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My Biggest Differentiator in the Advertising World

My Biggest Differentiator in the Advertising World


– This notion that quality is given up when you do a quantity of
creative is a huge misnomer and something that I think would
really benefit the industry and most of all the brands. (upbeat music) You’ve got your perspective. (audience cheering) I just wanna be happy. Don’t you wanna be happy? – So tell me. – Yes. – I’ve just had a very quick
briefing here from Harriet, but I gather you’ve got a little bit of a different take on the market. – A little bit of a different take, yes. I think, you know, we started
the company 10 years ago. I, as an individual through my content and things of that nature,
have been quite loud. But as an agency, we’ve
been incredibly quiet. Hence why I think we’re kinda
ready to get a little louder. Hence why we made the
amazing addition of Harriet. – Was that a, um– – Super deliberate. – Super deliberate being quiet? – Yes. – What was the rational behind that? – I think when you’re disrupting, you know, the longer
people underestimate you or don’t even know you
exist, tends to have value. I also was coming from the outside. I was coming from Silicon Valley investing and wine ecommerce,
– Really? – So I came from a very
different background, I, yes– – Wine ecommerce? – In 1996, I launched one of the first ecommerce
wine businesses in America. So that was my first career, being a marketer for my
family’s liquor business and launching this big
ecommerce business was really how I learned my craft of media and creative and things of that nature. And so– – What made you decide to leave wine? I mean, personally I’d
have stuck with the wine. (both laugh) You know, what made– – It was a family business–
– Okay. – And my, you know, I got
into my early and mid 30s I’d invested in Facebook
and Twitter and Tumblr, which obviously changed
the course of my career. The world, the world opened
up for me a little bit and I started realizing
that I was a marketer. That I was a marketer that happened to grow out a wine business. I was a marketer that
happened to understand how to invest in apps ’cause I thought they would be the platforms
that people would market on. So, there was a little
bit of a self-awareness, self-revelation kind of going on for me. And then I also knew that
I didn’t know anything about the biggest companies in the world. That I had done the small business thing, that I had done the Silicon Valley thing, but I had never really understood what Coca-Cola or Budweiser
or BMW was thinking and, more importantly,
watching from the outside I was curious to why they were
doing what they were doing. So I decided to start the
agency for two reasons. One, I wanted to learn that world and two, I wanted to
buy brands eventually. – Wow! – So my big ambition
to be in this industry is to buy nostalgic brands
from CBG Holding companies. – Okay. Wow! – Yeah, so a little bit
of a different angle. – Yeah! (laughs) – And so that all
manifests, as you can tell, in the form of creating
a very different shop. First of all, the first 30-40 employees at VaynerMedia back in 2009 to 2011 had zero days
of agency experience. So that was interesting. Number two, I built an agency that did creative and
media all under one house. Which now seems to be a conversation, but was very foreign in 2009
when I started VaynerMedia. – Okay. How many people do you
got at your agency now? – Eight? – (Harriet) Eight, just over 800. – Okay, wow! Big, I thought you were
going to say 40 or something. – You know, this is back
to kinda the strategy, you know, by being so quiet, you know, we’ve been able to sneak
up on our size, our scale. You know we have an office in London. We’re opening up
Singapore this summer so– – 800 people! – Yes! (laughs) – Wow, I’m absolutely blown away by that, that’s a big agency. – Yeah, it’s the biggest,
you know it’s funny. I think when you walk around here and, Harriet maybe you can add some
context, it’s interesting. You have a small group of people
who are either our clients, which we have many of, or
people that have worked with us, or people that have followed me on social that have a bigger inclining and probably think we’re
the next big thing. And then you have an
enormous amount of people walking around here that
still have never heard of us. And it’s kind of fun to be an enigma. – Yeah, I can see that! – But it’s also fun to now
be at a maturity level where, when you’re not only 800
people, when you’re not only, you know, 150 million
dollar revenue business, and you’re an independent, I mean, I don’t know the stats on Wieden+Kennedy, but we have to be the
largest independent agency in this industry besides Wieden and yet, by not over emphasizing on press and awards in our first decade, it hasn’t allowed the industry
to get to know us just yet. Which will be fun to,
you know, be involved in the industry a little bit
more in this next decade. – Yeah, sorry you did
mention a couple stats there, could you run those past me again? You said you um– – Our revenues are gonna
be 150 million this year. Our head count you just heard. You know, we work with
Pepsi and Kraft and Chase. Yes, Harriet? (muffled speaking) I think you’re right, it’s funny. As such a showman, it’s funny
that I’m more conservative on the numbers I throw out than higher. – What was it? – (Harriet) I think we track it to be a bit more than 150 million. – Plus, I’ll put. (laughs) You’d said you reckoned your ambition was to buy nostalgic brands,
have you fulfilled that or are you still heading towards it? Is that your goal still? – That’s my goal, the only
thing I was probably very wrong about when I started the
company 10 years ago was that the the world would melt
financially five years ago, five years later, that was my big thesis. Let me learn the industry,
and then let me buy a brand and convert my talent into the brand. – So you reckon that we were
gonna have a double dip. – I did, I though ’09 with
the bailout was a bad decision and was putting a band aid and my intuition was that
the world was gonna melt. My main thesis to start the industry was Facebook, Amazon, and
Netflix were gonna win and the world was gonna melt. And I was right about
three of the four things. And the fourth one has led
to a very different path. I originally thought my
agency would be converted into a brand. Now, it’s too big of a company
and we enjoy it too much that when I do buy a brand eventually in three, five, seven, nine years, then, then we’re gonna still
keep the agency obviously. And we’re gonna take some
of the agency people over to work on the businesses,
but I just don’t know when that will be and honestly I’m so worried about building the agency
that I’m not overly, I can’t control that anyway so I have to, I have to be prepared, but
I don’t spend a whole lot of time trying to figure out when. – This is fascinating stuff. – Yes, it’s definitely different. – Yeah, I’m really interested,
