How To Do Social Media Marketing The Right Way In 2023

Social

media

is just a tool if it's not done

right

, it can't be as effective as it has been in the last two years, it's more about being incredibly strategic around the creative variable so that creativity wins and then doing the

media

planning afterwards. the fact not in parallel or before the fact imagine that you told everyone that we will not spend resources unless creativity does well, suddenly creativity changes overnight today we feel very honored and excited to have with us to the one and only Garyvee, thank you Thank you, I'll start with the first question, although I saw that I know that Gary, you have been launching brands and businesses since you were seven years old and if you were to launch one of your businesses like, for example, your wine business today in day. with this

social

landscape with the key, what else are you mentioning, how are you going to do it differently, you know, not much different in the macro, um, so, for context, I learned to be a marketer because I ran the store of wines and spirits from my father at age 22 and had a great passion for building my family business.

I was born in the Soviet Union and we emigrated to the United States when he was three years old and we grew up, you know, with a lot of humility and my father got a job as a rancher. in a liquor store and eventually owned it, so he was the son of a first-generation merchant since he was 14, you know, seven. I had my own businesses at 14. I started working for my dad and I really liked how I think of sk2 as a premium product. within one category, my dad's liquor store was called Shoppers Discount Liquors, so he saw beer, spirits and wine, but discounted on the lower end, but the store was located on one side, it was very blue collar, but the other side was white collar and had wealth, and I started noticing at 14 and 15 that people came in and ordered expensive wine and I thought that was interesting, even at a young age I cared more about customer service than anyone. rule that existed and that's how I learned that people wanted certain wines.

I learned about wine and in 1997 I launched one of the first e-commerce wine businesses in the United States and was able to build my father's business to a three and a half million dollar a year Top Line business generating 10 gross revenues. profits, so from a very small company to an almost $70 million company and an eight-year period of no money, no venture capital, no even a line of credit, my father didn't believe in it and the way I did it, that's how I do it. I would do it today and the way I would do it if I started one tomorrow and this will answer why I have so much anxiety about Fortune 500

marketing

.

With any money you have for

marketing

, you have to squeeze it in and you have to work incredibly hard to achieve the goal. The thing is that you can't generate growth without new customers or without having such excellent service that it creates word of mouth, so back then it was having a website that was revolutionary, back then it was doing a newsletter for email that was profound because it didn't cost me money. I was doing direct mail and it would work, but that cost money. Email. I was able to send an email. In fact, I sent a lot of emails in the mid-90s because I thought that by the year 2000 I'm going to charge for this later, what really tipped the balance was when Google AdWords came along.

I bought each term of wine for five and ten cents per click and it was five cents for a few minutes, then it was 10 cents and I owned that world for two three. years, then email, and then my career changed when YouTube came out. I started a wine show on YouTube in February 2006. I sat there for 20 minutes making content that is now considered best practices today, this was in 2006. That brand that I created didn't pay for it and today the big elephant in the room and you know it because you are in this sector because every kol is doing it but we are not doing it, we are doing it, but you know I come here to I really want to do it and I understand why we are not doing it.

I understand that they are subjective opinions. One visit to the brand is enough. I know what your pain points are, but we need to have this conversation together about the scale of volume of creativity we need and We need to gain relevance, not just our subjective opinions about the brand, and we need to do it at scale, so what I would do today is to produce as much content as humanly possible on Tick Tock Facebook Instagram YouTube Snapchat Pinterest at scale and at the lowest possible cost. which is not at the expense of content quality and I would do that and then when I got the quantum call signals, I would amplify the actual consumer insights to make them more meaningful and that's the model that I believe in. above the line activities I just think they are too expensive and I think we guess and I would prefer to use

social

media as a proxy and I don't think posting on social media spray and pray.

I don't think it's test and learn. I think it's marketing, why is a social media image different than a print ad? In fact, a social media image done

right

will be consumed by more people than a print ad in Vogue, but on Social it's a lightweight thing and maybe it's test and learn, but in print because it's yesterday, we put yesterday on a pedestal. , we'd rather pay four million dollars for a celebrity than four hundred thousand dollars for a kol and the impact isn't even close in

2023

. We'd rather publish an impression. ad that it takes us four months to decide what goes on brand with our brand positioning and then post a suitable photo on Instagram.

