Category: Blog

When you hear the mountains calling…you pick up. And that’s exactly what we did. 🏔️✨

Last week, VaynerX headed to Montana, where we spent 3.5 unforgettable days immersed in the Big Sky Country.  Between thought leadership breakout sessions, horseback riding through the valley, and unreal views on the ski slopes, our marketers got to try their hand at everything our Montana Future CMO Summit had to offer.

Secluded in one of Montana’s most pristine valleys at The Ranch at Rock Creek, we couldn’t have imagined a better place to unwind, get to know one another, and really tune in to some great conversations and experiences. I mean, even Gary Vaynerchuk called The Ranch at Rock Creek his favorite place on Earth…that’s a pretty high compliment! Now, we’re excited to make this unforgettable trip a tradition.

The 3 W’s Behind our FCMO Summit

First, let’s get one thing straight: this trip isn’t just an excuse to visit Gary V’s favorite vacay spots (we promise.) So if it’s not that…what is it? Where is it? And why do we do it? 

Our Future CMO Summit is an opportunity to connect with an incredible group of rising, next-gen leaders who are shaping their industries. It’s more than networking. It’s our way of learning from one another, and building the future of marketing leadership on strategy, culture, human connection, and relevance. 

The great thing about our FCMO Summit is that the location is constantly changing. Our last event was hosted at the stunning Calamigos Ranch in Malibu, California. With each location, we seek out places remote from our day-to-day lives, which foster creativity and innovation. 

It’s all about connection. Our FCMO Summit is designed to spark genuine conversation and lifelong career lessons IRL. It’s about taking small talk and elevating it into roundtable discussions that leave us feeling inspired. 

Getting Outside & Touching Some Grass

It’s simple but it’s true. Sometimes you really just have to go outside and touch some grass (or snow in this case.) We believe that the best way to spark creativity is by stepping into a new environment. And more importantly, ditching the online world every once in a while. Instead of Zoom meetings and email threads, we swap our usual routine for real time one-on-ones, in settings that foster innovation while being unplugged.

For us, that took the shape of spending time outdoors, and then coming back together for in-depth discussions and collaboration. Throughout the week, we set aside time to reflect on key learnings, like what it takes to succeed as marketers, and the day-to-day challenges affecting brands. To kick things off, Sherilyn Shackell from The Marketing Academy gave a presentation on leadership, packed with ninety minutes of wisdom on what it takes to be an inspirational leader. 

The next day, we heard from Gary V and Peter Chun (VaynerX EVP & Global Head of PAC) on what relevance means for brands in 2026, and how social is (of course) the key to staying ahead. Gary led two Q&A sessions on the future of marketing, and joined each of our marketers for a personal one on one session. After an afternoon hitting the slopes, our group returned to the ranch and divided into breakout sessions. We discussed our roles as marketing leaders, and chatted about brand strategy for 2026. 

Although every FCMO Summit looks and feels different, our time in Montana left us feeling energized, yet ready for that next big project. We got to talking about big topics like tech, AI, and what powerful leadership really looks like, all while being disconnected from the very things we were discussing, allowing our marketers to really step back and fully absorb the experience. 

Onto The Next…

We’ll surely be missing the Montana mountainscapes, the unreal hospitality from the team at The Ranch at Rock Creek, and the many friends we made along the way (yes we’re talking about our fellow marketers but also the many horses we met.) 

We’re excited to say we’re already thinking about our next FCMO Summit, and excited to see where the wind takes us next. Until next time..? 🌎

We’re officially in the midst of the playoffs, and with that, there’s one thing on everybody’s mind. Something big, something exciting, something…super. 😉

For us marketers, we know that the real show is what happens in between the game. We laugh, we cry, we take notes on some of the most impressive commercials of the year. And the best part? Everybody’s watching! 

And we mean…everybody. According to the NFL, the average record audience for last year’s big game was 127 MILLION people. That’s a lot of views 👀.

That’s why we believe this is actually an underpriced moment (yes, even at $8 million per spot.) Yes we know that might sound crazy, but hear us out: not only does the Big Game guarantee millions of views, but it offers opportunities that outlive its release. 

So, that means if you’ve secured your spot, the biggest challenge is ensuring that your brand’s thirty seconds of fame is engineered for maximum social reach. And luckily we’ve created the ultimate cheatsheet for you (and trust us, the end result is better than any trophy). 

