Category: Blog

A historic heat wave, 20k+ steps a day, numerous portable chargers, and one week later, we’ve officially wrapped up Cannes Lions 2026. 🇫🇷

Bringing back our iconic Chez Vayner cafe, plus two new popups including the Creator Salon and Le Bar 55 speakeasy, we created our very own little corner on the Croisette. Packed with days of VX programming and panels, CMO circles, intimate roundtables, and more, we showed up to Cannes in full motion. We kept our ear close to the ground, kept our finger on the pulse of what’s new and happening, and compiled the VX Cannes Lions 2026 recap here. Let’s get into it. 👇

The Digital Revolution is Here. Analog is Following Right Behind It ⏰

Whether or not you made it to Cannes, it’s no secret that AI was the hot button topic of the week (and let’s be honest, in general too.) Everywhere you turned, there was a conversation happening around AI and the digital renaissance we’re seeing happen right now. As AI becomes more intertwined into our day to day life, it’s becoming inseparable to our industry as well. Brands are expanding their AEO capabilities, leaning into live shopping, asking questions about agentic discovery, and ultimately learning what is needed to stay digitally relevant. 

There’s also a complete 180 happening. With the emphasis on digital, people are also taking a step back, and in response, going the complete opposite direction. We’re simultaneously seeing a push for the IRL and a shift towards analog. All week long, brand activations were popping up along the Croisette, pulling in audiences with postcard writing stations and photo booths and activities that honed in-person community building. 

Sure, the conversations may have been centered around AI…but look at where they were happening. During one-on-one conversations in cafes, or in panels surrounded by an audience of intrigued marketers, but most importantly in spaces that focused on IRL experiences. 

This back and forth, between Extreme Digital and Extreme Analog, is what inspired what we at Vayner like to call The Relevance Barbell. 🏋️‍♀️ It’s the strategy we believe all marketers need to tap into, and it calls for brands to fully invest in both digital and analog. During Cannes week, we hosted our very own fireside chat about this very concept. Joined by Bridget Evans (Global Head of Business Marketing at Spotify) and Lia Haberman (Author of the popular ICYMI series), we dove into all the details of the Relevance Barbell effect and how it comes down to one crucial point. You can’t get stuck in the mushy middle. Going forward, this opens a new conversation and a call to action for all marketers to recognize the shift, and start investing in both their digital and analog strategies. Starting with building a more cohesive ecosystem that builds across content, IRL experiences, creator opportunities, commerce, AI, and more.

2026: The Year of the Cannes Lions Creator 🦁

If you’re a Cannes Lions Festival vet, you may have noticed something a little different this year. Last year, creators made some guest appearances, but it was far and few compared to the C-suite execs that normally make up attendance. But this year, creators made up the very fiber of Cannes Lions 2026. You could spot your favorite creators everywhere throughout the week. And they weren’t just attending. 

At our own Chez Vayner programming, we saw familiar faces like Connor Wood and Jason Tartick join our panels to share their unique, creator POV. Creator participation at Cannes wasn’t just for fun. It was a reflection of where marketing is right now, and where it’s headed. 

The creator economy is evolving, and it’s become a strategic priority, unavoidable for any modern marketer. Creator content has shifted. No longer is it about fulfilling promotional assets to amplify a campaign. Today, creators are legitimate business partners, becoming the always-on heartbeat behind true brand building in 2026. 

Creators bring a fresh perspective, deep knowledge and expertise of their craft, plus loyalty and trust from the audiences they’ve already built.  To truly drive relevance today, marketers need to recognize creator value and invest at scale. By working 1:1 with a multitude of creators, across various platforms and strengths, it’s a way of ensuring your brand is a part of the biggest conversations happening online and actually breaking through the noise to reach audiences. 

If there was any hesitation about bringing creators into the marketing mix, Cannes Lions just shut that down: Creators are here to stay.

It’s Never Too Late To Start Posting 📲

If Cannes proved anything, it’s that our mission at Vayner for social-driven, social-first content is as relevant as ever. The opportunities growing from social media are endless, and it’s never been a better time for people to take posting seriously. We’ve officially entered the “non follower era”  which means that followers matter less than they ever have (just think about how often you scroll through your FYP, rather than your Following.) A video posted organically can blow up overnight, sell out a product in 24 hours, or even secure you a flight to Cannes, France! 

And in today’s media landscape, there’s a niche out there for everybody. No matter how specific  your content may be, there’s a platform and an audience out there waiting for you. The best way to get started is first, by actually putting yourself out there and second, being consistent with it. The algorithm favors those who put in the work and keep up with it, so post everything and see where it takes you.  

Rapid Fire Learnings 🔥

At the time of posting this, we are officially 4 days and 1 international flight away from being at Cannes Lions 2026…but who’s counting?

We wanted to break down exactly what to expect this year and how to navigate the week so you can maximize every single moment, panel, and connection.

Over in Vayner world, we couldn’t be more excited for our pop up cafe Chez Vayner to return to Cannes for another year! Whether you’re a Cannes young lion, or an OG, we guarantee there’s always something new to learn or a connection to make along the way. 

The team has been in full gear prepping for Cannes, and because we’re not new to long walks along the Croisette, we’ve put together our very own Cannes Lions cheat sheet. 

Perfect to keep in your back pocket and read through before diving into all the marketing magic.

Take a look. 👇👀

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Cannes You Explain What It’s All About?

Cannes Lions is the biggest marketing event in the world made for marketers, and creators by marketers. It connects the many brilliant minds of our industry and creates opportunities to lean into the hot topics impacting the advertising and marketing world.