We don't treat them the same, but the latter will actually have more impact in

2023

, so I look at marketing and social media like you do marketing. in order to do better marketing, then I would engage in organic creativity on social media and once the signals were transmitted, I would use the media to amplify and create brand building and sales, and that is what I would do today and then when he did it. I would do above the line work I wouldn't do commercials I would do YouTube pre-roll I would do connective TV I would do the new streaming service options because they are more social media based where I can target and again I would try to mitigate my cost of creativity I come from the world of Silicon Valley, where the largest companies in the world Facebook YouTube were making videos for their companies' commercials on the Internet and were spending tens of thousands of dollars to do it, then I came to Madison Avenue and major and smaller companies like yours, in Compared to those companies, we spent millions of dollars to make a video and it was a very big culture shock for me.

I promise you that a 30-second long video shouldn't cost five hundred thousand dollars. I promise, but the reason we're all laughing is because it's the industry rules and the industry has done an incredible job justifying it, so we need to talk about this and everything I just said enhances luxury, not it. decreases, but luxury is very struggling with what I'm saying there is a subconscious reaction in your stomach to this modern thing that feels like luxury is decreasing when you look at the data, the premium watch industry has skyrocketed because of the premium social art from premium car companies, everything explodes, but in CPG consumer luxury this exists.

It's biased that the modern communication channel somehow diminishes the brand, which is really damaging because this doesn't exist anymore and everyone here knows that it's not 20 year olds on social media anymore, the number of 40 to 60 year olds years who live entirely on these platforms and all their consideration that comes from these channels is profound and we must recognize that we must accept that truth. Anyway, I was looking at one of your posts on Facebook meals saying that many of the even 60 euro or 50 year olds are on Facebook. What sets me apart from many people who do what I do for a living is that I am 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 things for eighty dollars, I'm selling 90 wines on Facebook reels for my dad right now as we're sitting here today we sold 80 cases of a 90 barolo on a Facebook reels marketing run, I'm not sitting up here guessing No. I'm regurgitating what meta, Snapchat and YouTube tell me. I'm not looking at where my margin is and then selling it to you. I'm living this and then talking to it and that's why it's worked.

For us, this is based on true consumer behavior, not ideological consumer behavior that brands wish existed or consumer behavior that platforms and agencies push for profit, and the reason why there is a lot of head shaking and acceptance is because when everyone leaves this building. and mark as a human being the words that come out of my mouth are incredibly intuitive because you're a human being living in the world you know this is true what I'm trying to do is create the freedom for incredibly talented people that people have conversations about the truth in boardrooms to question reporting and bonus structures and things that actually force you to do what you're doing and make bosses feel comfortable to give freedom.

We fear things that do not exist. Not a single sk2 post can be published that will make someone say, "Oh, this isn't premium. I'll never buy it again. In fact, their product is so good that we can almost do anything and we'll still stick with it." buying it and that's why I want to create more. Can you go back to the last slide? This is the only thing that matters to me. We need a lot more courage with this global team to do something creative that is relevant, not subjectively fancy. Well, you all know it. We need to help you get there, that's wonderful, so I'm going to take a cue from what please, uh, brave now, the team has had a tick-tock day today, yeah, I'm going to go back to what you said before. that we have to do it at scale because I think the email marketing that you were doing today morning you said yes, 92 percent of the yes, today we are fighting together, point nine percent of 0.09 to open well, That means we have to do it. things at scale we still have to do it with quality and let's take the case of tic tac, and my thumb is working faster than my brain, yes, so I don't know what is entering my brain and if the brand has to do it. doing brand building at Tick Tock in such a fast-paced environment building scale still trying to maintain quality uh what will be your guide because it's the same people that are doing that?

Yeah, yeah, I think one thing that's expected is that you have to be. a practical practitioner yes, but beyond that, if necessary, yes, I got it, I got it, let's start with the most important part of that question. Can anyone here define quality for me correctly because you asked the question how we maintain our quality I would like someone here to raise your hand and define the quality of what to maintain sk2 in a post about tick tock if you sell the product it is a quality ad so that's interesting you're real we need to be friends right away um that's not the first thing I expect it just completely disappeared.

I wish you could see what is happening through my body. I think that's one of the most important answers I've heard in the 13 years I've been doing this. I agree with I agree that quality is one of the absolute things we should judge when we say quality: does the product sell? Now I can make a Proctor and Gamble example of this based on what just happened. Why are we sitting here today? I'll tell you. From my perspective, why are we a gentleman named Chris Heyert who worked in the US and Rand Olay had the intuitive belief after hearing me speak at a conference that maybe I wasn't crazy because I might be onto something and he asked us that we had him go to Cincinnati and have a meeting, so we did it, we talked about it later because he's a business operator, not an ideological marketer, he gave us a chance because I was selling it.

