Orlando for ANA Masters of Marketing Gary Vaynerchuk Keynote | Fall 2016

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– A different ANA presentation. Marketer, entrepreneur, social
media guru, internet personality and agency owner. Your next speaker is not afraid
to tell it like he sees it. Fresh out of college, he took
his family wine business and grew from $3 million to
$60 million in just five years. From there, he set his
sights on marketing, social media
and entrepreneurship. With us to discussed the notion
of marketing in the year we live in is the CEO of digital agency VaynerMedia, Gary Vaynerchuk. – [Gary] Thank you so much.
(audience applause) Thank you. Thanks for having me. (energetic music) Morning. (single man cheers) (laughs) I’m really
excited to be here. As somebody who has comes from
outside the industry over the last seven years I’ve become
very fond of my contemporaries and the creative and strategic
people in this industry and I’ve enjoyed it quite a bit. My back story is very immigrant. I was born in the Soviet Union. I came to the U.S. I lived in a studio apartment a fourth of the size of
this stage with my family. My dad got a job as a
stock boy in a liquor store. We were super poor the first
six, seven years of being here. And eventually, how many people are immigrants or
children of immigrants? Raise your hand. Awesome. So you guys,
a lot of you know. There’s a really hard-core
secret immigrants have. It’s a tried and true strategy. Don’t spend money on dumb shit. (audience laughter) That’s what my parents
did for first 5 to 10 years. We saved and eventually my dad bought a small liquor store
in Springfield, New Jersey. This industry is so
interesting to me. Besides the last political
question, most of the questions that were asked of all these
wonderfully smart people the part that I was most fascinated
by as I watched that was who gets to be the judge and jury? Right? Who gets to
be the judge of quality? Who gets to be the judge and
jury has been the number one question that I’ve had since
I’ve entered this industry. ‘Cause, you see,
my story is simple. When you go into a family
business and you’re a first generation immigrant and you
have to work for two bucks an hour as a 14-year-old in a
liquor store, there is no Cannes Lion Award that justifies
your marketing strategy. There is no modeling mix. Right? There’s no subjectivity. My KPI was to sell
more Pinot Noir. If my marketing worked, my family ate more
and had more stuff. And so, I come from a background
where I disproportionately respect sales and marketing in
very separate silos but I find myself in the last decade where
a lot of people mix the two and debate the two and don’t
have as much vested interest as entrepreneurs and business
to actually dissect the two. What I’m excited to talk
about this morning is deploying dramatic common sense in a 2017 world to an industry that I’ve had an unbelievable
time getting to know. When I first got here, I came
out of building a liquor store from $3 to $60 million in
five years with no money. How did I do that? You have to make
every penny work. Not only was it
doing $3 million a year, we were running
on 10% gross profit. So we had $300,000 before expenses to make
our business grow. I did that because while Sherry,
Lehmann’s and Zachy’s and Sam’s and K&L and Wine.com with it’s
$188 million in funding were doing the Wine Spectator and
the New York Times and Wall Street Journal and
direct-mail and outdoor, I decided that launching an
e-commerce site in 1996 was a good idea instead of
opening a second store, this was going to be
my second and third store. The other thing I did was I started an email
newsletter in 1996. How many people here have
done or have been close to email marketing in their career? Please raise your hand. Great, you’re going
to love this one. In 1996, 200,000 people
on my email newsletter and I had 91.3% open rates. (audience groans and laughter) – Not because I was a genius
or the copy was so great. It was ’cause nobody
was email marketing. The one thing I promise you more
than anything, more than I know that the sun will come up
tomorrow I know one true fact: marketers ruin everything. (audience laughter) It’s what we do. Two-and-a-half years ago I was
so pumped when I decided that Snapchat was going to be the
next frontier and I couldn’t wait to fuck up
that little ghost. (audience laughter) You wanted to
follow your friends, I wanted to sell you shit.
Right? So that’s been my life. Email was this new thing. I was like wait a minute, I can
reach people instead of doing direct mail and
paying for the paper and paying for the stamp, I can do this and wait a minute
I was selling the wine Opus One, Chateau Lafite three to four
months ahead of my competition because between the time they
have to make the catalog and get it into your home,