We’re embarking on our largest Cannes execution yet, from thought leadership panels and CMO circles, to specialty experiential moments at our Chez Vayner pop up, and more content taking you inside the festival than ever before.

🔑 Tip: It’s pronounced CAN, not CANS! 

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What To Expect

Outside of the programming & award ceremonies, Cannes Lions is a huge opportunity for brands, and whether you’re in France or watching from online, you’ll see how some of the biggest brands are showing up and activating.

At Vayner, we’re showing up with four packed days of programming as well as the return of our very own popup, Chez Vayner cafe.

Chez Vayner is the heart of our Cannes footprint. An open-air French cafe, this space is specifically designed to foster high impact conversations. Whether you’re on the way to your next big panel, or looking to unwind and meet somebody new, we highly recommend a stop at Chez Vayner to add to your Cannes schedule.

🔑 Tip: Don’t be surprised by who you might run into at Chez Vayner! Cannes week is filled with senior marketers & c-suite executives, content creators, musicians, athletes, and so much more.

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Ok But…Is It Worth It?

There’s a LOT that goes into a Cannes trip so it’s worth asking…is it really worth the hype? 1,000,000,000% yes!

For those looking to grow and break into the industry, it’s also a great way to better understand what agencies are looking for when hiring young talent. This is the very idea behind our Young Lions Breakfast. Alongside Mimia Johnson (SVP, Creative Excellence) and Rob Lenois (Chief Creative Officer), we offer unfiltered industry wisdom & career insights that you won’t get from orientation.

🔑 Tip: Don’t let age or a lack of experience discourage you from checking out Cannes Lions opportunities! One of the best reasons to attend is to network and learn from the people and brands around you. Seek out opportunities, and if you can’t make it IRL, track the event and reach out to people to hear about their experience.

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You’ve Made it To Cannes. Now What?

If you find yourself at Cannes and unsure of where to go, or who to see, don’t worry. Take it from our CMO Avery Akkineni, a (soon to be!) six-time Cannes Lions attendee on what her schedule is looking like and the six things she’s most excited for:

Stop #1: Cannes Creator Kick-Off 📲

With the one and only Gary Vaynerchuk, we’ll be getting Cannes week started with a VaynerX style kickoff party, bringing together creators shaping culture for an evening dedicated to convos about the growing creator economy, platform shifts, and more. Consider it a deep dive into the rise of the individual empire & all things creatorpreneurism.

Stop #2: CMO Accelerator Cocktails 🍸

Joined by the incredible Jim Stengel, we’re celebrating the 2026 CMO Accelerator Program with an exclusive cocktail reception at Chez Vayner! Bringing together past, present, and future participants, this moment transcends the typical industry event and offers an opportunity for genuine networking & relationship strengthening.

Stop #3: Collaborating with The Marketing Academy 📚

The Marketing Academy is bringing its global audience to Cannes, and we couldn’t be more excited for the opportunities that come with a partnership like this one. TMA will be hosting their very own takeover at Chez Vayner, and it’ll be the perfect opportunity to bridge industry professionals and talented marketers into one space.

Stop #4: Avery’s Roundtable with The Female Quotient 🎤

The Female Quotient always puts together truly meaningful conversations. This session is no exception and is guaranteed to dig deep into some of the most thought provoking topics of the week.

Stop #5: Kargo’s Sea and Scene Kick-Off 🌊

A must see during your Cannes experience! Kargo’s programming is the ultimate way to get your week started on a high note.

Stop #6: Our Very Own Creator Salon🪞

Need a pit stop on the way to your next panel? Or a place to unwind and freshen up? Our Creator Salon is the perfect spot to break away from the action for a little. Plus, it’s filled with photo opps and gifting from our brand partners, so you won’t want to miss this one!

🔑 Tip: Go in with a schedule, but don’t be afraid to be spontaneous either! Some of the most memorable experiences can come from going with the flow, and adding something to your schedule out of pure curiosity.

Whatever your Cannes journey looks like, it’s bound to be a good one. We’ll be part of the action all week long, just steps away from the fountain, and oui truly can’t wait to see you there!  😉

Made it all the way to the end? 🇫🇷

Check out more of our programming and most importantly, enjoy everything that Cannes week has to offer.

Au revoir & Happy Cannes! 🦁🇫🇷

For fútbol fans across the globe, this week marks the beginning of the biggest game in the world. Hint hint: 🌎🏆🏟️

As big of a competition as this is for sports fans, it’s also a major opportunity in the world of marketing. With over a billion viewers, and millions of fans pouring over social media, the biggest brands are showing up center stage to be a part of the conversation. And in Duracell’s latest campaign, we not only saw how they’re celebrating this year’s game, but how they’re earning attention all season, with a specialty ⚽️-themed campaign, starring the one and only Lionel Messi. 

We sat down with Tara Monserrate, Senior Account Director at VaynerMedia, and part of the team that helped bring this vision to life, for a behind-the-scenes perspective on how exactly a campaign this monumental happens. 

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Q: Anybody who tuned into the Big Game 2025 🏈 might have recognized the Duracell Scientist back on the field. What inspired the team to create a “sequel” to last year’s commercial?

A: The response to our Big Game campaign last year was incredible. The Duracell Scientist quickly became a recognizable and beloved character, and we saw an opportunity to continue building that world rather than starting over. We often talk about the importance of consistency in marketing, and this felt like a chance to strengthen the equity we’d already built.

