingly is you can no longer

be a creative agency. You now need to be

able to create produce. Right. So, it's

like you now need to be like a full

stock.

>> That's right. Company.

>> I I would Ava, sorry to interrupt, but

just so I because I just want to

pinpoint it. I believe that there is no

logic anymore to have a creative AO and

a separate production company. These are

my competitors and I meet with them cuz

I'm a funny guy. I I don't think

somebody else winning takes for me. I've

been meeting with agency and production

owners for 18 months telling them that

if you don't create the creative

division production company, you're out

of business. And I'm telling the

creative agencies if you do not create

the production integration, you're out

of business. And so yes, I am saying

that any company that is only production

or only creative and strategy is

fundamentally dead man walking unless

they adjust.

>> Fully agree because we're already seeing

this in Apac. So right and what to take

it a step further what we're also seeing

here is especially with social the

agencies are not only just creating

producing but they're also serving and

back to what you were saying putting out

six 8 10 all personalized content and

optimizing it in a very dynamic way so

there is no waste so are you also doing

the same in in your side of the world

>> Eva 15 years I've been doing that for 15

years my company even you know a lot of

as you know a lot People now over the

last decade are like, "Wow, Asia, live

shopping. Asia shows us the future."

That's because the tech stack in Asia

with bite, dance, and wechathat. It's a

it's more integrated than it was. It was

fragmented US. Because I built Vayner

Media for myself, my long-term vision is

to build a private equity firm on top of

my agency to buy orphan brands from

Fortune 500 CPGs because that has been

my mission. I built media, creative, and

production in one stop literally in

2009.

If you understood social media in 2009,

2015, 2020, there was no option to not

do all of them under one roof.

>> Fully agree.

>> We're already there.

>> Good for you.

>> Good for you. And as you know, what's

really fun about it is in this

environment, you can hold your agency

partners accountable because in that

scenario, there's no pointing fingers.

The biggest issue for all the people on

this call, Eva, that are not in that

model is the media company blames the

creative department company. The

creative department blames the

production agency. You know, everyone's

blaming everyone. And really, to be

frank, one of the reasons we've grown to

be one of the largest independent

agencies in the world is we want to be

held accountable to business results at

the end of the year. Not fake reports,

not MMS, not MMAs, not awards, not

headlines in ad age or campaign

magazine. We want to be held accountable

to business results, but the only way

for us to be held accountable to

business results is to have media,

creative, and production held

accountable with us.

>> So, you're talking about content

creations. Uh, now we have a creators as

well. So, not only us, you create

content, but we have as well creators

who create content for us. And I think

they have been driven conversations,

value, and culture so far. And I think

Ron Carlos has also a question for you

on creators.

>> Look uh it's undoubtly the the creators

have a lot of attention of the public

but but what's the best way to kind of

interact with them in order to really

build trust and not only kind of borrow

attention? I I mean we have found tricky

sometimes to deal with with creators.

Sometimes

>> it's very hard to deal with creators.

creators even I mean my biggest issue

with agencies is that they don't have

aligned interests with their clients.

That has been a huge reason we've grown

because I'm an immigrant who grew up in

a retail liquor store and the only thing

I knew was customer first, customer

second, customer third and I brought

that energy to agency land and it's

really worked for us. Creators one

Carlos are have even less alignment with

you. They want their money from you real

quick. They want to get away with

posting it with as little oomph as

possible and they want to move on to

their next paycheck. Right.

>> Gotcha.

>> So the way we think about that is the

following. We're very bullish on

creators. This is interesting. Paid

media creative. And then if that wasn't

enough integration, what we have inside

of Vayner is something we call Kate.

Creators. C AI T. Creators affiliates,

right? Asia knows that. Tik Tok shop all

that. creators, affiliates, influencers,

and talent, right? We consider talent

celebrities. We try hard to make sure

our clients don't pay a million dollars

for a celebrity, but you know, you

characters have fun sometimes. Anyway,

Juan Carlos, the way we think about Kate

or all four of those people is we think

of them as media, distribution, and

creative. We have no emotion.