I was already in their inbox and here’s the punchline. My friends, I am not a
digitalist or a futurist or definitely not a
social media guru. What I am is I really
give a shit about one thing. I have one pitch. If you’re a baseball fan,
I basically equate my career much more to Mariano Rivera
than anything else. He was the Yankees closer for
15 years, he had one pitch and nobody could hit it. I’ve played the same game
since I was six years old. When I started my
entrepreneurial career, I started a lemonade stand. But I started five of them. I manipulated my friends to
stand behind the lemonade stands all day and what I did was
I walked up and down the streets of Edison, New Jersey,
it was 1982 a different time, and I would watch cars drive. This is how sick and broken
of a human being I am, as a six-year-old I would walk up and
down the streets of New Jersey and I would sit, sit and watch
people drive on the street and try to figure out which tree or
pole was better for me to put my lemonade stand sign on because
I was following their eyes. And basically the rest of my
life has been one hard core religion around attention. I don’t care about
traditional or digital. I stand here today and a lot of
people know me and I think I’m all about Facebook and Snapchat
and Instagram and I am but I will stand here today,
my long-term plan, I built an agency from 30 to 800 people
in the last five years from $3 to $100 million in revenue. No M&A, all growth but my main
goal is predicated on building a private equity firm on top of
it because while great companies like the one the presented right
before me can only spend money on their 7 to 12 monster brands,
there’s ungodly amounts of great brands in that portfolio
that are going to be sold off. I’m going to buy those brands and I’m gonna run
them through my machine. That is my plan of how I am
going buy the New York Jets. Right? That’s my strategy. (audience laughter and applause) Not so fun right now. So for me what’s been
interesting about building my agency is that we’re not so
special, we’re not so great. What we are is we are
disproportionately aligned with our clients because
I want to become our clients. My goal is not to run on the
highest margin so I can sell my agency for eight times EBITA
to a fucking holding company. My goal is to build an
actual business and what that’s done is–
(audience applause) – Thank you. So what it’s done is it’s made
me want to break and rewire my first corporate
America meeting of my life. So in 2006 and ’07 I did
something super smart. I invested in Facebook and Twitter very early on
and then Tumblr. And then Uber. I’m mainly saying
that to humblebrag but it’s an important thing. I decided that this one pitch
that I had, because I built Wine Library on email marketing,
then the day Google AdWords came out I bought a word wine for
five cents a click before they raised the minimum to 10 cents a
click and I sold a lot of wine. As a matter of fact, it’s
the great regret of my life. It is why I will pound you at
some point in my 18 minutes here on really understanding what’s happening in the
Facebook ad ecosystem. It is the 100% replication of
early Google and I was selling a ton of wine but I should of
put all my money into it because when you have a once in a
generation arbitrage of attention that is grossly
underpriced by the market, you need to become pot-committed
to extract all the value. And even though I grew my dad’s
business from $3 to $60 million, the truth is and this is not fun
for me to say to you, it should have been $3 to $150 million
because all that direct mail money and all that billboard
money and all that New York Times money should have
went all-in to Google because I would extracted such
phenomenal ROI. My career took an interesting turn four months after
YouTube came out. YouTube came out, I took a look
at it, it was another moment in my life like e-com, like email
marketing, like Google AdWords where I felt it. I was like this is
going to be big. And I started a wine show
called Wine Library TV. It was the first time that advertising wasn’t
driving my revenue. It was content. I was producing a show. The show was pretty basic. I sat in front of a camera
for 20 minutes and drank four bottles of wine. (audience laughter) Best gig I ever had. And at its height hundreds of
thousands of people a day were watching it and I was
selling lots and lots of wine. And that taught what I’ve always
known and I want to say this before I go into the next part
of my rant because if I don’t say it, it will get lost. My absolute belief is that creative is the
variable of success. That the creative is
the variable of success. The problem is I fundamentally
do not believe how this marketplace brings
creative to life. If you go home and tell a
non-marketing person this story I want to know their reaction. Hey, Sally, best friend, let me actually tell you