👉Here are 4 of our ultimate tips, just in time for kickoff and here to help you win the Big Game: 

Architect Your Advertising Spot For Brandformance 

The first step to winning the game is understanding that ads are an opportunity. Interaction is crucial, and the brands using their spots to leverage more than just views are the ones that will see a major impact. 

Your spot should not only entertain, it should also drive a measurable call to action. Start by collecting consumer data through QR codes or SMS opt-ins during your commercial, like in the Scott’s Miracle Gro 2021 “Keep Growing” campaign. 

Studded with celeb cameos and gardenscapes, this spot was not only a hit, but it collected one million texts for first party data during the Big Game, successfully enabling audiences to partake and learn more. 

Surround Sound Your Brand Messaging

When prepping your message, don’t treat it as a one time thing. Your spot shouldn’t start during gametime, it should already be set in action, and continue to build momentum after the Big Game. 

Instead of treating a spot as a one-off, brands should create an integrated campaign that combines pre-game hype, in-game ads, and post-game engagement. With this approach, brands can ensure continuous audience interaction that results in a significant increase of impressions and engagement.

@reeses

REESESCaramelBigCup… it’s a YESSSSSS

♬ original sound – Reeses

For example, this Reese’s spot with football legend Jason Kelce. Two weeks in market earned Reese’s more impressions than their past two years on social, turning a moment into a movement.

Break the Feed & Format

To create something memorable, we encourage brands to flip the script, and try something that they’ve never done before. 

Consider including interactive elements or unique storytelling methods that drive additional content viewership and engagement long after the Big Game.

Take Planters “The Roast of Mr. Peanut” commercial. Not only did Mr. Peanut grace our screens during the game, but he continued the program with a full length comedy special that hit streaming. In total, this campaign drove 10k+ additional hours of content viewership post the Big Game.

Focus on Underpriced Attention for Talent & Media Buys 

Finally, we’re ending on an important one, so no skipping! Recognize who and what is underpriced, and use that to build conversation. For a spot as monumental as this one, we recommend adopting the same approach. 

Here’s what we mean. Brands need to leverage underpriced talent and strategic media buys to maximize reach and ROI. By identifying cost-effective opportunities, brands can amplify their message across multiple channels efficiently.

That’s exactly what we did with Sabra’s 2020 spot. 67% of viewers who saw TVC saw Sabra content on 3+ channels. That means a whole lot more exposure, plus significant reach and engagement. 

Time For Your Next Gametime Decision

With 12 Super Bowl spots in the last 6 years (and more to come this year…stay tuned 😉), we live and breathe for this time of year. 

We believe the Big Game is one of the biggest opportunities for brand-building that transcends social media strategies.

That’s why, following the Big Game on February 9th, we’ll be live streaming a virtual podcast MFTN After Party hosted by Jim Stengel and our very own Gary Vaynerchuk. They’ll be diving into all of the marketing moments you won’t be able to stop talking about from the night before. Tune in on our VaynerX YouTube channel.

At Vayner, social is at the center of everything we do. We see what challenges brand marketers are navigating every day and that’s the pressure to create content that’s relevant, high-quality, and truly platform-native…at speed and at scale…and doesn’t make someone want to scroll past it.

This is why we’ve been working on something a little different recently with the launch of our new product offering, SMASH. And yes, it’s sort of exactly what the name entails…but more on that in a second. Here’s everything you need to know, and what to expect from SMASH:

What Is SMASH?

SMASH is a flexible way to fuel your brand’s biggest priorities. Essentially, a means of creating high volume content (that actually gets views) without sacrificing quality or effectiveness. When brands implement SMASH with us, they can prioritize whatever is most important to them at the time, whether it be one brand defining announcement or a strategic creative concept for a cultural moment. 

In the past, Vayner has worked with brands in the more traditional sense, acting as a client’s social or creative AOR. With SMASH, we’re offering an alternative method, where we work with brands on a campaign basis, and maximize relevant, timely content. 

SMASH In Action

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A post shared by Lovesac (@lovesac)

This past holiday season, we joined our friends at Lovesac where they hosted a pop up and staged a comfy cozy winter wonderland inside their showroom in Flatiron in NYC. Lovesac spread the love by gifting free holiday photos with a professional photographer, a complimentary Footsac, and even surprised three longtime, deserving customers with their very own Lovesac sofas.