definitely interesting. – I also, I also think
it’s double interesting, and let me tell you why. I’m not sure, but one of my
things that I’m very passionate about is to inspire a bigger push towards independent agencies
doing different things. I think it would be
healthy for the business, I think the holding companies
are smart enough to know what they need to worry
about is the consultancies. Right, they’re gonna worry
about Accenture and others. But I do think for the
health of the industry, having more significant independent shops I think would really matter. – Well, you see that in television. I mean the great, most of the
great kind of creative ideas on television and drama
and things are come, certainly in the UK, coming
out of the Indie community. – They have more freedom.
– Yeah, you have more freedom! – You know, I mean let’s
call it what it is. There’s a very financially
heavy infrastructure to this creative field, I mean–
– Yeah, yeah that’s right too. – Most, you know, when you
look at all the creative shops that have worked down there at the end, if you follow all the
lines, they’re run by a CFO. – Yeah. – They’re not run by a CCO. – Yeah, that’s true. – That is true. And I think it’s something
that’s worth having more of a conversation about. – Yeah. So what would you like me to
focus on within my 300 words? – That, that we need a more
progressive conversation on volume of creative, that the industry needs to
start not demonizing quantity. – Okay. – This notion that quality is given up when you do a quantity of
creative is a huge misnomer and something that I think would
really benefit the industry and most of all the brands. – And how and what way would it benefit? – Most brands can’t make relevant creative because they’re not making enough creative to hit the many different cohorts they need to be talking to. And so they end up making
one vanilla piece of video. – I know, I kinda see what you mean. Don’t speak ’cause I want to just get this down–
– You got it. – In your great words. I’m sorry, “They’re not
making enough creative “to hit all the cohorts, “so just making one vanilla
piece of work,” okay. – You know, we are too
infatuated with reach and not enough around relevance. And if you don’t make 70, 400, 3000 pieces of meaningful content, you can never create actual relevance. – Yeah, okay. – But if you go walk
the streets right now, one of the worst words
in the creative community is volume and quantity. – That’s very true, yeah. – And that needs to be cut, we need to have a more thoughtful
conversation around it. – Yeah, they’re bad words at the moment. – They are, and so– – Yeah, funny enough I was
at a Net, um, a Net, no god, an HBO session yesterday
where they were saying, “Oh, how can you increase your output “without, sort of, losing the secret sauce “of HBO, you know, volume, “and how can you do that
without sacrificing–” – Now, now that in the form of a one hour drama is a
far more interesting debate than trying to communicate
a toothpaste or a shampoo or a soda pop to the end consumer, right? You know, if I’m trying
to sell, what we know about long-form video,
theater, movies, television is some shows are not meant for everybody. We have four people here and that’s okay. Meanwhile, we have this
audacious conversation that this 30 second spot is supposed to make everybody inspired to buy. – That’s very true. – HBO does do a lot of creative. – Yeah, they do. – They have many different shows. If HBO was a creative agency,
they would have one show. – Yeah, I love that, (laughs) yeah, yeah. Yes, so that’s a very important– – Here’s another one,
here’s one of the report, and I know it’s limited words,
but you do whatever you do, I’m gonna give you one more
point that’s big for us. We are outrageously structured
on actual business results. Because my selfish ambition
is to own businesses, all the work we’re doing is
actually trying to figure out how to drive businesses,
not maximize our revenue. And that has led us to
being more client-centric. Because I don’t want to
necessarily be the most profitable, I wanna figure out if
my hypotheses are true. – Yeah. Can I– – You can. – I’m assuming that your early career in wine and investing in Twitter, you know, gave you the kind of finances to kind of support your vision. – Yes, but you’ll appreciate this. I take even more pride in
the fact that I know how to run a business and we
haven’t raised any capital and we’ve been able to pay
the payroll every single week and it hasn’t needed me
to include any capital from my personal self, so,
as you can tell by my answer, I’m very proud–
– You should be! – That I’m an actual business
operator, because a lot of people, you know, run
businesses that don’t make money because they’re getting VC capital and other people are running
businesses that over try to exact profit at the
expense of their clients because they’re publicly traded. So, I feel like I have this
nice little middle zone. – Yeah, absolutely. So, you’re gonna stick your
head above the parapet, you’ve come down here now. – Yes. – And you’re gonna go, “Hey
guys I’m here, you know, “we’re here and we’re huge actually, “and you’ve never heard of
us or most of you haven’t.” How are you gonna go about
doing that in Cannes? What are you, are you just
walking around talking to people–?
– Slowly, slowly, yeah. You got it. I’ve been coming to
Cannes for seven years. – And you’re not, you’re
involved in any seminars? – I am, I am. I love speaking to the Young Lions, I just did a talk, I’m
not sure in where they– (off camera muffled speaking) – Oh okay, fantastic. – You know, I’m doing this with you, like, but the reality is this. When you’re running a marathon,
you do marathon behaviors. – Yeah, it’s true. – And so the answer to
your question is patiently. (interviewer laughs) Which, you know, confuses people ’cause I have high energy as a human, and so they confuse my natural
DNA with my business behavior. You know, this is my
seventh year at Cannes. – Yes. – And so, even though I’m
high energy, and confident, and excited, I’m also respectful, and I didn’t wanna scream
from the top of my lungs and, you know, I’ve been
patient, I’ve been learning. Now that we’ve got a little bit of a real, a business that, you
know, I think, you know, I’m flattered when
people are like, “Whoa!” You know, and now that I
understand the industry, now that I know where having
an independent shop in 10 years at this scale puts us in
the history of the industry. Not just right now, in the
history of the industry. How many people have gone from zero to 150 million independently
is very far and few between. I take a lot of pride in that and I enjoy being part of this industry, even though we might
be taking a little bit of a different point of view on it. – Yeah. This is fantastic. I’m going to unfortunately
stop you though. – Makes sense, ’cause you only
have so much limited time. – Well, it’s not so much that
as I’ve got so few words…