about my business. This is now the general
industry, no agency, no brand. This is the net
score and you know it. Here’s the bottom line. Here is how most
brands work in 2017. We’re there already, right? A human being, and one or two of
her contemporaries come up with some creative ideas for a brand. They sit in a room, they get
some insights, they have some strategy but in general
sometimes, by the way, they come up with creative ideas. Humans.
Three, five, six, seven. They then narrow down their five
to seven ideas to one to two, maybe three, because, you know,
the meeting to pitch this only has a certain amount of time. The person on the other end is
normally, by high percentage, somebody who went to business
school and was taught to run a P&L and a business. That person sits in a room,
lets the other person present. They watch a couple of videos,
talk about other cockamamie horse shit and then those
two people at the top, the brand person and the creative person
from that agency, those two human beings decide
what the creative is the brand. Now what’s interesting
about that creative is it has to be 100% vanilla. You know why? Because when they deploy that
creative 60 to 70% of the money, maybe 50 but probably closer to
70 if you factor in the other channels besides television,
but 50% of that money is spent in the form of making
a 30 second video. That 30 second video in 2017 is
deployed the following way; it plays in-between television. Linear television. Let’s get really honest
here for one second, friends. By show by show of hands, and
remember lying is the devil,– (audience laughter) by show of hands, how many
people here in late 2016 when they watch television,
outside of live sports, watch it on your time? Not when it actually airs. DVR, TiVo, on your
time, raise your hand. Oh, weird, everybody. (audience laughter) And of all of you that just
raised your hands, if you’re not doing Netflix and HBO Go which
is by the way the majority of the emerging trends but if
you’re DVRing ’cause there’s unbelievable content on network
television, how many of you in 2016 fast forward every
single commercial when given the option? Raise your hands. Yeah. All of you. And by the way, let’s all agree this is not a
14-year-old girl crowd. We’re old. (audience laughter) And miraculously, miraculously
if that commercial that you spend 40, 50, 60, 70% of your money and
energy on gets lucky and actually airs in front of
you because I don’t know you dropped your fucking
remote of the bed, (audience laughter) when it airs there’s not a
single person here when that thing airs that doesn’t grab
this and wants to talk about what LeBron just did
or what she just wore. I promise you one thing you can
count all the impressions you want for the rest of your
life including the single worst execution of marketing today
which is programmatic digital banner buying on
desktop computers. (audience laughter and applause) And you know it ’cause nobody
here is going to WomensDaily.org bottom left-hand corner below the fold to see
a fucking banner. (audience laughter and applause) And so we’re
playing an attention game. The first meeting I ever went
to incorporate America in south Jersey, big CPG brand. I’m super pumped. I knew a lot of people. I was very close with Bob Kilts
the former CEO of Nabisco, Kraft and Gillette so I knew the
game somewhat from afar. I knew that some many people
that were winning in 2009 after I made these big
internet investments and had my successful business I knew I was
going to have to each shit for a decade to build a client service
business, to build a foundation for me to build my thing. So I came in with as much
humility as I could which is hard but I came in. I wanted to listen, I was
excited and here’s the first meeting I sat in. I promised myself,
I even called my mom. I said, “Mom, I’m not
going to say a word. “I’m gonna listen.
I’m gonna do it.” Walked in and
it’s an IAC or an IAT, lots of agencies are there. And the first PR
agency stands up. And this PR agency’s tells this
brand that they got 88.3 million impression for the
brand the month before. I looked when I was curious
because I come from digital they counted all of Huffington Post’s
monthly traffic, the whole net score,
for a mention somewhere deep four clicks into
that ecosystem. And everybody clapped
and the next person came. Some insights type thing and
they said that the Millard brand study was one of the great things that they’ve
ever seen in their lives. And everybody clapped and then
we watched a video and everybody got emotional and clapped. And then everybody clapped. (audience laughter) And then I looked
at the last page. And it said that the
brand was down 27%. (audience laughter) And that’s when I fought but
I couldn’t go there I said, “Look, I know,” and by the way,