Last year, we partnered with Tom Brady—the GOAT of American football—to help introduce our “Built Different” platform. As we looked ahead to the next chapter, we asked ourselves: who is the equivalent in the world’s game? The answer was obvious. Lionel Messi has spent decades redefining greatness through his consistency, longevity, and ability to perform at the highest level year after year.

Bringing the Scientist back allowed us to continue the story in a way that felt both familiar and fresh. We went from powering the GOAT of football to powering the GOAT of fútbol, creating a natural evolution of the platform while reinforcing what Duracell stands for: reliable, long-lasting performance. It gave us the opportunity to build on a character audiences already loved while partnering with one of the most iconic athletes in the world.

Q: The World Cup is a huge cultural phenomenon and this spot capitalizes on that moment. Tell us about the vision behind tying a Duracell campaign to one of the biggest sporting events (with one of the biggest athletes) in the world. 

A: What excited us wasn’t a specific event—it’s the growing cultural relevance of soccer and the opportunity to partner with one of the most iconic athletes in the world.

At its core, the “Built Different” platform celebrates exceptional performance, endurance, and reliability. Messi embodies those qualities in a way very few athletes can. He’s spent decades performing at the highest level, earning the admiration of fans across generations and around the globe.

For us, the partnership was an opportunity to connect Duracell’s product truth with a cultural icon whose career has been defined by consistency and excellence.

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Q: How did the collaboration between Duracell and Messi come about, and what made it feel like a natural fit?

A: The strongest partnerships happen when there’s a genuine connection between the brand and the talent. From the beginning, Messi felt like a natural extension of everything Duracell stands for.

Duracell has built its reputation on dependable, long-lasting power. Messi’s career tells a remarkably similar story. Year after year, season after season, he’s continued to perform at the highest level through discipline, preparation, and consistency.

That alignment made the creative process much easier because we weren’t trying to force a connection—the connection already existed.

Q: Tell us about the creative process: from ideation to execution, what moments or decisions stand out? What makes this spot “built different”? 

A: One of the biggest unlocks was realizing that fans already think of Messi as superhuman. Rather than simply showcasing his skills, we leaned into that perception and asked ourselves: what if even Messi needed a power boost?

That simple question led us to a creative idea that was playful, memorable, and deeply rooted in the product. We wanted to create something that felt entertaining first and advertising second.

What makes this spot “Built Different” is that every creative decision ladders back to the platform. The humor, the storytelling, the Scientist, and Messi himself all reinforce the same core idea: exceptional performance is powered differently.

Q: What ideas or goals shaped this campaign? What do you hope for audiences to think about, or remember, after watching it? 

A: Our goal was to create a campaign that people genuinely enjoyed while reinforcing what makes Duracell different.

We wanted audiences to remember the humor and entertainment value of the creative, but we also wanted them to walk away with a stronger association between Duracell and powerful performance. 

The best advertising creates both emotional connection and brand recall. If consumers remember Messi, remember the Scientist, and remember that Duracell is the battery built for reliable performance, we’ve done our job.

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Q: This campaign is more than just a hero spot. There are social media activations, retail tie-ins and a sweepstakes competition included as well. Tell us about the creative process behind this surround sound campaign and its importance. 

A: Consumers don’t experience brands through a single touchpoint anymore. They discover content on social, encounter products at retail, engage with creators online, and interact with brands across countless channels throughout the day.

Because of that, we approached this as an ecosystem rather than a standalone commercial. The hero film established the story, but every additional activation gave consumers another way to engage with the campaign.

Whether someone discovered it through social content, limited-edition packaging, retail displays, or the sweepstakes program, we wanted every touchpoint to feel connected and reinforce the same creative idea. That’s what helps turn awareness into participation.

Q: How has the campaign performed so far? Any insights you can share on views/engagement, sales, etc?

A: We’re incredibly encouraged by the response so far. We’ve seen strong engagement across social platforms, positive audience sentiment, and meaningful participation across the broader campaign ecosystem.

What’s been especially exciting is seeing how fans have embraced the creative concept and engaged with the campaign beyond the hero film itself. The conversation around the partnership has extended into social content, retail activations, and fan-generated engagement, which speaks to the strength of the idea.

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Q: For the soccer fans and Messi die-hards…any fun BTS moments from working with the 🐐that you can share?  

A: One thing that stood out immediately was how incredibly focused and professional Messi was throughout the entire process. No matter how many people were on set or how ambitious the production became, he remained calm, prepared, and fully engaged.

There was also a surreal quality to watching the Duracell Scientist and Messi interact between takes. It’s not every day you see one of the greatest athletes of all time sharing a scene with a fictional scientist carrying batteries. Those moments definitely reminded everyone how unique this project was.

Q: What was the biggest challenge in bringing this to life, and how did the team pivot to solve it?

A: The biggest challenge was balancing scale with simplicity.

When you’re working with a global icon like Messi, there’s a natural tendency to make every aspect of the campaign bigger and more complex. We constantly challenged ourselves to simplify and stay focused on the core idea.

Ultimately, the strongest campaigns are often the clearest ones. By maintaining discipline around a single story and a single product truth, we were able to create something that felt both entertaining and strategically focused.

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Q: Out of all the surround sound activations, which one surprised you the most in terms of driving engagement, and why?

A: The limited-edition packaging was one of the most exciting surprises.

What started as a retail execution is quickly becoming something fans actively want to collect, share, and talk about. It reinforced something we often see in modern marketing: when you give consumers a tangible way to participate in a campaign, engagement can extend far beyond traditional advertising.

It became more than packaging—it became part of the experience.