Everything is underpriced or overpriced

attention. Meaning, I'm not trying to

sign a 5-year deal with a creator to

make them our ambassador. It's not going

to work. It's going to be overpriced. We

look at every single human that has

potential to do a product integration or

a piece of content for us. And we look

at it strictly as an unemotional

financial transaction around the value

we have against their endorsement, the

creative they make, and how much organic

reach. we anticipate that to get against

which demos. I'll give you an example

what that means. We may talk to a

creator for a brand and they want $500

for the post and we may think that's

overpriced.

And we may talk to a creator who wants

$133,000

for a single post and we may think

that's underpriced.

We think almost every famous person is

grossly overpriced because they have

agents who inflate their value. And we

basically buy human beings in an

unemotional media planning comm's

strategy at scale and use technology and

humans to be very efficient at it. And

that is it. So how do we think about it?

We think that all of you need to keep

the ideology on the shelf at home. Let's

get out of the is this an authentic

person to us or this is of course it's

not authentic. We're doing a business

transaction. If it was authentic, they

would just post your product in their

feed naturally without us talking. So

this concept with agencies and PR

agencies and all you executives are

like, "Well, we need an authentic

relationship." Well, Carlos, it's not an

authentic relationship. You're giving

them money. It's already over. So, we're

unemotional and we're but we're also

like there's so many mistakes brands

make. Let me give you the first one.

This will help people. Do not buy a

single influencer ever in your life

based on how many followers they have.

Because again, let me show you

something, one, Carlos, you'll find this

interesting. I'll show it in real time.

I am a creator. I get offered crazy

dollars. I never do brand deals, but I

have 15.1 million followers on Tik Tok.

Now, let me show you something.

This post in the middle box got 55

million views. Yes.

>> Yes. This post that I just posted right

now got 7,000.

Followers are losing their value as an

indicator to how much awareness the

creative will create.

You understand?

>> Mhm.

>> So, as you know around the world, all

the people watching right now and their

agency partners, 95% of the energy of

how they pick an influencer is based on

followers. 95%. And yet it has very

little value. You have to look at the

consistency of what they make and what

content. Like for example, if somebody

was trying to target parents, believe it

or not, Gary Vee, think about the all

the things Selene said in the upfront.

The number one brand category that

should reach out to me is people that

are trying to reach parents because

disproportionately my content on

parenting overindex and it's not even

close.

So you have to analyze carefully. It

takes a lot of human work. With AI

tools, you can do a lot more efficient

analyzing of creator. And then you must

buy creator unemotionally at scale. We

view creator as an extension of this

thing that even I were talking about a

production creative strategic agency. We

just buy them. It's no different than

the fee. We are getting paid to do all

those things. We take a percentage of

that fee and we outsource it to creators

if we think we can get more efficient

awareness and relevance with those

creators than what we're capable of

doing by ourselves.

>> Barry, if if I can jump in, you know,

we've uh gotten to know you and your

team working together in the US on some

of our high priority brands. So, we've

gotten to know a little bit your

philosophy of going after underpriced

attention and uh knowing that we're in a

postfollower

era because of the way the algorithms

work. But these algorithms, they're

constantly changing. They're moving,

evolving very fast. So, we're we're

curious on your thoughts for the future

like what might be the single biggest

shift coming in the next two to three

years and how can be bare brands try to

stay ahead of the curve? The biggest

shifts are going to be live streaming.

Not just live social shopping, but the

most famous people in the world. Next

are the people that are doing IRL

streaming. Kick, Twitch. This is

incredibly important. I'm sure Eva's

smiling because this has been playing

heavy in Asia, but it's been playing

heavy in the US. Kaisenette, I show

Speed, Aiden Ross, these are some of the

most famous people in the world. So, IRL

streaming will come to every category

right now. young men and women. But

every one of you have seen this movie.

Facebook started with young men and

women. Now Facebook is your

grandparents, right? So IRL streaming is

something we need to think about. What

does that look like? We start doing

product placement like 1950s television

of our products in kitchens of people

that have lots of audiences, right? So

that's something. Um I have a real left

field one. This is very left field. I'm

curious to see who's affected by this. I

have a very strong hypothesis that

collecting as a cultural genre is

something every CPG should be getting

into. What I mean by that is trading

cards, watches, sneakers, comic books.