100 thoughts on “My Biggest Differentiator in the Advertising World

  1. It's not mentioned in this video, but I've seen in a few other interviews where Gary mentions that building businesses and working is his life's passion. He enjoys it and gets a lot of excitement out of it, as working should be. I've learned that I have that in common with him. In 2019, I've learned that I need to be productive in order to be happy & from starting my own YouTube channel, I realized that filming, editing, and production are some of the most exciting things I've done with my life. Gary has helped me find my passion & I only hope to meet him one day to thank him for opening my eyes, when no one else knew that my eyes were closed. Much love to you, Gary Vaynerchuk! 💯

  2. I wonder why she decided to do all of that typing rather than just record and type later

  3. Gary is the man I’ve taken all Gray advice jumped out of my comfort zone and now I’m now on target to make a million! I’ve even just created a YouTube channel to follow my progress my first vlog is due to drop in a 45 mins. I would love some support/feedback so please hit subscribe and check it out please

  4. Your not quite bro, The bullshit is louder, The sheep are many, The wolfs are few. The noise of people thinking they can become some one they are not and will never get is louder then people realizing what success is for them. Keep being you bro!! G.V

  5. If The Like button is it means you a Blue Your A OG Subscriber

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  6. HEY YOU, !! YOU ARE GONNA BE GREAT VERY SOON!!✊🏽💯

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  7. TIMESTAMPS:
    2:30 – I was a marketer who happened to be running a wine business
    4:20 – It’s fun to be an enigma
    8:10 – Stop demonizing quantity (1 vanilla video isn’t quality)
    9:30 – Messages Gary wants to convey to the ad world
    10:15 – If HBO was creative agency they would have 1 show
    14:15 – “How are you going to make VaynerMedia more well known?”