Q: If you could give one piece of advice to another brand marketer trying to pull off a massive sports-tentpole and celebrity-driven campaign, what would it be?

A: Start with a strong strategic truth before you start thinking about the celebrity.

The most successful partnerships aren’t built around fame—they’re built around alignment. The talent should amplify the story you’re already trying to tell, not become the story itself.

When the brand truth, creative idea, and talent all reinforce one another, the work feels authentic. And when it feels authentic, audiences respond in a much more meaningful way.

Most brands think Answer Engine Optimization (AEO) is just SEO with a new name. They’re wrong!

After analyzing how Fortune 500 brands show up in AI, our resident expert, Zubin Mowlavi (EVP, Commerce) identified three critical things most teams still don’t understand about winning the AEO game:

1️⃣ You’re playing two games at once.

AEO has two distinct layers:

• 🧱 Layer 1: Foundational Training Data. This is the compounding asset built from millions of reviews, mentions, and editorial content. It determines if the model knows you at all. 
• 🧱 Layer 2: Live Retrieval. Models like ChatGPT and Perplexity actively search the web in real-time. Well-structured content can be cited here in as little as 7 to 14 days.

That means if you aren’t optimizing for both layers…you’re missing half the surface area. The brands winning right now are the ones who recognize the value in both of these layers, and work to implement the combo in their AEO strategies. 

2️⃣ Your product catalog is the bare minimum.

A catalog might get you considered, but organic signals earn the recommendation. Here’s what most brands miss: the AEO analysis that tells you where you’re invisible (or not showing up in LLM search and retrievals) is exactly what you need to reverse that. 

Once you can identify the gaps from your AEO data, brands can start identifying prompts that work for products. From there, your data can be used to brief future social content and help strengthen your visibility even more. 

3️⃣ You can’t buy your way in (yet).

Right now, every brand is on equal footing on the organic side. Brands building real equity today are creating a moat for when paid ads eventually arrive. Meanwhile, the brands waiting for their “perfect moment” are only falling behind and, transparently, will have to play catch up against other leading brands. 

The winners will be the brands that treat organic content as their AI & content strategy. 💫 And remember, AEO isn’t a sprint or a one-time thing. It’s a gradual process, and a compounding asset that brands can slowly build now for major results ASAP. Your next steps are simple and it all begins with getting your brand in the answers. 

Ready to Rethink Your Strategy? 🤔

If this breakdown has you second-guessing your current approach to AEO 🤝 Connect with us!

About Zubin Mowlabi

Zubin Mowlavi is the EVP of Commerce at VaynerX and our resident expert on AI search behaviors and modern digital strategy. With a 20+ year background founding and scaling digital commerce agencies, Zubin bridges the gap between traditional SEO and cutting-edge digital growth, especially as AEO strategy begins to take precedence. 

His expertise lies in turning market signals and emerging tech into enterprise products that unlock scalable growth. Zubin has helped Fortune 500 brands strengthen their share-of-voice in zero-click results and developed playbooks to accelerate retail-media growth across global platforms like Amazon and Shopify. 

Wrapping up another successful year at POSSIBLE Miami, we saw some of the biggest trends taking over our industry and what it means for brand marketers looking towards the future. 

Live on the ground in Miami, and part of the action all week long, we have the full recap from Peter Chun (Global EVP of Platforms, Algorithms, and Culture, VaynerX). Consider it our PC with PC (POSSIBLE Chat with Peter Chun, of course!) 

Check out the top marketing trends from POSSIBLE, and the steps you can take to make it work for your brand. 🔥👇

📲 How to Work with Creators in 2026

What Was Said ➡️ You know them, you love them, but is your brand using creators to their full potential? Creators have solidified their place as a core part of brand infrastructure and a crucial element to modern marketing. Creators have the ability to not only help your brand become discovered, but also connect with audiences in a way that creates true brand loyalty. 

What We Heard ➡️ Marketers are going about their creator strategies all wrong. Stop briefing creators with the solo intent being to create more reach. Simply relying on creators to amplify your messaging is holding back their creativity, and their ability to perform what they know best. Instead, consider creators uniquely across different elements. Attribute creators to different areas, such as media or retail, and measure that accordingly across different stages of the funnel. See who, and what, is actually making a difference and how they’ve crafted it to their specific area. 

💍 The Marriage of Short Form & Long Form Content

What Was Said ➡️ Inside the walls of POSSIBLE, and within our industry as a whole, there’s a general energy that everything needs to be shorter. We know that our next generation is used to a different viewing experience. Attention spans are shorter, and a lot of information can be crammed into smaller durations because of the new generation’s quick recall ability. 

What We Heard ➡️ Yes, short form content is taking over, and it’s incredibly important for marketers to prioritize. But, the brands that are actually leading the charge aren’t only using short form content. The ones with the most success are the ones who meld the two. When short form and long form content are intertwined, we can see a more thoughtful approach and strategy take place. 

Marketers, consider this. Instead of just focusing on short form content, use it as your “bait.” Allow it to capture attention, and lay up with your long form content, which can work to build relationships with your more committed viewers. 

Essentially: short form for relevance, long form for loyalty, and the duo for total brand awareness. 

☀️The Future is Bright w/ the next generation of marketing leaders from Miami Ad School

What Was Said ➡️ Aboard the SS Vayner, we hosted a panel with a few of our brilliant marketing minds, in partnership with Miami Ad School. Bringing along the future of marketing to hear more about what we do at VaynerX, we answered the questions they have about entering the workforce, what an average day and workflow looks like, and how we’re innovating to keep up with new tech and trends. 