If you look at the history of consumer

package goods, look at cereal as a

category, little toys inside, right? You

look at Pepsi, you you even look at

suntan lotion, other things. It almost

every execution of a collectible being

added to the CPG has been successful in

acquiring short-term sales and

consideration of new audiences and

long-term value. It was pretty much the

tried andrue model of 1950s and60s CPG

marketing. It has completely gone away.

Meanwhile, I'm sure it's not lost to

anybody who's watching. Trading cards,

cryp cryptocurrencies, Laboo, PopMart.

This is very real. And so, I know this

may sound wild, but like if you're

asking me three years from now, do I

believe one of the better executions

somewhere globally is taking one of our

OTC products and creating a jumbo pack

that comes with a comic book or a

collectible toy or a trading card or a

sticker or a coin. So I think collect

collectibles as I call it collectibles

as marketing. Similarly, I believe in

fashion as marketing, doing

collaborations with hoodies and hats

because what we're trying to do is get

more cultural relevance for our brands

because we're commoditized. We can be

privatelelabeled out, right? We know

this. So it's cultural relevance. And

then finally, we just talked about

influencers. I mean, the rise of AI

influencers is going to be remarkable,

right? These are influencers that are

not human beings. And I believe that

Bear should start developing their own.

Meaning that Bear, Inc. is in the

intellectual property business, that you

will start building out characters like

your Disney, but these will be real

human beings, not cartoon-like

characters, and they will be your

spokespeople. It's a progressive leap

from what Progressive does with Flo or

Jake from State Farm. They lock those

humans into long-term deals. I think

Fortune 500 companies are going to start

creating AI influencers and executing

that.

>> Jay, I think you have a questions for

Gary.

>> Gary, just I mean, you touched upon this

a little bit on on live shopping and

influencers and selling live streaming.

I think live shopping has picked up

quite a bit in Asia. It's been there for

a while. They sell everything from cat

foods to cars. It's amazing how they do

that. But also a lot of AI influences

actually also doing that in in China.

But that online kind of shopping, live

shopping hasn't really picked up in in

Europe or in US. Uh what's your

perspective on is it cultural or or is

it just how how the market is and what

do you advise the brands in Europe and

US for example? Should they wait? Should

they be leading that that part or that

boat has sailed because things have

changed?

>> I think it's crazy to be a marketer and

not pay attention to what's happening in

Asia. Like this has already happened.

And by the way, good news for US and

Europe and we're starting to see the

early signs in Latam. It's happening.

It's not the scale. I mean, in China,

it's 38% of all e-commerce business. Do

you know how insane that is? China is

not Sweden. It's a humongous market. Um,

but in the US, it's growing very

quickly. Tik Tok shop is growing very

quickly. To for context, Jay, you may

see all these little toys behind me.

This is V friends. These are trading

cards. This is my Pokemon and Marvel

that I'm building. We're doing $50 to

$100,000

a night on live streaming. I am very

good at marketing, paid media, creative.

Prior to live shopping, if we did $5,000

a week with best practice social, best

practice performance driving to our

website, we were doing a good job. 5,000

a week, 50,000 a night.

It's a much more significant emotional

model of shopping. It's a sense of

community. It's a sense of

entertainment.