Here’s where SMASH came in. Our team delivered the on-the-ground strategy, content & execution for Lovesac, and the campaign was delivered quickly and efficiently. 

Why SMASH?

SMASH is our way of ensuring that brands don’t need to choose between a great TV commercial or a body of online content. From the initial strategy to finding the right creators, we handle the high-volume production side of things.

When you choose SMASH, you’re choosing a team of platform & algorithm experts, who have a deep understanding of what drives impressions, and conversations, and can be counted on to achieve and document that success. It’s all of the Vayner firepower, minus any of the red tape.

So…Who’s Ready for SMASH? 🌟

For those diving into their 2026 marketing strategy, or ready to deliver your next viral campaign, we’re here to help you smash it. 😉

Our very own Kaylen McNamara hosts these Capes as Consulting sessions  🤝 Connect With Us

Another year, another successful CES in the Vayner books. This year, we wrapped up CES with A LOT to think about…and more importantly? A game plan for the new year. 

On the ground at Las Vegas, we had VaynerMedia’s Director of Video Activation Jordan Bilfeld on the scene, absorbing every big trend marketers can expect to see in 2026 and beyond. It’s hard to condense everything into one list, but Jordan helped us compile the spark notes version of the major breakthroughs from the week. 

Marketers, for those of you who couldn’t make it, or maybe just need a refresh, we have the Vayner scoop on everything you should know about. Here are our 3 main takeaways from CES:

Retail and TV Are Merging – AKA The Live Shopping Renaissance Is Here

At Vayner, we’ve been pretty passionate about the surge of live shopping, and CES gave us confirmation that we’re headed in the right direction. We’re seeing how some of the biggest retail ecosystems are embedding commerce data and purchase signals directly into their ad strategies. 

• Amazon announced new ad tech capabilities for Prime Video, Prime Sports, and Twitch. With this, they’re tightening the line between retail, streaming, and CTV performance ads, turning their DSP into a hub for TV planners. 
• Walmart consolidated Vizio into its own TV & retail strategy, blending retail media directly into SmartCast and CTV ad opportunities. 

These updates go to show that the line between retail and TV doesn’t exist anymore, and as these two worlds merge into one, marketers will be seeing more and more shoppable TV formats. 

AI Is Everywhere (And Everything)

This one doesn’t come as much of a surprise, but the extent and reach of AI is something that marketers really need to take note of. AI is no longer a buzzword or curiosity–it’s the foundation behind every major announcement. 

• Disney announced a new vertical video experience called VERTS, a Vertical Social Video platform powered by AI. Essentially, viewers can experience a personalized Disney content feed based on user behavior. 
• Amazon shared that they’ll be continuing to push authenticated reach and AI-powered solutions to simplify TV planning and drive ad awareness and sales. 
• Samsung launched their new “Vision AI Companion” across its 2026 TV lineup. An AI assistant meant to interact conversationally with users (suggesting what to watch or even what music/food fits a mood) and deliver personalized recommendations, bringing TVs one step closer to acting more like mobile devices.  

Clearly, agentic AI will be having a major moment this year, finding its way into automating workflow, personalizing content and ad experiences, and so much more. Going forward, marketers can expect AI poised to automate everything from media buys to optimization and creative deployment.

CTV is Shifting to Focus On Outcome Driven Results

CES showed us that CTV buying is shifting, and falling into a new approach. Advertisers are shifting their focus from impressions to actual outcomes and lower-funnel attribution. We’re seeing this through new partnerships and measurement integrations, like how: 

• Roku and iSpot brought outcome-based integration to streaming, elevating CTV from impression-centric KPIs to results-based optimization for brands. 
• NBCUniversal introduced their Performance Insights Hub, providing unified, in-flight campaign metrics and audience insights across platforms for deeper measurement, beyond post-campaign reporting.

CTV is becoming its very own ‘go-to’ foundational channel. The sooner marketers build up plans from a CTV-first mindset the sooner they will realize rapid performance-driven results are ready at scale – and the better outcomes will be.

The Consensus

Here’s the TLDR: 2026 is going to be a big year for marketers. But what’s most important here is being flexible, open-minded, and rolling with the punches as they come.

As trends develop and tech evolves, we’re here to figure out the best way forward for you and your brand.