I did not compromise on any step of the model path. which allows us to make the model that is consumer segmentation at scale, volume at scale because quality is subjective quantity, we did not make the model that we were building olay.com, very easy to measure on olay.com, very different from selling a Tesco or a saintsberry. or at Walmart, you could see it, the creative piece that changed our relationship. Vayner and Proctor, one creative piece changed our relationship, never, not one commercial that won a can, not one Facebook post, do you know what that Facebook post was like? a picture of a cat with lasers coming out of its eyes Olay has a standard, not the sk2 standard, but just to give you a preview, a cat with lasers coming out of its eyes was below standard if it was going to be in a subjective meeting , but because the model was built, we can do it our way, that ad that sold the living Jesus ofOlay became an outdoor medium because it was proven to work and it became a conversation that we could continue to build off of, so you threw me in.

A tremendous curveball in responding in a way that is so dear to my heart. I think quality has to be a factor in achieving the mission at hand, which is getting someone to buy it. I agree with you. I also think the way quality is discussed. in every boardroom in the fortune 500 cpg landscape is based entirely on someone's opinion, whether it's fancy, funny enough, irreverent enough, your personal opinion, so I think to answer your question we must define quality first. I think everyone here intuitively understands if they had to bet their children's health on what the tic tac would look like so that the sk2 cell would probably look very different than what everyone here would approve of and that becomes the debate I would like to have because why are we so excited?

What is relevant? Why are we excited about what is relevant today? Luxury around the world requires growth to work. Partnerships with streetwear brands, do you understand that 25 years ago if you told Louis Button, Gucci or Hermes that they would be making collaboration deals with street kids in Queens, would you They would laugh until they got you out of the room, but they reached a point where they couldn't? gaining relevance is enough without them, we must learn from what happened before us, there is absolutely a place for this brand to make high-end, undeniably very expensive, mass-produced videos and images, which we will never stop doing for a while, but there has to be a relevant, simply human, authentic and contextual place, especially if you don't want this brand to completely die with 45-year-olds if you don't acquire 25, 27 and 20-year-olds who, as you know, all The days require more and more of their formulas, to the point that our point of differentiation in the enormous and incredible formula that we have continues to close the gap if we do not become relevant under 35 years old and yesterday we will all wake up and realize that it was our era that put the executives who will be dealing with problems five years from now in a curious place while you are the custodians of this iconic brand.

I ask that you not put the next group in a dangerous position. Any idea about a luxury brand that you think is actually making this similar amount, all the brands that companies like you end up emanating because you went from zero to 100 million in revenue by doing this model, none of your contemporaries are doing it, for That's why all the holding companies and all the fashion brands follow M aing. all these brands I would rather you not pay 50 times ebada for a brand that started three years ago and do it yourselves, that's where you can imagine the boards and CEOs of the companies I work with buy a lot more in which I say marketers because they know what I'm talking about and I know this room knows that this is a very specific category.

You are in a very dangerous era. The kols. Now they understand that they don't want your brand's money. They want to be your competitors. They come and they really come Gatorade has a problem, it's called Prime right Emma Chamberlain doesn't want her crazy hundred thousand dollars anymore, she wants her market share and this will happen at scale and wait until the platforms decide to become her Partners, my friends, no we have much more time to waste time, we must become much more relevant very quickly, grounded in platform and cultural truths, and we must allow our insecurities, egos and ideologies to be left at the door and walked in. boardrooms and beat the truth of the consumer we must challenge and we must talk to our bosses bosses bosses with respect but with sincerity about what is really happening with the consumer and you all know it, for me you know that that is the part that motivates I'd like to do things like this if I can get one person here to say, "You know what I'm going to say" at the next meeting.

I don't think the circulation of this magazine is actually the amount of impressions we're getting. Enough of everything, but measuring the brand is like measuring love. Measuring the brand is like measuring God. I understand that you have reports to justify, but that doesn't mean it's true, so we need to bring common sense back to the table, you know, we do a lot of things. 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 completely different conversation that has to happen in this industry.

We must bring media and creativity under one roof for one agency. We can hold them accountable because this whole game doesn't do anything for us if you do it and we get it done a lot on social media and together creatively, what we started to do is take your biggest retailer in the market, you could say. Let's try this in Japan, we take your largest retailer, let's say the retailer has 200 doors, we take 55 doors to act as another 55 doors, we run ads within a five mile radius for those 55 doors, we don't do it for those doors and We look at the increase, let's say.