What We Heard  ➡️ The next generation of marketers is up for the challenge. There’s a lot that our new grads need to prepare for, from AI noise to changing industry trends and signals. But having the MAS class on site showed us that the next generation of marketing leaders are ready to go, with questions (and answers) raring to go. Our advice to marketers is to stop underestimating the next gen, and go beyond your marketing lens. Today’s market is built on relevance, which the upcoming class knows better than anybody. They know how to be creative, and create things that actually perform well, regardless of a marketing background.

⌚️Analog Experiences in a Digital World

What Was Said ➡️ People crave human interaction. Chalk it up to the pandemic, or an increasingly AI-driven and online world. Whatever it may be, we’re seeing consumers crave the exact opposite. All of POSSIBLE was filled with one-on-one networking and IRL panels, and it doesn’t just stop here. People are actively embracing counter-cultural, real-life analog experiences. Just think of today’s biggest trends, from running to book to mahjong clubs! 

What We Heard ➡️ To win, brands must adopt a “Barbell Strategy.” You need to focus on producing relevance IRL, in addition to dominating the digital space. It’s all about organizing experiential marketing with amazing content production. You need both, and when you can execute them together, expect to see big results. 

Looking for more conversations around today’s biggest marketing topics? We’ll be back at Cannes Lions this upcoming summer, and we’re ready to dive into even more. Check out what we’re doing and register to join us. 🦁🇫🇷

For brands today: Reach is easy. Trust is hard.

In a B2B landscape flooded with AI-generated content, getting eyeballs on your brand isn’t enough anymore. The biggest hurdle marketers face today isn’t just getting noticed, it’s getting believed.

According to a recent LinkedIn study, 94% of marketers believe that trust is the ultimate key to success. Aboard the SS VaynerX at Miami POSSIBLE week, Pedr Howard, Ryan Barthelmes, Vita Molis, and Kaylen McNamara sat down for a panel that explores this stat, and what it takes to turn passive awareness into real, authentic connection with your audiences.

If you’re anywhere in the world of B2B marketing, check out the full recap here. 👇

Bridging The Gap: Awareness vs Actual Belief

Today’s B2B marketers are tasked with bridging the gap between awareness and actual belief in the brand, and that starts with: 

• Relevance ➡️ For brands stuck in today’s mid funnel, organic social creative can help brands break through the noise. The algorithms in place make sure that your content is finding the people who it will actually resonate with, making it a huge unlock for consideration and validation. 
• Confidence ➡️ With various stakeholders at play, it can take up to 9 months for a campaign decision to be made. The best way forward through a lengthy process? Building trust throughout it. It starts with consistency in your messaging, and can combat any of the hesitations that might build along the way. 

The Three C’s of B2B

Elevating and evolving your B2B marketing for today starts with the three C’s: credibility, creators, and creativity.

1. Credibility

Credibility is rooted in your messaging. A brand has to have a thorough understanding of their own vision and mission, but it doesn’t stop there. If its employees and executives can also weigh in on this opportunity, offering more reach and connection, it helps build what Vita Molis calls the “credibility stack.” From there, it can only grow, reaching customer advocates and peers until you have a network built out. 

2. Creators

Creators have completely changed the way we market. In a world where followers matter less and less, and organic content can amass hundreds of thousands of impressions, brands need to prioritize creator-led content. Culture fits are important, and you have to find the right person for your brand, but it’s certainly important for those looking to take things to the next level. 

3. Creativity

Creators bring a fresh POV and sense of creativity that can bring in new audiences, and they’re doing it with organic content. The quality needs to be there, but when it is, your messaging can scale across channels and across demographics. 

The Age of Authenticity

Today, authenticity is the true cheat sheet, and ultimate shortcut for gaining relevance, connection, and community. Opportunities to connect with your audience, and show them how you’re maintaining brand identity and vision, offers a glimpse into your own authenticity. 

Something that’s becoming more and more important, is hearing from the people behind the brand. Executives who can offer their insights, and are honest about what they’re seeing and hearing from their industries, are growing online. That inside POV, of someone on the ground at their company, can really break through to an audience. 

TLDR? Here’s the Closing Thoughts from Our Panelists

For those wondering what tangible steps they can take next, or what the best way forward is, we closed our panel out with the following question: 

“What is the most important shift that brands should be making in their creator and content strategies going forward?”

🤳 Just try it. Take that step, produce content, and let the process take hold, without aiming for perfection. 

🤑 Dollars follow attention. Brands need to understand the investment behind true production and realize that producing relevance at scale is the most important thing they can do.

📈 Relevance is key, but so is a measurement framework that understands what is driving the brand. Knowing where engagement comes from is the only way to feed the areas that are having the most success. 

Navigating a career is about so much more than just hitting your numbers. It’s about the connections you build, the mindset you bring to the table every day, and the consistency you maintain.

We sat down with Katie Sagan (Executive Vice President, People & Experience Team at VaynerMedia) to hear what ACTUALLY makes a difference when starting a new job, and the traits that will take you furthest in your career journey. Let’s get into it. 

1. What’s your #1 tip for incoming employees to help them get situated?

Maximize your “New Hire Hall Pass” to build a massive internal network.

In your first few weeks, your primary job is all about learning along with the people around you. Even with all the tech advancements, connection and relationships are still going to get you further in your career. I always recommend scheduling quick intro meetings with as many people as possible: up, down, and sideways across every department.