CES, as always, thanks for a great time and here’s to embracing the new. 🥂 

If there’s one thing we love more than momentum, it’s reflecting on how we got there.

This year, we launched culture-moving campaigns, partnered with brands at the biggest moments in marketing, and earned recognition across the industry from the Super Bowl stage to Cannes Lions and beyond. So, in true year-end fashion, we’re wrapping it all up the only way that felt right: Vayner Wrapped, a highlight of the work we are so proud to share.

🎶 On the 12th month of 2025… we’re happy to share 12 highlights that shaped a year we’re incredibly proud of!

Let’s unwrap them.

January

A Kickin’ Ranch anthem

We rang in the year with Jimmy John’s “Kickin’ Ranch” song…this is proof that when brand voice meets culture ✨magic happens. ✨

February

A Super Bowl season to remember.

From Duracell’s first-ever Super Bowl spot to Tubi’s “The Z Suite” making waves, we showed up big on the biggest advertising stage in the world.

March

The Start of Something Big with JCPenney

March marked the kickoff of our partnership with JCPenney, as VaynerMedia was named the brand’s social media and influencer marketing agency of record. Together, we set out to boost cultural relevance by tapping into creativity, social-first production, and influencer seeding starting with an attention-grabbing Instagram moment featuring Marilyn Monroe’s iconic JCPenney jeans.

April

A stage, a mic, and a much-needed callout.

Gary took the stage at POSSIBLE and didn’t hold back… calling out the industry’s overreliance on paid media and challenging brands to reinvest in organic social and strong creative. His keynote sparked conversation across the room and beyond, reinforcing a core belief we’ve held for years: media should amplify great creative, not disguise bad ideas.

May

A Front-Row Seat to Marketing ‘Renaissance’ 🐝

We took our brand friends to Beyoncé’s Brand Box, and teamed up with Cash App to film a special episode of Marketing For the Now. Leading marketers from Kate Spade, Nespresso, Alexander Wang, and more joined the conversation, exploring how the Beyoncé effect is shaping innovation, influence, and the future of social marketing.

June

The Debut of Vayner Co-Lab

June took us to Cannes, where we launched Vayner Co-Lab, our new service model designed to help marketers and in-house agencies level up their social and creative capabilities. Our founding client, PepsiCo Beverages US, joined us in building this first-of-its-kind blended capability.

July

Our cutest viral hit yet: 15.7M and counting

For Take Your Kid to Work Day, we asked our coworkers’ kids to explain what their parents do for work…and the result was hilariously wholesome. The video became our top-performing post ever with 15.7 million views on Instagram.

August

H&R Block, from social to full-service success.

August marked a major milestone as VaynerMedia was named media agency of record for H&R Block, building on a partnership that began in 2023 with social services and grew to include social creative AOR duties in July 2024. With both social and media now consolidated under one roof, we’re helping H&R Block stay relevant year-round, beyond tax season.

September

Back to School, But Make It Marketing

September brought both celebration and connection. We were incredibly proud to be named to Adweek’s 2025 Agency of the Year Shortlist, sharing the stage with some truly outstanding agencies. 

We leaned into a Back to School moment for marketers, seeding our brand friends with the ultimate Back to School kit that included a copy of Gary’s Day Trading Attention. This is the modern playbook for leaders navigating today’s attention economy: how to understand platforms, read culture in real time, and make smarter decisions that drive real business impact.

October

Summits, and the new future of commerce

October was all about VaynerX’s Live Shopping Summit, where we explored how creators, affiliates, and influencers are reshaping online commerce. Live shopping is set to be a massive brand opportunity for 2026, so if you’re ready to put these insights into action, check out the livestream from our Live Shopping Summit.

November

Connect, collaborate, and celebrate leadership

November spotlighted our VaynerX Future CMO Summit where the next-gen marketing leaders met us in the stunning Malibu hills. November brought the VaynerX FCMO Summit, a reminder that nothing beats IRL connection. From off-sites to in-person sessions, we saw firsthand how getting the next-generation marketing leaders together in real life is foundational for culture and organizations.

We’re doing more of these in 2026, so if you have a next-gen leader you’d like to nominate to join us, let us know!

December

A year-ending celebration of our people!