It's black and white, the model I believe in is desperate to be accountable to companies, the industry has done everything it could and can not be held accountable and that's how I would do it with the brand because you know you're affecting them. . not because of the discounts not because you are a good sales organization, you have an amazing location inside the store, it is because you have shown that the messages have forced more people to buy something than not to buy something and that is how you would do it. I have a question because what is your name?

Nice to meet you. Because the point you talked about is more versus what's called EO in Ft, as we call it. I feel like I feel that tension in my work because I'm doing exactly what you are. said in the volume on the right, which is producing ads in paid media, removing the whole version of China, um every day and um, if you want to talk about relevance, obviously, what is relevant to everyone who would look different and So, I can create, you know, a thousand or a million different types of copy and types of images that will work for different people and for yourself, and are you doing the media with the creativity at the beginning or are you letting it creative post organically look at qualitative quantum feedback of how strong is the algorithm? is to show the intent and then amplify the media, so I know that's not bad for you, to the point that what matters is that the creative is served first, allowing consumer intent and insights to drive the decision to assign creative media against them or are we making decisions like old advertising where we just look at the creative and then compare the media with the correct target segmentation, that's the answer to whatever you're about to answer and that's the next thing, because the other thing is that social networks are just a tool for you to know if they are.

If it's not done right, it can't be as effective as it can be, so I think there's something that you should absolutely try right away and China is like my dream world for me because it's totally integrated and horizontally and there's no debate, so That's why everyone says, "Oh, China." different like China is the same, only they can see it and here we have a fragmentation that does not allow us to see it, so we assume that it is not true, so the vertical and horizontal integration of China and the way in which consumer behavior influences You have much more attention for this type of work.

I just want everyone to do that kind of work. However, even in China there are variables on how to maximize your execution. I think what you need to do is add a very strong rigor in Parallel, while still doing what you know works or what you're comfortable with, where you base it on really focusing on the organic strategy of creativity and letting the Relevance becomes reach and then amplifying that reach, the problem is when you plan the media in advance with creative, the media is forcing reach, but we have no idea if the creative is absolutely driving relevance or conversion, which we are forcing, we can see it in CAC and LTV, but we don't know the variable difference.

CAC would be 13 instead of 63 if the creativity had been different. What's so powerful about modern social media as opposed to social media four years ago is that the algorithms are now incentivizing because they want to keep attention on the platform, the creativity is better, now as opposed to the last seven years. The last two years are more about being incredibly strategic about the creative variable so that creativity wins and then doing the media planning after the fact, not in parallel or before the fact, bye, true, true, but what will happen there it is something more important. and deeper what I'm saying is right, but imagine now if that's true, imagine you told everyone that we won't spend media unless creativity does well, suddenly creativity changes overnight, so if there is a proxy there that is incredibly powerful at that.

The framework that forces creatives and strategists to be really good at creative media has been the band-aid and makeup of creatives for 70 years, we don't need to do that anymore and we shouldn't, so yeah, I'm saying it. that, but there is something bigger that requires a rigor and a capacity and a strategic framework that is much deeper than what you are getting right now in creativity and creativity is your variable on your TV calculator, the tension is also that yes Yes we think a lot about relevance, so I think, and maybe some of my colleagues feel, that there is a concern about what is true or iconic for the brand, that is, if I think about the brand, I would think about certain elements and a feeling certain. that's consistent, that's your feeling, that's your feeling, but that's a focus group of someone you know I get it because you guys and girls sit in boardrooms and adopt a brand positioning where They spent a lot of money, which is essentially a sentence or two. and they present it as a north star, but that means nothing to the end consumer.

You know, I get that people have convinced everyone that that's schizophrenia, that's what you don't know about the brand, that's the gist of it, but that's not how consumers work. 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, but it's not true, um, people buy Nike because they want to have Virgil collaborations I speak in his shoes because he wants to point. The very reason he wears that Modern Art hoodie communicates to me who he is and I had a closer affinity with him because I like streetwear, so I think you know, I think we need to have a much stronger conversation about the consumer psychology. and I think our industry is behind because we hold on to things from the past that made it easier for corporations to do things and their partners reinforce it because they get margin on it, you know, the scope and frequency is crazy, it's a potential reach, it is not. updated reach do you really think all your programmatic banners are being consumed?