everybody’s making fun of me. It’s 2009 I just put this brand on Facebook physically
with my fingers. They’re like, “Isn’t
that for my daughter?” 2009 is not that long ago. I know a lot of you have been in
the industry you know the level of disrespect
these platforms had. So they make a joke, fine. And then I just ask a simple
question is, “How in the world “can we sit in a room for
90 minutes and everything is the “greatest thing we’ve ever seen
and the business is down 29%?” And the MMM said we
were getting huge ROI. I mean everything. And then the brand manager and
the senior brand person looked and they’re like,
“Yeah, confusing.” I’m like, “It’s not
fucking confusing asshole.” (audience laughter) I’m like, “It’s simple. “You’re scoring on
the wrong shit.” You can you measure
any marketing activity. The problem is we have a process
right now that was made from 1950 to 2000. There’s a new world. Attention is in
different places. I could care less if Facebook, Instagram, Snapchat
exist tomorrow. I just care about
where your attention is. How in the world, where we know
the following which is every single passenger in a car
today is looking at their phone. Shit, 25% of the people that are driving are
looking at their phone. And outdoor media prices go up
because that what always happens because they’re trying to
squeeze the last dollars out. So I was always confused. I was confused. I was saying,
“Why is this happening?” First, I got mad at
the brand people. Then I got mad at the agency. It’s the whole ecosystem. How many people saw
“The Big Short”, the movie? Raise your hand. Perfect. I never talk in movies. My mom scared me when I was
10 so I don’t talk in movies. She said that was bad. I’m watching “The Big Short”,
I’m sitting with my wife and it was the first time
I ever talked in a movie. We’re watching and
all of a sudden I just give her
a little this and I go, “Lizzie this is what’s happening
in the advertising industry.” Everybody knows, everybody is
just not in on it from in a illegal standpoint,
we’re just in a machine. We know what’s being scored. I used to be mad at
you but now I understand. You can’t take this risk. This is how MMM is stored inside
and you’re not going to be promoted and what if… We all know. Great, brand’s are up,
you can show creative but there’s a lot of variables. The money you
pour into trade, trends, what your competitors are doing. Creative is a variable of
success, it’s just not the only variable of why a
brand would grow. So I poke her and I go, “Lizzie, this is happening in
the advertising industry. “And I’m the guy with
the weird fucking eye.” (audience laughter) And by the way I am no hero. The only reason I even tell this
truth is ’cause my financial interest isn’t vested
in growing my agency. It is not vested
in other things. I’m just going
through my North Star. I’m trying to figure out which
people in here understand that when you do the behaviors
that make you successful in a corporate Fortune 500 company
today you are completely going against what will make you
successful in a corporate Fortune 500 company
10 to 15 years from today. I tell my friends that
I get to know I go, “Look, I know why
you’re doing this.” You can’t take this bet on
Snapchat even though you are selling just 13 to 18-year-olds because it’s not
scored internally. It’s not supported by
people two rings above you. That’s why you’re
not going doing it. You believe it. Hell, I know that you as a human
being think one thing about marketing and selling but when
you put on your business jersey and go in every day
you act a different way. And I used to be mad
but now I understand. Now I’m mad at the CEOs of the
biggest companies in the world because they’re creating the
scoring and by the way back to the attention graph, my friends
when I buy my first brand, and you’ll watch me do it, the first
thing I’m going to do is run multiple Super Bowl ads. I believe that the number one
underpriced value of attention in today’s marketing
world is the Super Bowl. Because every single
person watches it. Whether they watch it during the game or on
YouTube the week before. The problem with the current
execution of Super Bowl is the creative has so much vested
interesting in being a showcase for agencies for new clients and for new employees that we’re not making the kind of work in there
that really takes advantage of having all of America. There are so many brands in here
that are gonna spent hundreds of millions of dollars on CRM over
the next decade that they could accomplished that data
collection in one Super Bowl ad with the right creative
execution to get everybody to do something in their funnel. But as much as I think the
Super Bowl ad is greatest buy in the world literally the second
most expensive commercial in the world is the worst. Because much as we’d like people