VaynerX was named to Inc. Best in Business awards in two categories “Best Marketing” and “Best Challenger Brands” , capping a year of growth, creativity, and impact that we’re so proud, and excited about. Our merch game also leveled up this year as we welcomed Custom Ink the VaynerMedia family! Santa brought our VaynerX coworkers merch to all 15 of our global offices! 🎁

From culture-shaping campaigns to industry-defining conversations, Vayner Wrapped is a reflection of the people, partners, and ideas that supercharged this incredible year! 🚀

Here’s to everything we built together in 2025 and to an amazing fresh start to 2026!

👉 Want to partner with us? Drop us a line!

After a 35+ year long advertising career, James Orsini just added a pretty historic accomplishment to his resume: becoming the first ever retiree from VaynerX. 

Originally trained as an accountant, James spent the early days of his career development deep in the finance game, auditing for major companies and crunching numbers on Wall Street. Marketing wasn’t exactly on the roadmap, but he recalls a specific meeting where for the first time, he was thinking “‘I could see myself in a place like this someday.’” 

And that he did. 

Over A Decade (!!!) Spent At Vayner 

Fast forward to 2015, James ended up at VaynerMedia as Chief Integration Officer, a move that would kick off more than a decade of impact across the company.

Despite not having the most traditional background for a marketing career, James understood how to make complex organizations flow. Pulling from his own operational rigor, financial discipline, and a sharp instinct for people and process, he had a rare talent for finding the right solutions, and the right teams to make things move.

And it’s this mindset that’s guided him in his various roles at Vayner for the past 11 years. A list that includes agency jobs like Chief Integration Officer and Chief Operating Officer of VaynerMedia, President of The Sasha Group, and his final role as President of Startup Operations for VaynerX, just to name a few! Fun fact, in James’ time as COO, he actually ran the studio for 6 months, and often says that he had 4 titles but played 5 different roles.

A Unique Approach = A World of Difference

Throughout his time here at Vayner, James has always led with a people-first approach. It’s something that anybody who’s had the pleasure of meeting, and working with him, knows. By finding a way to balance the practical with the personal, something that’s not easy for many people to do, James has helped us scale tremendously. In each role, he has found ways to push VaynerX’s evolution, and build it into the global independent agency that it is today. 

Simply put, James has been a true force at VaynerX, and we couldn’t be more grateful to have spent the last decade with him. His success and legacy is a testament that being yourself, and using the strengths and knowledge that you have, is always the best way to show up. No exceptions!

Farewell James!

Here’s to a truly magical retirement, James! ✨🥂

And! Be sure to read his  LBB editorial, and learn all about his journey before, during, and after Vayner. 

P.S. James, if you’re reading this, we’re always here for you! 💜

Were you able to try the viral Jimmy John’s Picklewich everyone’s been talking about? If you haven’t realized…it’s kind of a really big dill.

After causing a nationwide pickle frenzy across social media last year, the fan-favorite Picklewich returned to Jimmy John’s for a limited time. 

To make this comeback even juicier… In collaboration with VaynerX, Jimmy John’s teamed up with Demi Lovato for a pop-culture collab that’s as unexpected as it is unforgettable. Music, viral moments, memes, and mouthwatering sandwiches… It’s the kind of combo that could only happen on the internet (and in a Jimmy John’s kitchen).

Now, let’s unpack what made this campaign a viral hit. 👇

Pickles Meet Pop Power

We wanted to deliver a fun, relevant campaign that could top the original Picklewich, which was a huge success both creatively and the best selling LTO of all time.

Pop icon Demi Lovato is known for her obsession with pickles. She actually named her dog Pickle. And, as a fan of the brand, we wanted to center the creative around Demi’s organic connection back to this product, which felt like a home run.

Defining the Campaign Goals

This campaign was designed to live, breathe, and breakthrough in culture. Are people talking about it? Are people sharing it? Did it win the attention game on social media? 

The focus of the campaign was to show that the Picklewich was in the midst of a comeback, and Demi was too with the launch of her new album. The tie between the campaign and Demi, back to this global idea of the comeback, became the synergistic through line which inspired our creative production process.

Our partnership with Jimmy John’s reflects our social-first approach grounded in the idea that culture drives conversation. We wanted to create a visual representation of Demi’s most iconic meme-able moments and then write a script that would allow Demi to feel comfortable leaning into those moments.