There's a reason that the TV, you know,

the QVC's and all these things have done

well for so long. It is now here. And my

recommendation for everyone around the

world is to immediately do it. The

problem is Jay and you know this and

this is what Eve and I were talking

about the agencies have not caught up

around the rest of the world and so one

of the reasons everyone struggled with

social the last decade is the pubes and

the WPPs and the omnicoms weren't good

at it and so a lot of brands took it

in-house so it became an efficiency play

the problem is all brands are bad at it

too so it was an efficient play not an

effective play. So Jay, I think whether

internally or externally putting actual

effort to find real partners,

entrepreneurs, agencies, internal

talent, whatever is required, you know,

Asia's Asia, they know what they're

doing. Veayner Media, my company is

tripling year-over-year because we're

the option for big brands here. We are

getting copied by the nancond. Every new

agency is building like we built. every

big holding company is trying to figure

out how to reconfigure into it. So in

three years, Europe and Asia are doing

this. But to your point, Jay, and I

assume the purpose of this call is like,

hey, let's not wait. Let's leapfrog our

competitors. That requires a more

entrepreneurial spirit and a little bit

more pushing against the political

machine that we are because we're a

corporation. And look, you're in a very

challenging spot. You guys, I think this

is right. Correct me if I'm wrong,

anybody. You guys just did a whole

creative re global review and awarded

your creative business globally to a

couple of holding companies. That's a

problem cuz those characters don't do

this stuff and a lot of money is getting

sucked up in that model. So, I'm

empathetic to that. That's real life.

That's corporate. That's real life. I'm

not going to cry about that. I'm going

to tell all of you with whatever little

money you have left, you need to be very

entrepreneurial about this. So what do

you recommend to use our money left

>> on everything we're talking about? What

I know about the global holding company

creative agencies is they're not going

to dominate in social. You need to

figure that out first and foremost.

Organic social the middle funnel organic

social production is the business. So

luckily in the US we've got a microscope

and so that's giving the example for the

US team to like see it and I think that

should be replicated around the world

whether with us or somebody else or

yourselves internally. You need to have

a data point for everyone to see it

because I can promise you and Serita's

probably gone through this. We have our

number one saying internally. Number

one, our most religious internal saying,

once they see it, they can't unsee it.

And so once you are affected by

midfunnel proper execution, organic

social at scale, once you're affected by

it, you struggle to sit in meetings

with the old way. So with whatever

little money have left in Latam, Amyia,

other parts, wherever that may be,

India, we must find a way to be

remarkable for our most significant

brands at organic social creative.

Organic, not paid. Paid hides. For 60

years, working media paid has hid bad

creative. What I talked about early in

this was now working media should be

used to amplify good creative. Good

creative is not judged by awards or

opinions in this room. Good creative is

judged by getting organic reach because

it's built on relevance and the consumer

actually likes it.

>> And we have a question. I will also move

now to some question from our audience.

There's one question in term of how we

could create some distinctive creative

because we all want to be breakthrough.

We all want to have great creative but

at the same times we are more or less

average. Um how do you create this

amazing disruptive creative because we

know as well sometimes the attention in

Tik Tok is really short. So how do we

create this attention

and even more conversion afterwards?

Every single day on Tik Tok globally,

dozens of individual pieces of content

overindex massively and go quote unquote

viral and drive significant sales every

day. There is not one television

commercial done globally in the last 10

years that has driven more sales,

including Super Bowl spots, the most

viral Tik Toks on a daily basis.

Breakthrough work is work that sells

product. The answer to this question is

by making dozens of ads every single day

across social media that have an intent.

Just so everybody knows this, I'm glad

you brought this up, Selene. What I am

talking about is not spray and pray. It

is not throw against the wall and see

what sticks.

It is not even test and learn. As Serita

will tell you, we we take a brand on and

we find out what consumer segmentations

we are trying to get. Now what we do

well is we don't play in that old 18 to

35 or 50 year old female. We get much

more distinct, right? You go into

interests, you go into age groups. Our

for example, just to give you one, 25 to

27y old males on the east coast of

America that play basketball. That would

be a consumer segmentation against an

over-the-counter drug, right? So, as you

can imagine, Selene, if that is the

brief to my creative that they are

making a video or a picture right now

for a 25 to 27year-old New Yorker male

who likes basketball, that is driving

the creative we're going to make. We

then post that on social. Breakthrough

work is not work that everybody on

LinkedIn and ad age says that was

beautiful. That's the problem, Selene.

The definition of breakthrough work is

broken in our industry. Breakthrough

work is a video that gets 40 million

views on Tik Tok, on Instagram, on

YouTube shorts. And so how do you do

that? You have many different consumer

segmentations that are very narrow,

which then forces the creative

production team to make very poignant

creative that has teeth to it. And then

you post it and then you analyze it

quantitatively and qualitatively. Some

of the best work we've ever done,

breakthrough work, is because we put out

four different pieces of creative that

did not do well, but we read every

comment on those posts to get the

consumer insights that led to the fifth

piece of creative that took in the

consumer insights from social into

account, which then created the

breakthrough work.