to watch commercials during the Emmys and the Grammys and NASCAR it is just not the
same attention behavior. Live sports, a lot of people
have been hitting me up, you must be pumped
about the NFL ratings. I’m like I’m not. I’m not going to use that. 11 of the 18 primetime
games have been blow outs. That’s why the ratings are down.
You could talk about elections, you can talk
about anything else. I understand why it’s happening so I’m not gonna
use that cheap shot. And by the way, DataLogics,
an unbelievable company, helped grow my business but it’s no different than Nielsens
or Millard Brown. It was the report
that you accepted. Fine, but I ask this room and by
the way a room I’ve really come to love because when you can
talk about the cross-section of creative and sales, that’s me. That’s what I love. I love this room. What I’m scared about is you’re
all playing a game for 2016 that’s in your vested interest,
as you should because you are human being, the problem is if
you’re not paying attention, the game that we’re all going
to be playing in 2026, they’re gonna judge you poorly. Please go look back the
last three revolutions, Industrial Revolutions. People that got hurt the most look exactly like
the people in this room. Which they were making
behavior for the prior game. They were training
for basketball and the world made them play hockey. If you think Uber and airBnB
and all the direct to consumer brands are gonna love the
subjectiveness of creative or the horse shit reporting that
has been accepted within this ecosystem, you are
out of your mind. So what is the punchline? The punchline is very simple. We need real common sense. I understand why it feels
good to be the holder of the subjectiveness around the
creative because it justifies why you’re even in the room. But it needs to be understood. For example, my creative started
hating me at first because they thought I was
downplaying it. I up play it. In a world that this is now the
television and the television is the radio, if you understand
that shift and you go read the history of the transition of
what happened between the radio and the television and all the
quotes that the television would never be a viable medium
compared to the radio or you couldn’t do the same creativity. This is just a history repeating
itself over and over and over. The creatives, those beautiful
videos we watched, there were seven more
versions of that video. And guess what? If you actually make creative
for this world and you don’t do, everybody likes to talk about the media inefficiencies
and transparencies. What about the creative? What about the creative director that always wanted to
blow something up? So that’s why they’re doing it. What about creative that always
wanted to meet John Legend? That’s why he’s
in the commercial. What about the hidden cost
in out-of-pocket at scale? Come on guys.
We know this. I know you it. I now know why nobody’s talking
about it because we as human being have to
do what’s right for us. Good, I’m fine.
I understand. But it doesn’t mean that
your marketing properly. But it doesn’t
mean that it’s right. And there’s so much opportunity. It’s just black and white. When people ask me,
“What work are you proud of?” The work that sold shit. Black and white. You want to prove
that creative works? Great. Facebook is the birth child of direct mail and television. Used hand-in-hand
it is obnoxious. I can prove to you on any CPG
brand by getting no data back from our retailers, ’cause we
don’t, that it’s working because I can run regional creative
against a baseline always depletion report standard. You’ve got, everybody here’s got
brands that have basically sold the same way for the most part
at Albertson’s in Michigan for the last two years. Run it and see what happens. There is an
absolute lack of want to prove the ROI in the industry mainly because,
and this is just the truth, unfortunately, and I’m not mad
at the agencies anymore either, the fundamental fact is we
have conglomerates that are both publicly held traded companies and everybody is out for
their vested interest. As they should,
I love capitalism. But the fact of the matter is everybody’s trying to
run on their margin. And that’s what happens and so, there is so much opportunity
to tell our stories. That last
presentation was exactly right. You just need to get 19
at-bats instead of one at-bat. And you need to run in a way
where the first four at-bats indicates your
next nine at-bats. Creatives are gonna be able
to get all nine ideas into the ecosystem and everybody’s
like, “Well, does it ladder?” You know what I love? “But Gary, when you do that
does it ladder up to the brand?” Who chooses?
You, Sally? You Sally are the only woman on Earth that knows
if this is on brand? We have to really understand
that our brands mean different things to different people. We have to understand that