From TikTok to Table

Social was the engine, but the campaign extended beyond it. The Picklewich made appearances at the PickleCon launch event, turning a sandwich into a full-blown cultural activation. Mainstream coverage, like Complex picking it up, only amplified the buzz.

Relevancy = Speed

With cultural moments, speed is everything. From ideation to execution to edit, the team moved in just two weeks.

Demi’s contributions, like the now-iconic “Demi knees” line, added the kind of shareable flair that makes campaigns memorable.

The Picklewich Buzz

With over 60 million+ organic views and counting for the campaign, fans responded immediately. TikTok duets, playful references to Demi’s ‘wink wink’ moments, and overwhelmingly positive social chatter proved the campaign hit the mark. The Picklewich became an instant cultural conversation starter.

Key Takeaways

Always bet on culture. The best campaigns are the ones that take cultural moments that people are already talking about and leverage that attention to win.

At VaynerMedia, we do this work on the front end. We never guess that the campaign is going to resonate with audiences because before it ever gets to production, it’s been tested through organic social at scale. Simply put, by the time I am tasked with bringing a concept to life, I have the assurance that the agency has market tested this idea and concept on social media, which helps ensure that our idea will resonate with audiences in the right way.

With Picklewich x Demi Lovato, Jimmy John’s created a blueprint for breaking through in culture while keeping the brand front and center.

Want to partner together? Drop us a line 

It’s that time of year where the sunsets are at 5 pm, there’s a slight chill in the air (maybe more than slight), and the Q4 deadlines are rapidly approaching.

But, despite that hectic race to the EOY finish line, there’s also the promise of holiday festivities, and, for those who have been at VaynerX a while, it also signifies the start to #VaynerThanks.

What is VaynerThanks, you may ask? Is this another acronym I need to memorize? Not quite! It’s more of a glimpse into the past (over a decade old at this point!) and created by some true Vayner OGs.

Wait, So What is It?

The lore of VaynerThanks goes back to the early days of Vayner and is a tradition we still do as a company today. Employees are encouraged to share a #VaynerThanks to our coworkers, highlighting the special people who we see everyday and make coming to work so special. It’s a moment of reflection, admiration, and most of all, gratitude. And this year, we’re giving a nod to the past by looking back at the lore of what it means to give VaynerThanks.

What Does VaynerThanks Mean to You? 

To Tyler Schmitt, VP of Core Relationships, VaynerThanks is more than just a few kind words. It’s a reminder of how Vayner brings people together.

“In a world that is more noisy and bifurcated by the day, VaynerThanks was always a time where you were reminded how together we were, how much impact your co-workers had on your day-to-day life, and how important being part of this company was. And, how every individual really made an impact on the whole of what we were doing.”

Or, for Marcus Krzastek, our VM International President, it became a tradition alongside his usual Thanksgiving plans.

“Every year, one of the highlights in the early days of VM was taking the bus back to my parents for Thanksgiving and dropping in all my VaynerThanks during the ride home. It’s been a great way to reflect on the year and show appreciation for everyone who’s helped and impacted you along the way.”

And here’s some of those VT shoutouts from Marcus’ train ride back home – going as far back as 2012!

Favorite VaynerThanks Memory?

Longtime Vayner employee Nick Dio, VP of Core Relationships, looked back on one of his favorite memories, aka the moment where #VaynerThanks really made it big. 

“Back in the day, we used to flood Twitter (now known as X) with #VaynerThanks. Employees would share things that they were grateful for about other employees and one year, we got to the national trending page the day before Thanksgiving.”

See what happens when we all come together? Pretty impressive if you ask me! 

In the wise words of Claude Silver, our very own Chief Heart Officer, “recognition doesn’t have to mean huge milestones. It’s about the small, everyday moments that make this place so special.” 

In our VaynerThanks Slack channel, there lives hundreds upon thousands of #vaynerthanks messages, dating back to the early 2010’s. Each shoutout is a reminder of those small moments, where we’ve lifted each other up, and given our flowers to the people who make Vayner the community it is today.

A very happy Thanksgiving and #VaynerThanks to all of you for reading! 🦃💌 

From the screen to your feed, HBO Max is showing up where fandom lives…online, every day. (Cue the theme music! 🎶) That’s why they’ve tapped us, naming VaynerMedia Australia as its lead social agency.