  8. Gary Vee you are such a motivation to me , you are the best and your lessons have taught me a lot. You have helped in so many ways, you made me quit my job and make me start this youtube channel, hopefully i can get a lot of subscribers and not regret my decision

  9. That piece referring to brands NOT making enough relevant creative for these platforms was game in itself. It’s like trying to communicate with all your friends the exact same way lol some may need you break things down, others may only need to hear something once and they’ll get it, others may only relate to you through gossip (business terms: that’s trends) and so on…

  10. Edit: im sure she has a good reason for doing so but

    Im triggered by her typing, it's like trying to talk to my friends but they're also trying to text. They misplace the hmms and ahhs, and it feels very shallow

  11. Delightful interview. Lovely to hear Gary tell the story to someone who doesn’t know the back story! Thanks, Vayner Team! 👍👍

  12. I am hesitant with delivery shitloads of content like Gary suggests. I just started putting out 2 videos per week wanting to give value… maybe I need to rethink?

  13. He brother I'm 16 and new to the game do you have any advice (I like learning just not school learning you know)

  14. haha hysterical to listen to Gary on the other side of the desk, watching the lady get increasingly impressed with Gary's resume made my day..oh, really? so interesting! haha.Gary if you're reading this you completely changed my life man, God Bless You and Keep Swingin!

  15. For people who watch your content regularly, this video is very boring. In the sense of getting your history all over again. But, could work for new viewers I guess

  16. Nice lady but man she seems like she's just learning about Gary and killing the flow of the convo slowing down Gary to type and asking basic level questions.

  17. Im sure this is too niche for Gary but any advice to another Gary artist and entrepreneur that has lost his memory again at 32???

  18. When you look at in the whole context of things, it really is crazy just how many people in this world Gary V has an impact on. Personally he motivates me so much and helps me get going each day, I'm so thankful for people like him!

  19. When I took a look at Gary Vee shoes, I caught myself how subconsciously I associated your project with Jordan and Nike.
    I am either a huge fan of yours or your branding is sick.

  20. How did Gary tolerate her typing at the same time listening to him, that was actually killing the entire flow of the conversation?

  21. Bless her, but please don't emulate her. When in the presence of greatness, your undivided attention is the appropriate response.

    Being present isn't easy, but it's the medicine we all need.

  22. I can't finish watching this. She is too distracted and barely knows who Gary is to have a meaningful back and forth conversation with him. I don't understand what this format Gary is doing as it seems to be a planned session.

  23. Now i dont know if i havent been watching enough of your content or if you just dont speak about some of those things but damn! Now i understand Gary's overall strategy and it's a beauty. You're a beauty, keep it man you're one of the bests 👍🏻

  24. Well, somebody needs to tell the lady she can record the conversation and type the answers later. It would be more effective. Doesn't look engaging..

  25. Super smart business strategy to stay under the radar until they can’t take their eyes off of you. It’s so counter cultural to how everyone wants to be seen and heard today without truly earning it first! BRaVO G!!! ♥️🏆

  26. Okay. Thanks Gary. Love you man. Hope this helps. The traditional Agency had two things: research and creative people. Now that the research is no longer tied to SMRB and Nielsen and other syndicated services, but is reflected in various analytics on a personalized basis, it is less about the research and more about the creative. Now the investment is making a ton more ads, running them and getting the research, rather than paying a creative team a ransom for the one big idea for share of voice. Gotta test the idea for sure, but the best are starting a little further down field. Can't start with drek or try every idea. But at the same time have to think out of the box within what the customer wants. Hope that makes sense.

  27. I've been watching the ads on youtube. Instead of "skip add" or "taking action", watch the 2nd ad and see what you notice.

    I wonder if the business making the add knows their in 2nd place.

  28. put away the laptop and focus on the person in front of you. you'll get so much more. train your brain to remember experiences. chances are you're never gonna go back to read your notes. you'll regret not paying attention during the actual conversation.