Come prepared to explain your role and how you hope to help, and focus on asking questions about their team and the company’s bigger goals. At the end of every chat, ask: “Who are two other people I should meet to understand this place better, and why?” You have a unique window at the start where you can ask “obvious” questions without judgment. Use it to gain clarity on everything from high-level strategy to the unwritten rules of the office. PEOPLE and connections are everything.

2. What can someone do in their first 90 days to help them stand out?

Be an active listener, not the self-appointed problem solver.

Too often, people come into a new role trying to prove their value by immediately pointing out everything they think is “broken.” The reality is that every process and strategy usually has a history of data, constraints, and emotions tied up in it. Coming in to critique right away puts people on the defensive and makes it harder to build trust.

Instead, spend those first 90 days listening and asking “why” before you suggest the “how.” When you respect the historical context, you earn the right to recommend improvements later. 

Parallel to that, do your homework. Read every document, manual, and report you can find. Show up more prepared than anyone else so that when you finally do contribute, your input is grounded in reality, not just first impressions.

3. What traits or habits are you seeing from those who move up the corporate ladder the fastest?

The “Power of the Basics”: Reliability, Attitude, and Accountability.

People often think it’s the “smartest” person in the room, the one with the most degrees, who gets the promotion. In my experience, it’s usually the person who masters the 85% of the job that can’t be taught. So much of any role can be trained, but being an awesome teammate is entirely on you.

The fast-trackers usually share three non-negotiable habits:

• Total Reliability: They show up, they hit deadlines, and they don’t let details slip through the cracks. Being the person your manager never has to “check in on” is a massive competitive advantage.
• A “Teammate First” Attitude: Skills can be trained, but a toxic or indifferent attitude won’t get you far. Those who move up are the ones who make the people around them better and approach challenges with a solutions-oriented mindset.
• Radical Accountability: They don’t hide from mistakes; they own them, learn from them, and move on. Owning your misses is exactly how you build the trust required for leadership roles.

4. What’s a piece of career advice you’ve heard (or given) that’s actually made a difference?

Treat “dress for the job you want” as a metaphor for how you show up.

When I had my first internship at 17, my dad told me to dress for the job I wanted. At the time, that meant a formal suit. Today, in many offices, the most senior and well-respected folks are likely to be dressed in jeans and a T-shirt (hi Gary!), but the core wisdom remains the same: Don’t wait for permission to lead. If you want to move to the next level, start thinking and contributing like you’re already there. Don’t wait for a formal title to volunteer for a stretch project or to come forward with new ideas. This isn’t about overstepping, it’s about showing up and behaving like the leader you want to become right now. When you start adding that greater value immediately, the organization begins to treat you “as if” you’re already in the role. Eventually, the title and the compensation are just trailing indicators that catch up to the reality you’ve already created.

5. What’s that thing you won’t see on a resume, but you notice all the greatest leaders have in common?

Relentless Resourcefulness.

You can list skills, beating KPIs, and certifications on a resume, but you can’t easily quantify the “Possibility Mindset.” The greatest leaders I’ve ever seen are relentless in their pursuit of a path forward. While others get bogged down listing all the reasons why a project will fail or dwelling on past mistakes, great leaders acknowledge the hurdle and immediately start looking for a way over, under, or around it.

They understand that the road to a solution is often a “windy path” rather than a straight line. There is something incredibly freeing about realizing you are in control of the next move. Great leaders don’t just find solutions; they create an environment where everyone believes a solution is possible. That mindset is the difference between a manager who maintains the status quo and a leader who changes the game.

Feeling inspired? Or ready to put some of Katie’s advice to the test? We’re hiring across the globe, looking for our newest team members. Check out open positions here and let’s build what’s next together. 💫

Last week, our resident TV and tech expert, Hugh Scallon, headed to IAB New Fronts (aka the world’s largest digital content marketplace) for some boots on the ground journalism on NewFronts 2026 Tech and Marketing Trends. 

ICYMI the newest innovations in CTV plus the latest TV upfronts, we gathered all the major breakthroughs and updates (thanks Hugh!) into one place. 

Here’s are the 6 signals you need to know:

📲 Welcome to the Takeover

Your favorite platforms are changing, and with that, so are the ways we advertise on social media. TikTok took the NewFront stage to announce its Logo Takeover. This is a new format that allows advertisers to own the first impression across every tab. Essentially, it offers advertisers a way to co-brand with TikTok from the app’s launch screen, so their logo and branding is the first thing viewers see when they open the app. 

And they’re not the only ones. Snapchat revealed that in 2025, nearly 2 trillion 🤯‼️snaps had been created. That’s roughly about 63,000 snaps per second. With that staggering stat, they led into their latest announcement: Total Snap Takeover. This new format guarantees advertisers the first ad slot across each tab–from the camera and chat to the map and feed…simultaneously. In this new age, advertisers hold all the power, and they’ll be reaching new levels of scale. 

🤖 AI Isn’t Just A Feature Anymore. It’s The Whole Thing.

Major names like Meta and YouTube aren’t just using AI to help generate content anymore. Instead, AI is fully orchestrating it. For example, we’re seeing AI that automatically adapts a single creator asset and transforms it into dozens of different layouts, native to Reels, Shorts, and Stories. Marketers no longer need to spend time reformatting their content for it to work. Instead, AI is doing the heavy lifting, and at the same time, giving brands time back to focus on strategy rather than production.