Since launching HBO Max in Australia just seven months ago, the brand has built one of the most passionate online fandom communities out there. As Ashleigh Bruton, Head of Social for HBO Max Australia, put it, “We’ve cultivated a highly engaged social community of the most incredible fans.”

Now, we’re partnering up to take that energy to the next level…blending culture and community conversations to create social-first moments that fans can’t help but talk about.

Building the Future of Fandom Together

Entertainment offers a unique opportunity to bring communities deeper and closer together with the power of social media. Our VaynerMedia Australia Country Manager, Karen Coleman, said it best, “Our partnership with the brilliant team at HBO Max is a dynamic collision of creativity and culture. The entertainment world is the ultimate stage for consumer connection, and we’re ready to redefine how stories are told, shared, and experienced on social, bringing fandoms deeper than ever into the worlds and characters they adore.”

Together, we’ll create social-first content as dynamic and fast-moving as the culture around us. Analyzing, ideating, and making content that resonates with beloved fandoms in real time time across platforms. Every scroll, share, comment, and post is a chance to make an impact for deeper storytelling and we’re here to make it count.

A Glimpse Into What’s Next 👀

We’ve already had the chance to support the much-awaited launch of Welcome to Derry, an incredible glimpse into HBO’s world-class storytelling and how they bring major tentpoles to life across every touchpoint.

And that’s just the beginning. We’re already in planning for some highly anticipated series next year, where we’ll get to flex our social-first thinking to bring fandoms even closer to the stories, worlds, and characters they can’t get enough of.

While we can’t say much (yet 😉), what’s ahead is something we can’t wait to share.

Thank you to our amazing partners for the trust – here’s to building relevance & fandom together, the social-first way! 💪

If you thought Part 1 of the Constellations Live session had your marketing brain buzzing…Part 2 is here to turn the volume up. 🔥

In Part 2: Legendary Locals, The Elder Edge, and New Collar live session, our favorite chronically online dynamic duo Hayley Grant (Lead Strategist, Vayner Consulting) and Jaimee Estreller (VP, Platforms & Culture) returned to unpack even more cultural constellations…a.k.a the macro trend shifts shaping how people think, buy, and belong right now.

You can catch the full replay on VaynerMedia’s LinkedIn or YouTube, or keep scrolling for the written takeaways.

This is your guide to three emerging cultural shifts every marketer should be paying attention to heading into 2026.

The Rebrand of Work

The new wave of cultural cachet is found in calloused hands, not corner offices.

In response to AI anxiety and corporate fatigue, Gen Z and younger millennials are proudly turning toward AI-proof careers and manual trades. This leads us to a new kind of flex happening on TikTok: rough hands > soft hands 👋

For marketers, think of this as the rare aesthetic of workwear not just as fashion, but as an identity. This is a massive opportunity to celebrate craftsmanship, community, and tangible skill across many industries.

Age Is the New Flex

The younger generations are turning their gaze upward and realizing that wisdom is the real influence.

The Elder Edge celebrates age not as decline, but as credibility. Ever scrolled and seen “granfluencers” breaking stigmas around menopause? Aging is being freshly reclaimed as aspirational, grounded, and incredibly chic.

In your 2026 brand campaigns, perhaps ditch the obsession with “forever 21,” and build campaigns that honor longevity, mentorship, and shared lived experience.

Where Hometown Pride Meets Pop Culture

‘Local’ is having it’s legendary moment with creators and brands reclaiming place-based storytelling. Small towns, regional aesthetics, and state fair energy (yes, that’s a real thing…1B+ TikTok mentions and counting) are redefining cool.

Don’t think of this as ‘nostalgia’…that’s an evergreen trend. This is more about a reconnection to authenticity. The local corner store, the family-owned laundromat, the community fair…they all hold cultural capital again.

In Q4, find the local flavor in your audience’s world. Celebrate the pride & rituals that make a place legendary, not generic.

TL;DR: Real > Filtered

From AI-proof jobs to ageless icons to hyperlocal pride, the MAJOR key takeaway is…people are fully rejecting the artificial and sprinting toward the real. 

The brands that listen, localize, and lead with respect for real culture will be the ones that earn true attention from your audience on social media next year. 

Watch the full replay on YouTube below or download the full report to dive a little deeper into every trend (and a few we didn’t cover here 👀).