  29. This guy is all over the map. This is literally proving the point that it doesn't matter what you publish, say or post, as long as you do it consistently, people are going to pay attention.

  30. lol he didn't slow down at all so she could type everything lol. Why didn't she talk with him and watch the video later to take notes? Also, if you 're going to interview someone, wouldn't you at least look at a basic history of the person?

  31. Man it’s funny that all you need, is to hear something from someone that all of a sudden sparks a fire inside you that you didn’t know was there!!! Your awesome, Ricky Carruth is awesome, I’m awesome!!!! Thank you guys for sparking that fire I had inside me , thanks for bringing to life. Now I have purpose not that I didn’t before, but listening to both of you was what I needed man. Faith plays a role in my life, I don’t want to get into that cuz everyone has there belief and I totally respect that. Keep it up you will soon meet me cruising by feeling great about life man!!!!!! Thanks again!!!!

  32. Gary is a man, who motivated me! I took all his advice and just decided to create my own YouTube channel. It is my target to upload Gaming, Music, Lyrics, Karaoke, Tutorials, Tricks, Challenge and more tons of videos. I've already uploaded some videos that you will like. I would be grateful for a support from you guys, just hit subscribe button and check & enjoy my videos!

  33. What a terrible interviewer this lady is. Why does she not just record the convo on her iPhone instead of typing like its 1980 🤣

  34. Gary Knows almost everything plus adds the reality to the point and that is why I always follow his Videos and Yes I want to tell him that his clear ideas to me means a lot – It helps to the higher and higher level of myself . ( Thanks GaryVee )

  35. 12:00 I'm pretty confident this is a legit fear of mine; to fail and take others with me. By that, I mean exactly what Gary says; not so much about having to take a personal pay cut, but the possibility I won't be able to pay the talent I hire. I'd be the first to have my salary be zero before that happens, but we've all seen times of when captain AND crew go down with the ship. Another reason why its so damn important to be customer focused and LISTEN.

  36. I’ve definitely been following a lot of Gary‘s advice thank you for your content! I recently just started pushing my YouTube channel I’ve been posting a video a week for the last month and three weeks just building a consistency routine. Just by being consistent with a video upload every week I’ve seen my numbers grow along with my subscribers. Big shout out to Gary for helping me make a big difference wit his content

  37. Impressed with gary's patience with someone who didn't even do a google search on him before the interview. No sign of agrivation

  38. I pray to God this interviewer stops interviewing and finds something else to do. Typing or not. Please do something else.

  39. Why do people call these guys scams? They want to help change the world, they want to open the average dude's eyes to see the more potentials in life. And next thing you know people call these guys scams? Gray or Grant. I was just at a cafe the other day and this guy was straight up started talking smack when I told them Gray Vee is my mentor…

  40. Really great insight! A bit of studying the success of others and then mostly doing your own thing with an honest and passionate approach is key. Continue to do, try, fail, learn all in your own way makes your journey unique! Thanks Gary!

  41. So here’s what I think you’re saying. I’ll use the NFL to illustrate. Big brands are currently one trick ponies, they throw hail Marie’s all day and eat… hoping for that big score.

    But if they took the many smaller focused plays that get first downs consistently they would score far more.

    Correct me if I’m wrong, I want to learn.

  42. She should be recording the audio and paying attention. How does she not know who Gary is? She could get all this from watching several videos…

  43. It's always refreshing to watch Gary tell his story to someone who doesn't know him from Jack. It's really hard to believe but there are a ton of people who don't know Gary and his awesome advice.

  44. Am i the only one annoyed by this interviewer?? Where is the respect at least when having a conversation with someone.

  45. Gary is a smart guy who obviously came from huge money. Huge money to huger money is a different thing than starting from nothing, obviously. Huge to huger is useless for most people. This guy didn't take risks because he would have had to make thousands of bad decisions to lose. Have fun Gary. Why do you say who you work with. Thousands of people "work with those companies" I rely don't like when people try to look good ny saying they work with Pepsi and whoever. "Work with", come on nan, say something simple. Ahhhhhhh. Talk to people. Don't say things like "a quantity of creative". What drug is making you so dehydrated and thirsty. It seems like you aren't taking too much of whatever it is. Stay unextreme. Don't say hypothesises. Too many esses. Ahhhhh.

  46. How to increase quantity of content in a sneaker selling ecom business? You only have a finite amountcof sneakers to sell you can't post them again and again

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