⚡️ Relevancy Is What’s In

Two words to know going forward: cultural adjacency. Another major theme we saw from NewFronts 2026 was the idea that platforms are moving away from broad demographic targeting. Instead, we can expect to see brands targeting highly relevant yet specific channels, through products like TikTok Pulse Mentions and Meta’s Reels Trending Ads. As different topics and trends gain traction online, these updates can conveniently place ads exactly where users are already discussing them in real-time. Keeping your finger on the pulse, and inserting your brand into the most relevant online convos, has never been easier. 

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💡 AI Is Leveling Up (Again)  

During the same week, we also received an early Upfronts recap with the latest news in CTV, starting with a deep dive into Google and Samsung’s latest generative AI advancements. What was once seen as a “future promise” is now embedded across ad stacks, driving performance, planning, and measurement at scale. GenAI has become part of the very infrastructure behind Google’s Gemini 3.0, as well as Samsung’s new intelligence layer. 

What that means: From media planning to creative optimization, everything will be automated. Plus, it will be more cohesive than ever before. GenAI will be used to connect fragmented media, data, and workflows into one AI-powered system, ideal for quick and efficient ROI. 

🛒 The Couch To Cart Pipeline

TV isn’t just TV anymore. The evolution of television, that today’s brands are leaning into, have less to do with what’s on TV but rather what you do with it. With collaborations between Walmart/Vizio and Samsung/Amazon, TV is transforming into an interactive, live shopping storefront. With Walmart and Vizio’s Smart TV partnership, viewers can seamlessly maneuver between discovery straight into purchasing. Similarly, Samsung has teamed up with Amazon, enabling Amazon Ads DSP to launch the era of “performance TV,” extending shoppable reach to up to 90% of households. Big screen reach + commerce data = the retail renaissance is here. 

📺 Fandom Is Redefining How We Watch

Fandom is everywhere and your TV providers know that. Tubi announced the launch of ‘Tubitopia,’ a space built for Gen Z, by Gen Z. Bringing in some of your favorite influencers and other viral talent, Tubi’s creatorverse will focus on culturally relevant content designed for younger audiences, while ushering in video-on-demand (as opposed to live viewing.) 

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#CLIENT

👇 The TLDR

The evolution of social media, and the insight all marketers need to prepare for going forward, is that socials are now dependent on real-time participation. The NewFronts 2026 Tech and Marketing Trends revealed that more than ever before. The brands that are finding success aren’t the ones just promoting their products, but rather, the ones that treat their social channels as live, automated storefronts. From now on, every post is an opportunity to direct consumers from viewing to purchasing. And that’s evolved into the streaming experience too.  

Ultimately, the marketplace is undergoing a major shift, as AI and shoppable commerce become inseparable elements to the way we consume media. The brands who pay attention now, and focus on the discovery-to-retail experience, are the ones redefining success in 2026.

SEO took brands decades to figure out. Now there’s a new game, and most brands are starting from zero. AEO, Answer Engine Optimization, is how your brand shows up when people ask AI for answers instead of Googling. If you’re not optimizing for it yet, this is where to start.

I spend every day working with brands at VaynerMedia on this exact problem. Here’s what you need to know about AEO and why social media is at the center of it.

What is AEO and Why Does It Matter?

AEO stands for Answer Engine Optimization. It’s the practice of making your brand’s content show up in AI-generated answers, not just traditional search results. As more people use ChatGPT, Gemini, and Perplexity as their default search tool, this is becoming a critical channel.

If your brand isn’t thinking about AEO yet, you’re already behind. The good news: most of your competitors aren’t doing it either. There’s a real window right now to get ahead by optimizing your content for AI discovery.

Social’s Role in AEO

Here’s what most brands are missing: social media is now a primary input for AI-generated answers. When someone asks ChatGPT or Gemini a question, those models are pulling from social content across the web. YouTube transcripts, Reddit threads, LinkedIn posts. All of it feeds the machine.

The brands that optimize their social channels for AI discovery now will have a massive head start. We’re seeing this play out in real time at VaynerMedia across paid, owned, and earned. The sooner you move, the bigger the advantage.

Getting Started With The Social Media Platforms That Matter Most

The landscape is moving fast. As of March 2026, here are the platforms that matter most for AEO and what we’re seeing work:

1. YouTube

• The single most important platform for AEO visibility across AI models
• AI models like ChatGPT, Gemini, and Perplexity pull heavily from YouTube content
• Titles, descriptions, transcripts, and comments all give AI models structured text to pull from
• If you’re only going to optimize one platform for AEO right now, start here

2. Reddit

• AI models love Reddit because it’s full of real human opinions and recommendations
• Brands should be monitoring Reddit conversations in their category and participating authentically
• The risk: you can’t control the narrative
• The upside: authentic mentions carry enormous weight with AI models

3. LinkedIn

• The sleeper hit. Jumped from #11 to #5 as most cited in ChatGPT responses
• Matters for both B2B and B2C. If you’re a brand with any kind of thought leadership play, LinkedIn content is getting pulled into AI answers more than ever
• We’re telling every client to take their LinkedIn content strategy seriously for AEO

Other Platforms to Watch

Meta (Instagram & Facebook) and TikTok have relatively closed ecosystems today, but that’s changing fast. OpenAI and Google are actively working to index more social content, and these platforms will open up. X is interesting for a different reason. It has massive public data and Grok gives it a unique AI layer. If more users lean into long-form content on X, like this post from our own Jon Morgenstern (EVP, Head of Investment, VaynerMedia), it has real potential. We’re watching it closely.

Here’s the bottom line: social media is now the foundation of AI discovery. The brands that build AEO into their social strategy today will own the answers tomorrow. The ones that wait will wonder why they stopped showing up.