there’s a totally different marketplace and most of all,
and this is basic data, the attention, the attention of the
consumer is shifting at scale. If I told you what was
happening today 10 years ago
you would not believe it. The power of computing,
the way we date. Remember how was taboo
internet dating was? Right? This is a real opportunity. It doesn’t mean
anything is dead. This has nothing
to do with dead. Nothing’s dead. As a matter of fact, you know
what I’m paying attention to? Drive time radio. Drive time radio
continues to go down in price. It’s eventually gonna
get super interesting. I can be sold anything. Shit, I’ll buy smoke signals
and carvings in caves if you sell it to me for zero. (audience laughter) This is not about
this is better than that. This is about
if you are agnostic, if you are unemotional, what’s a better
deal than the other? People always tell me, “But
Gary I’m crushing it on TV and “programmatic and I’m up 13%.” I’m like, “Hey Rick,
what’s wrong with up 44%?” That’s the punchline. And the opportunity is there
and the truth is I’ve come to realize, and I’m happy about
this, I know all of you know. So now the question is
who’s brave enough to have real conversations internally to
give you some room, some room to actually do it. The world’s clearly changing and too many
people in this room are holding onto the past because it is because it is in their
vested financial interests. That’s fine and I appreciate it. I’m not saying you’re bad, I’m
saying please just keep in the back of your mind that that’s
for the current game we’re playing and they’re going to
pull the rug from underneath you and you need to know that. Thank you. (audience applause) – Outstanding.
– [Gary] Thank you. – I said it was going to
be different, didn’t I? – I don’t know why
that would be different. Because at 3 o’clock in the
morning after I pump a couple of bottles of Rosé into them at
Cannes they say the same shit. (audience laughter) – So I was just going to ask
how do we elevate our creative? – Creative gets elevated when we
accept an ecosystem that gives us more creative at-bats. This is not creative. I believe creative the most. I just think that an
African-American with four kids in Houston that’s 44 years old
is gonna think differently about the creative then Sally in
Alaska that’s single and 26. And we play in an ecosystem
where we just push (grunts) and then we throw four cents at
some interpretation of it. We are completely
disrespecting attention. – So the first question on
the screen here I think is (inaudible) which brands are
knocking it out of the park? – I have no idea but– (audience laughter) – I don’t.
You know why? Because we say brands are
knocking it out of the park because four trades
give them credit. This is subjective shit. You know who’s
knocking it out of the park? The people that are deeply
putting rigor around their actions for sales. Sour Patch Kids ’cause
we worked on it, I know. Go figure, here’s the punchline. This was wild. When you take
Sour Patch Kids which sells to 12 to 18-year-olds, when you
take it away from running a commercial on Spike TV that cost you $800,000 to
make the commercial when you do that and you take
all that money and you pour it into Instagram and Snapchat
creative and influencers then the business grows 60% sales.
Go figure. (audience laughter) But it’s true, right?
It’s true. If you are running a commercial
for a brand that target audience is 22 and under,
you’re a fuck face. (audience laughter) It’s getting a little
Jersey up here. (audience laughter) People don’t get it
and I don’t want the business I just don’t want
you to go to your interview to airBnB in four years and
have that on your resume. Do you understand? (audience laughter) Come on.
Do you understand? This is real. Do you understand the channel
conflict wars that are coming between direct to
consumer brands and the Fortune 500 CPG companies? Do you understand when Sally’s
Toothpaste is doing $200 million direct to consumer that Colgate
says wait a minute we have to compete with this but then they can’t because
CostCo and Albertson’s and CVS won’t let them go DTC. There’s real stuff coming. We’ve got to take
this way more macro. There’s a lot coming. Everybody here knows
the world 15 years ago. How many people are
retiring in 10 years? And I don’t mean you’re going
to crush it and get bonuses, I mean you’re old
and you’re finished. (audience laughter) 10 years, raise your hand. 10 years? Four. Four. What do you guys think the
world looks like in 10 years? It’s going to be 3X the innovation we’ve
seen in the last. Alexa voice ordering your shit,
smart kitchens, smart products
reordering itself. If you’re not running on the
treadmill right now doing smart digital to get ready for the
marathon we’re all living, you’re finished as an executive. (audience laughter) – I shouldn’t just ask Gary. I should just let