I understand it and it is very religious. It's also been uncomfortably proven not to be true when you look at the business landscape over the last 15 years. That's why there are so many fashion brands. to do collaborations at scale, they need relevance and most importantly the question: What's really fun about this conversation is the meaning of "okay", so now let's say I'm the consumer of your right that you're talking about and you don't I don't want him to be confused, right, you want him to understand what the brand represents. Do you think if God forbid I would somehow see an Instagram post that had a boxer holding a bottle of sk2 and say well that's it?

I will never use it again, you could say yes, I think it would be fine, no problem, here's the problem, can someone show the sk2 hashtag on all platforms in China, the US and the rest of the world on the one we are not? control of our message anyway the consumer is publishing so much scale we have no control in this narrative anyway the cat is out of the bag on this if we don't publish it it is being published so we are living in this ideological framework that There is no such thing as the schizophrenia that everyone fears so much it has already happened the brand is appearing on a scale that is not us in any way in the way they want I am saying let's control some of that you know so that's what I have A lot of compassion for your series of questions and I have an incredible passion for the business results of the last decade, which shows that there is a huge opportunity to go for the alternative of what we have been doing and I think it is a worthwhile debate, oh, hello.

Gary, it's Victor. I'm from Human Experience in operation putting out books for the quick sk2 rap experience. Hello, thank you both. Sherry. I've also been a little fan of yours for a few years now, so it'sa dream. Thank you so much. Me too. read your book as if it says how to start your own, why this is from scratch and now with this skill, let's do the process when you face a really big challenge or crisis from a business point of view, how would you like to motivate yourself and stay resilient to move the business forward? go ahead and do even better.

I mean, thank you, that's a great question. I am incredibly far from my career. I don't believe it because I don't care. It's the answer to your question. The reason I can deal with very difficult situations. challenges the reason why I'm willing to ridicule myself or you know, when you say that when you're a public figure you get a lot of emotional baggage from opinions and thoughts, it's because I don't have my self-esteem figured out. In my businesses, the reason I've really been able to overcome challenges is because I always perform well. God forbid. I make the wrong decision.

I will lose money. Who cares? God forbid. I make a series of many bad decisions in a row. I'll lose my business who cares and then I play the other way around what if I did everything right and became the most successful businessman in the history of the world but the day after I got my mother to pass away I would be happy? the answer is no and that's why I keep my life incredibly simple separate from my professional career I have a passion for my professional career as you can see I love my job I love this game you know I love thinking about him I love this but he's not in my soul it's my game and that's why it's very easy for me to make challenging decisions.

Hi, I'm Jody Spriggs, um, it was Chris's Analytics, so I had the pleasure of seeing you come back and then talk about this and the amount of talk about laser cat eyes and the rest. of Cincinnati PNG Ivory Tower, which is crazy. One of the hottest words right now is sufficiency and how much money you have to spend on different types of media to be enough and we're not. I've ever had good answers and Judy and I have been talking about this for years, how do you think about being enough in the wine business or how you decide how much money to spend and where?

And yeah, it's a lot of fun, so I'm going to give as much of a keynote as I can and I'm going to reveal something that I'll give you a preview of right now. We're launching something called modern communications planning, which is the answer to this question, so the jargon I've used in business and within my organization is buying attention cheaply again, similar to much of the combo that we are having, much of this is based on a common sense and consumer behavior hypothesis that is then verified through a resistance group against the business truth that we know, so we know that for the spent media. anything that has an artificial minimum cost is already overpriced: a television ad, a billboard, a print ad is already overpriced because the merit of the consumer, the behavior behind it is not taken into account, we know, on the other hand, that anything that is purely docile has the potential to be incredibly low priced, so this becomes an early mark right away, then you have all sorts of things that have the potential to be extremely overpriced and extremely undervalued in the creative variable as a kol as an event marketing campaign, so in a way They are really starting to put pen to paper on some T.

They have some eyes. I'd love it if you'd like to reach out to the team that's been working on this for two years in a bat cave and let them show you. It's really exciting to me, it's the media planning version of our creative argument because when you put those two together, it becomes everything we've seen of why Tesla, Tesla, many other brands have gone from zero to substantial players, already you know, Elf Cosmetics, yeah, fully constructed. in modern communications planning and creative variables that we believe in and they're not even doing it very well and how to do it on a four in a world of ones with the ability to get to ten and a really exciting time, so it's the La The way we do it is by being absolutely impassive about where we plan our means and we don't commit to anything from the beginning, yes, so what that allows you to do is have incredible flexibility to take advantage of the Truth, including the things that have artificial floors, for example, I like to buy. outdoor media I just like to buy them when they are on Remnant for two months and instead of 80,000 for the billboard I can buy for three thousand the Drive Time radio, an incredibly clever and low priced medium for certain demos, but then the variable creative is such a factor and so what you need to do is market, not test, not spray and pray, dial it in at scale across the board with a low cost upfront investment, get affirmation from Business and Consumer Insight and then scale up back, no different from the little nuance we just talked about, especially, you know?