If you want to talk about what this looks like for your brand, reach out. This is what we do every day at VaynerMedia. Contact us here.

This week, we hosted our inaugural Modern Marketing Leaders Summit, bringing together a group of top marketing leaders across the UK and EMEA. 

At the stunning 1 Hotel Mayfair, we spent the day skipping small talk and diving straight into what really matters in 2026 for brand leaders. We kicked things off with a traditional English breakfast (because when in London!) before heading into a packed lineup of panels, as well as a private fireside chat with our CEO, Gary Vaynerchuk.

To our brand marketing friends who couldn’t make it IRL, here are our 4 biggest takeaways from the Modern Marketing Leaders Summit: 

1. Modern Marketing Requires Modern Practices

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This Section At A Glance: 

• The future of our industry is constantly evolving, and with it, so is the role of a marketer. 
• Organic social is where all of your energy should be placed.
• Being social-first isn’t just about posting trends. 
• Make sure to read on about what CasC means. 😉

In a panel moderated by Alex Semenzato, we heard the first-hand perspective of what challenges our Vayner Partners Darragh McGinley (Head of Social, EMEA, Indeed) , Arjoon Bose (VP Marketing, Coach), and Rebecca Huda (Regional Category Lead Digestive Health – UK & EMEA, Bayer) are facing today. The short answer, though it holds many complexities, is this: The future of our industry is constantly evolving, and with it, so is the role of a marketer. 

Rather than focus on a major TV spot, brands like Indeed are shifting their focus to be social first. Darragh spoke about the brand’s mission to respond to signals and audience, and how organic social has been a humbling but monumental experience. Simply put, “nothing questions your marketer’s gut more than TikTok.” Though organic social can be a bit unexpected, when a piece of content actually hits, it becomes a cheat code to understanding what works and what audiences want to see from you.

Being social-first isn’t just about posting trends either. This is a unique opportunity to connect with your consumers. Using Comments as Creative (something we like to call CasC) is a way of joining the latest conversations, and building brand awareness. Just take a look at the success of our friends at ChukMedia, who launched Subway’s latest CasC moment that garnered over 700k+ likes and 1M+ impressions.  

The Rise of the Creator Economy

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This Section At A Glance:

• Let creators be creators 
• The most powerful partnerships in 2026 = creators 🤝 marketers

Let’s face it: creators have completely taken over. They’re on the biggest stages in the world, with the biggest platforms and biggest audiences. That’s why the relationship between creators and marketers has become increasingly important as we dive into 2026. 

Joined by viral chef and creator Jordan Billham aka The Notty Chef, our very own Esme Rice spoke with him about his experience as a content creator. For marketers, one of the most important takeaways from Jordan was hearing the creator perspective on brand partnerships. 

Brands working with creators shouldn’t expect to give their creators a strict set of guidelines. Rather, Jordan explained that content creators are pros of their own craft, and the best content comes from creative freedom. When brands choose to be understanding of a creator’s knowledge, and truly work together, the project moves forward as its own collaborative entity. It’s a goal that creators and marketers work towards together, fusing viral experience with brand expertise.  

3. AEO & GEO Are Your Next Priority

This Section At A Glance:

• Stop relying on brand loyalty 
• How FAQs help AEO and GEO 
• Why you need to care about AEO and GEO  

You don’t need us to tell you how prevalent AI has become. No matter what field you’re in, AI is affecting everybody and everything. In marketing, one of the major shifts we’ve seen take shape is through customer experience. People aren’t shopping like they used to, and because of this, we’re changing the way we market products. VaynerMedia VP, Aengus Boyle dove into it all, and how the answer starts through Answer Engine Optimization and Generative Engine Optimization. 

Today’s consumers aren’t prioritizing brand loyalty when it comes to online shopping. Instead, they ask AI for the best recommendations for whatever it is they’re looking for. That means that the best way to make sure your product is on the top of ChatGPT’s “Best Christmas Gifts” list is through optimization. First, start off by making your brand website easily navigable for AI search engines. Incorporating SEO keywords, as well as heavy text based content like blog posts is one way to make sure LLMs are picking up on your messaging. 

Another good idea is to adopt question and answer templates, like FAQs that will help engines learn more about your products. One final major takeaway, is that as always, it comes back to social (no surprise there.) Brands that have their owned social channels are more likely to build visibility, especially on YouTube. If you incorporate as many touchpoints and perspectives as you can, it will only be better for your brand. 

4. Stop Focusing on Brand Strategy (Focus on Relevance)

This Section At A Glance:

• Relevance, relevance, relevance! 
• Read on to hear what gets you impressions, views, likes, attention, profit, and legacy 
• The role you need on every single creative team 

Maybe one of the biggest shifts we discussed came from Gary Vaynerchuk during a fireside chat with Jon Evans, that developed into an even bigger conversation during a Gary private session. The big ticket item? Relevance, relevance, relevance! 

We know that relevance is what gets you impressions, views, and likes. It’s also what translates into attention, profit, and legacy. But how are you actually trying to be relevant, and what steps are you taking to get there? To really get ahead, brands need to start being reactive and focus on relevance strategy. Start by ditching the detailed day-by-day content calendar. With trends that start and end in a day, and viral moments that break the internet, things change too quickly to always plan ahead. Instead, have relevance strategists on deck, who can capitalize on big moments and ensure your content is as effective and viral as possible. 

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A huge shoutout to our incredible team who made this summit one of our best ones yet. As always, we couldn’t be happier to get together with some of the most brilliant minds in the biz, and talk about everything we can do to be bigger and better.