>> Yeah. So, um, maybe I'll share for the

audience, not not to make this, uh, uh,

too much of a commercial, but just to

share for the audience what we've been

doing a little bit in the US. So, we're

working with Gary's team on Mirax, on

Claritin, and on one a day. And we take

the um culture, we take the the strategy

of the brands and that feeds into this

micro segmentation that Gary's talking

about the cohorts and then the creative

is generated um against particular

signals. So, one of the um the posts

that Gary was referencing uh on Mirax is

about uh roommates who um are bestieing

so hard that they start tracking their

poops together. And so, this piece of

creative was actually rooted in some

cultural trends and that went viral. And

it's so funny when marketers say go

viral, but this um this spot, this

social media ad had um over 30 million

views in a short amount of time with

very little media spent against it. So

that's just making it a little bit

tangible what we're doing in the US.

>> Yeah. And again, we're very fortunate

and I want to give a shout out actually.

We've been doing this a long time. We're

an agency. You know, when I'm growing

all my other stuff, I have full control.

We have no control, right? We need

significant dancing partners. Many

people hire us to work with us and then

after hearing all our spiel, which is

super different than everything else,

and on the first day we start working

together, they want to treat us like 72

and Sunny or Ogulvie or WPP. We've been

very fortunate in this scenario. This is

why I said yes to this hour this

morning. It's to give back to the

relationship we're building in the US

because without the dancing partners,

we'd be, you know, 18 months in, 24. The

amount of clients were 18 months in and

haven't even gotten this close like we

are here. It's very frustrating. And we

have something internally called

elephant meetings, right? Address the

elephant in the room. And every with

those kind of clients, every month or

two, we'll have and we're very direct

about it. In fact, I resigned a

significant piece of business the other

day because four elephant meetings led

to nothing. I mean, you want to you want

to talk about shock? Everybody in my own

company and everybody on the client

side, I guess it's not very common for

agencies just to resign the business

because you can't do it the right way.

Um, but this is a big deal and between

what we're doing in the US and what is

happening with EVA in Asia, this

organization should not be going

backwards.

It should not. You have too many

examples. We're just starting to flirt.

Even team out there have a lot of things

working in this direction. This is

marketing. I don't know what else to

tell you. And this is historic. Go use

chat GPT and ask about how many people

fought television when the radio and

print were the primary marketing.

Television was fought heavily. And let

me give you the preview of what happened

in those 20 years. It completely reset

who the biggest brands in the world

were. And we cannot afford to be

marketing like 10 years ago. And so, you

know, look, I'd be lying. I already

referenced it once. We must be

thoughtful about our partners and how we

work with our partners and what pressure

we put on our partners. And again,

you're global. There's politics. I'm

empathetic. But all of you individually

in your own markets must fight for some

carveouts to do this stuff, right? Or,

God willing, I hope whoever wins your

global creative things are actually

starting to move in this direction. I'm

just not optimistic because I interview

all of them every day and they're very

far away.

>> Very good. Um maybe we take one or two

more question from the audience. So we

have one questions. How does this

resonate with buyer guidelines as for

the smaller market? We don't have budget

or resources to manage organic presence

on social media.

>> Sure you do.

>> And therefore we rely on sporadic

efforts through influencer and paid.

>> You do. I love when big companies cry

poor.

You have money. You're just wasting it

on dumb [ __ ]

>> Let me give you an example. Somebody

could counter me and say, "Gary, you're

wrong. Here's my P&L. I have no

marketing dollars." Then I look under

the hood. I'm like, "You do. You don't

have marketing dollars. You control. You

have slotting fee and trade dollars. You

have retail media dollars. We have to

grow up and push against our

distribution partners and take our money

back and drive demand.

It's somewhere. And if you don't have

money, well then you don't have money.