China is a different value, but especially in a post-iOS 14.5 world in Southeast Asia, Europe, America, The Lazy CAC LTB retargeting is gone, so a whole new framework is required. Attention is the only currency that half of a third of 25 percent of that audience turned to. tick tock completely, so you lost attention. There are more people posting on Instagram than there were three years ago. Less consume it and therefore organic reaches struggle on average, of course there are good creators who can correct the fact that Facebook works especially for this brand. What do I want you to get to in my dream world if you are buying Facebook reels for this brand correctly as media playback, post the creative reels you are posting four times a day and get quality feedback from Quantum.

Find the three pieces a month that are actually significant laser cats and then amplify them on Facebook Reels for this brand would grow this brand significantly and that could run for seven months or three years depending on the market dynamics. It's very subjective because of course it's right, but think about what you think. We agree? I'm saying let's make it relevant to 40 to 50 to 60 different consumer segmentations at scale. You're saying let's make a commercial and perform it somewhere else. You're playing with relevance wrong. Okay, so stop making a single commercial and making everything match luggage, all trading, all digital assets, all cut, let's do a trillion dollar shot and cut it for social media, no one cares, you like that?

So we're in. Okay, relevance is so individual, there is to me this is where long-term creative AI is going to be courted and to your point it's going to be hard to make a million for a million, but there's something in between. I loved it when people took it. more extreme than me, they say that we are going to make a million scale customizations, a million pieces for a million. I think cool AI will do it in 20 years, but in the next decade or two over our careers, there's somewhere between one and a million and that's really what we've been talking about here all along.

You're right. The relevance is that I am perfect. Social networks in 2023 are what can take us to 60 40 29 13 61 consumer states. call them cohorts consumer segments 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 together, you actually create a kind of weird middle version of AI and humans because actually , you are constantly smart, you do marketing every day to do smarter marketing. Nice to meet you. It's a very noisy world. Yes, you know that all consumers have timed themselves. It's been really fragmented, right, um, and everyone's trying to get everyone's attention, that's right, the Internet or social media, right, we're not just competing with Unilever or JJ, we're competing with the world exactly right and you know so many things going on, yeah, every brand, yeah, every curl, you know, celebrity assets that I have.

I heard Tony, yeah, it's all of these, yeah, how does the brand that's trying to let you know evolve with this trend and you know, millions of dollars, yeah, we're spending on a lot of the brands, you should, you should be making How do we get it? consumers by doing everything we just talked about you should be earning you have more money than these kols how do you do it by stopping doing the above and pushing down by not taking four hours or four meetings or 19 meetings with 19 people to make a subjective call in a single tweet, I mean Jesus, this is how by creating a process to leverage everything we just talked about, you said it perfectly, everything you just said is correct and how we combat that by making a single piece of creative for a huge amount of money with a very expensive celebrity and trying to get it out into the world and make it all match so it's on brand, that in no way even the consumer cares about whatever they're going to create and we're pushing for them if you make good things, but you can't make good things when you try to make a piece of content mean something to everyone, which immediately means it means nothing to anyone if Laser Cats isn't something we think about.

We had a process to come up with big ideas, we didn't think we had a big idea when you do a creative presentation in this building globally for every brand in PNG, you are literally presenting three agencies where there are actually two people. I worked on it. I know they had nine creatives in the room, but only one was going to make the decision of what your brand person was going to see and then a brand person makes a subjective decision and you bet the farm on it and then you spend huge amounts of money into the production of a unique creative piece and then you distribute it in an overly expensive care framework because you are buying reach, but a group means nothing if it is not consumed and then you go digital and get fooled again. doing digital at scale, aka programmatic, which is a black box for your agency to earn nothing but margin on horrible inventory on the internet and then you passively say oh we should do social media and 80 percent of the time you say that's how it is. be on brand of what's here, which means the customer doesn't care because they don't know anything about the platform or the culture and then we sit back and wonder why it feels different, thank you very much.