you keep going. – You know what else though?
You know what else? I’ve taken an interesting
turn on this kind of. What really excites me is I’ve
gone the route of you because I realize how many decisions are
made by you but the punchline is and you’re also
helping the business. The executive that did the
Sour Patch Kids work is doing way better but Sour Patch Kids
exploded in sales. But, you know, listen, your
margin as a media buying agency is very high in programatic
banner, very easy to go to the up-front at CBS and listen
to Kanye and place media. You’re going to push that. That’s just the truth. And so but it
doesn’t make it right. – So what do we have to change? – The whole thing. (audience laughter) – That’s why there’s
2,700 people here. – But guys, I’m telling
you, gals, listen, go read the transition of
radio to television. It is the biggest
preview for you. The biggest brands in the world
when down, new brands emerged. The whole beer industry switched
because the emotion and the vested interest of the media
planners of the time in radio and they took them to
the Yankees game and drank a beer with the Mick.
You know? It’s a mistake and again what
really blows my mind is I know you know it now. I used to not. I come from
Silicon Valley and entrepreneur-land. I was like you don’t know. You know. You’re just stuck in the game
that your playing and I get it but really two people
making a subjective call on a piece of creative and then
giving it some vanilla punchline like “For the people”. It’s never creative. I can create every one of your
slogans for the next 20 years. Let me run a quick algorithm of
six common sense words together and I’ll give them to you. ‘Cause it has to be vanilla.
Yeah. (audience laughter) – I think we should just
have a conference with him. Look at the questions
we have left on there. – Are you hiring?
Absolutely. (audience laughter) Because that’s the other
thing on the flip side it’s been interesting getting to a place
with the agency where we’re hiring hefty salary,
experienced people. The experience is so valuable. The creativity is the variable. The strategic
thinking is the variable. It’s can that person take away the old habits and go more of a bottom up than
top down mentality? Right, it’s tough for a creative
senior creative to not jump in the room at the last minute
and change something to justify their means when
speed does matter. There’s just a lot of things
going on but I think but I will say this, I think we have to
change is the way we’re scoring. – Okay.
– You know. Too many things look good and
then aren’t and we’re not giving it the rigor because MMM and
creative and the brand people they’re all siloed. We have to come together and
just own it together and force creative to prove it’s actual
ROI because so many, I was looking at business early
on that was heralding television but they didn’t mention that
they made an enormous investment in trade to bump up sales. It’s like for some reason we
have this emotional attachment to the medium. If I started VaynerMedia
today we would be an Alexa, message bot,
top level domain strategy, vertical video shop. That’s what we’d be. Because I always want to be
12 to 18 months ahead of the market, stay alive through my
salesmanship so that when the market’s there you grow. – So I have a distinct
challenge for you. – Okay. – Let’s see if you can it.
– I can. – I’ve got one minute.
(audience laughter) One minute left, in one minute
can you tell all these people what’s on the one nugget you
want to leave them with that they should go back
to their offices? One minute. – You’re gonna die. (audience laughter) I don’t know if you’ve heard. And I’m being dead serious. There’s so much opportunity. The people in this room can do
so much if they allow themselves to play a game based on
them being self-aware about themselves and what they want
their legacy and skill sets to deploy against. We are in a rat trap. We are in a circle. We’re all saying the same thing. Anytime, I need new business
to grow, I go play your game. It’s that easy. I reverse engineer
the human being that’s going to make the decision. I let her or him dictate the
creative and we go on our merry way and I want to
shoot myself in the face. Right? And then I start beating them
up and saying I sold you, now we’re doing none of that. Right? Legacy, opportunity. Those things. This is an amazing time to be in
this industry if you’re on your on the offense and it’s
the worst time to be in this industry if you’re
on the defense and 95% of you are on the defense. And if I’ve got one of you to
switch from that shit side to offense today then I feel
really good about myself. Thank you.
– What a great presentation. (audience applause) – Thank you.
– Thank you, that was fabulous. – Thank you.