That's fair, right? Like if you don't

have money, well then at least that

means you're not wasting money on

something else. So either you really,

really, really do not have money, which

what can I answer to that? The

corporation decided not to fund the

brand, right? Or you say you don't have

money because you've accepted all these

other things that you spend money on

without realizing that if you actually

took back control and created demand,

you could change the way this is going

for you. It's my biggest concern retail

media. My number one concern is retail

media.

>> But I think the question behind as well

is with organic um presence you also

need to have a double conversation with

your consumers. There is a two-way

dialogue because this is viral there's

impressions there comments and

everything. with our guidelines most of

the time we disable comments on

platforms because of from vigilance

issue because of compliance issues. We

are not allowing people to comment

>> on our because I

>> is there any limitation of doing this

kind of things because you limit the

conversation you could have with your

audience from a direct perspective

>> two things my head of legal because of

my career and who we've done is at the

forefront is literally consulted by the

FTC for this area number two your direct

competitors are not doing the same exact

thing as you are. I cannot fix the fact

that you're at the highest levels, your

legal department has decided to go too

far in correction and interpretation.

Good news. Even though I'd like to

change that, right? You will not be

affected to the degree you're thinking.

Meaning, let me explain. If you disable

comments, you're losing 10 to 12% of the

magic on the community affinity

building. You're losing 25% of the magic

on consumer insights. But good news, you

can get those consumer insights by

reading the comments in different posts

around social media, not on yours.

So Selene, I'm not really in the

business of like crying about it. I'm,

you know, I grew up in the alcohol

business in America, heavily regulated.

I have financial services, I have toy

companies, and I have pharma clients.

Everyone's regulated. And then

everyone's regulated by political

correctness, right? Everyone's scared

all the time in corporate. Whatever the

reality is is the reality. Us not being

able to comment or closing comments

doesn't take away the fact that us doing

proper creative in channels that have

actual consumer attention that are more

underpriced than the channels of the

classic is still a good marketing move

for us.

>> I think there's one question. If uh let

me see following up on your comment

about building a media plan, putting

social aside, how would you advise

identifying the right platforms and

creative to leverage to drive awareness

of our product and push people down the

funnel?

>> By being a consumer anthropologist

strategist, which is a long-winded way

to say that's very easy for me, who

spends all his time trying to pay

attention to where the attention is. The

reason I can bring up Twitch and I can

bring up Kick. The reason I can bring up

whatnot and Tik Tok shop. The reason I

know what's going on on Facebook proper

or WeChat or Line in Japan is because I

spend my time paying attention to where

consumers are. So the answer to that

question is by being a modern comms

planner. I mean, there's really Seline,

there's no difference than me deciding

which channels to go into today than in

1995 and 1975 by actually putting in

effort. It's such a great call out

though. You know what? I don't know if

you see this. You see the goosebumps?

The reason I have goosebumps right now

is the fact that that question is even

being asked speaks to how poorly the

holding company media model has become.

We do not give enough effort to the

comm's planning. We're selling fake

technology. We're selling fake reports.

We're we're we're in such an awkward

place in our industry. And I wish we

could get out of it. We've become

students. We've become corporate. We've

become decks and big data and all this

stuff. The answer to the question is by

paying attention to the consumer.

>> And I think it goes as well with the

last questions. Maybe some of our brands

are highly relevant with our consumers

but lack distinctiveness with our

competitors. How we how do we solve this

in creative?

>> By being relevant. She or he that said

that might say that they're highly

relevant maybe from a use casing, right?

Like like or maybe there's only two ways

to dissect that question without me

following up with that person. If it's

highly relevant, then it is by nature

distinct from your competitor.

Coca-Cola and Pepsi are the same thing,

but they're not, you know, like meaning

like, you know, like uh let me use a

better one than Coke and Pepsi because

as a cola drinker, they do taste

different. Water brands, they're the

same thing. And if you're actually

relevant, that is the way you separate.

So, I don't know if the question is

posed as like we're relevant to their

day-to-day usage needs, right? Like

obviously I need this thing to stop

sneezing or whatever it might be, right?

But this is my point. this company will

be fully privatelelabeled out of

business unless it builds a relevance

creative machine.

And so the answer is the midfunnel. I

don't know what else to tell you. I'm

sorry. I'm sorry you don't want it to be

or you don't get it or you don't like

it. It is the midfunnel. And the

midfunnel by our standards and most

modern marketers that are not in Fortune

500 land is organic social creative

which then allows you after the results

which are based on merit and modern AI

technology to decide if you want to go

up right with the my old viral post. We

could decide to build an entire campaign

around sisterhood in that demo or we

could take that asset and spend millions

of dollars to drive to amazon.com or

Walgreens.com or walmart.com. It is the

middle funnel.

And so as you go through this transition

as a global a company around creative,

we must put stress on whoever you choose

to not do yesterday and to do tomorrow.

And that will be an extremely hard

challenge, but we must press it because

you are not RFPing

production creative social. You're

you're rfping creative shops. So, all of

you are about to get a bunch of decks

with a [ __ ] slogan to do a

television commercial and it is not

going to work and Eva knows it. So, I

have to go and work on my job, but Eva

knows it. So, all of you can get to Eva.

She works at your company.

>> She All of you should email Eva

>> because she knows it. And and guess

what? A lot of you know it. Some of you

have just not been put in markets where

you could taste it as much as she has

tasted it. But you know it. You know it.

You just haven't seen it as often as she

has. I've never seen anything but it for

20 years. I can't even comprehend doing

a television commercial. Can't even

comprehend. So, it's an incredible time.

There's a big opportunity. It's a It's a

little bit of a challenge because of

your global creative art that you're

gonna have to figure it out. But even if

it goes very conservative and classic

like I think it will, you still all

individually in your markets can fight

for a little more money and all of that

should go to midfunnel. That's the

answer. That's the only thing I see you

can do in 26. And by 27, you're going to

realize that model didn't work and

you're going to unwind it and then you

can fund the midfunnel properly.

>> Thank you, Gary. I know you have an art

stop at 10. Thank you. We need to go.

Bye. It was a pleasure to have you.

Thank you so much.

[Music]

Key Vocabulary

Vocabulary	Meanings
relevance /ˈreləvəns/ B2	noun - the quality of being closely connected or appropriate to a particular situation
streaming /ˈstriːmɪŋ/ B1	noun - the action of broadcasting or receiving live video over the internet
influencer /ˈɪnfluənsər/ B2	noun - a person who influences others through social media
creative /kriˈeɪtɪv/ B1	adjective - involving the use of imagination or original ideas to create something
media /ˈmiːdiə/ B2	noun - the main means of mass communication, especially television, radio, newspapers, and the internet
brand /brænd/ B1	noun - a type of product made by a particular company
consumer /kənˈsjuːmər/ B2	noun - a person who purchases goods and services for personal use
organic /ɔːˈɡænɪk/ B2	adjective - naturally made without artificial chemicals
viral /ˈvaɪrəl/ B2	adjective - becoming very popular by circulating rapidly from one person to another, especially on the internet
growth /ɡroʊθ/ B1	noun - the process of increasing in size, amount, or degree
attention /əˈtenʃən/ A2	noun - notice taken of someone or something; the regarding of someone or something as interesting or important
sale /seɪl/ A1	noun - an act of selling something
content /ˈkɒntɛnt/ B1	noun - the material or information contained in a book, speech, or message
audience /ˈɔːdiəns/ A2	noun - a group of people who gather together to watch or listen to something or simply to be together
platform /ˈplætfɔːrm/ B1	noun - a raised level surface on which people or things can stand
distribution /ˌdɪstrɪˈbjuːʃən/ B2	noun - the action of sharing something out among a number of recipients
opportunity /ˌɒpəˈtjuːnəti/ A2	noun - a favorable combination of circumstances that makes it possible to do something
strategy /ˈstrætədʒi/ B1	noun - a plan of action designed to achieve a long-term or overall aim
execution /ˌeksɪˈkjuːʃən/ B2	noun - the carrying out or accomplishment of a plan, order, or task
engagement /ɪnˈɡeɪdʒmənt/ B2	noun - active participation or involvement
insight /ˈɪnsaɪt/ B2	noun - the capacity to gain an accurate and deep understanding of someone or something
network /ˈnetwɜːrk/ A2	noun - a group or system of interconnected people or things