80 COMMENTS

  1. TOP speech. summary of the last 5-10 garyvee's.
    This is what fascinates me: We get to see Gary's daily meetings and interactions, filter the most important ideas, and then add all those ideas into his narrative.
    The ability to detect and internalize so many concepts so quickly while adding them in real time to his always-evolving vision of the world is what makes him a genius.

  2. I don't know about the rest of Vaynernation here but I've heard Gary's story so much that I fast-forwarded the introduction heheheh

  3. I wonder if he gets tired of giving the same advice. If you bare it down, it's understanding basic core philosophies and putting them in context. Love it

  4. hey there is one thing gary says in almost all videos, but to this day i dont understand what he means. he always says "i bought the word wine for 5 cents a click on adsense". i have no idea what this is supposed to mean. does he pay 5 cents to adsense for every click of a user? does he get 5 cents when someone else uses the word wine?

  5. Gary these keynotes are awesome. I actually don't have any close friends who have a tv at home. Seems like TVs are becoming a thing of the past.

  6. I'm googling all of these acronyms that you are saying. I'm learning more from these "real talks" than my college classes. Thank you Gary!

  7. Gary, I've seen so many of your speaking engagements and this one blew me away. I was completely focused the entire time. I love when you speak to other professionals in the industry since you use more concrete examples and industry terminology. It really takes away the last shred of doubt that you know what you're talking about. Cant wait to see more

  8. Hey guys i ask you for some help. I plan to launch my business.
    Its fight stress at work by helping you feel inspired at work through wall art (printing).
    I believe a beautiful workplace makes us happier at work.
    My drawing skills are below 0 😀 so i plan to hire artists who doesn't want to be entrepreneur/freelance.
    1) What do you think ?
    2) Do you know a good website where i can find remote artists and buy there stuff to print ?

  9. it's all about the three pronged approach from your VIP vid… best creative people in the world, the right analytics as measured by the computer, and the best people to interpret those analytics

  10. Went and read about the transition from Radio to TV….Wow. Really gives great insight.Thanks again for the great resource and thoughts. What's the right hook I can help you with?

  11. "…this is happening in the advertising agency and I'm the guy with the weird fucking eye!", lol, pricelss! Also, none of the dudes in The Big Short were any sort of hero… from interviews I've heard on NPR it sounds like they're painted that way, those guys were just trying to exploit the situation for their own gain. It's not like they were the Paul Revere's of the economic crisis.

  12. It's interesting to see when you change your tenor and approach to the audience to how they react. I got the impression the audience wasn't sure to take everything you were saying seriously based on their response to you because you look and sound so different to what they're used to seeing. Way to shove it down their throat and not back down.

  13. gary has been using the number 44 a lot lately…also does a lot of the 33 and other masonic hand signals. could be a coincidence, but a little peculiar. i know may will say this is deranged and whatnot, and im not disputing the message / information at all, but i'd be interested in knowing his metaphysical positions.

  14. This is a top 3-5 Gary Vee talk for sure! I've watched a lot and still can't get enough. Stacks up against any common sense "metric" you wanna throw out there. Gary, appreciate your impact on myself and so many others 💪🏼

  15. Gary, you're freaking dope! I am working on myself to become the female version of you one day. Keep killing it. I promise there are really some people out there putting your "gifts" to use. thanks!

  16. This was an epic keynote speech.  I'll bet most of that audience was confused and questioning themselves after you dropped so many truth bombs.

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