Category: Blog

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

View this post on Instagram

A post shared by VaynerMedia (@vaynermedia)

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

View this post on Instagram

A post shared by VaynerMedia (@vaynermedia)

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. 

View this post on Instagram

A post shared by VaynerMedia (@vaynermedia)

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. 

Another year, another Big Game behind us. This time, we saw Seattle take home the trophy, heard a fresh batch of shat jokes (iykyk), and also saw the POV from an entourage of dancers disguised as lush, green foliage. Now, there’s a sentence that wouldn’t have made sense a few weeks ago! 

To be expected, we saw a lot of online conversation, but one of the topics on everybody’s mind was the advertisements. As our CEO Gary Vaynerchuk puts it, “attention is what everyone is seeking.” So when we say that $10 million for the price of attention is inexpensive, we mean it. Whether a spot was a crowd-favorite or a head-scratcher, there’s no denying the energy of Super Sunday. For a brand today, this is a rare, high-stakes window to actually move the needle and tap into culture.

And it doesn’t have to be an $8 million+ 30 second spot. There are hundreds of ways to earn attention and become a part of culture, whether it’s through a traditional TV commercial, socials, or a tailored event. This year, we were grateful to have a hand in that for some of our favorite brands, from the technical heavy lifting of producing Super Bowl commercials to the nuanced work of building out premium online content that keeps the conversation going long after the weekend is over. 

So here’s our VM roundup of the Big Game 2026, and everything we learned to make next year even better: 

1. Shooting the Shat with Kellogg’s Raisin Bran 🥣

View this post on Instagram

A post shared by VaynerMedia (@vaynermedia)

There’s a lot of debate surrounding the value of SB commercials, but the truth is, the Big Game is the best advertising media deal in the world. It secures billions of views plus undivided attention, something social and other linear TV spots can’t guarantee. That’s what actually makes it an underpriced moment. So for a legacy brand like Kelloggs, we couldn’t think of a better way to get the fiber revolution started than by launching Raisin Bran into their Big Game debut. 

Now here’s the caveat: a spot is only worth it if you have a really great piece of creative to showcase. It’s about bringing something memorable to the screen, leaving boredom at the door, and taking a risk. For us, we knew we wanted to bring humor into the mix, and that took the shape of Will Shat. Incorporating legendary actor William Shatner, we played into the punnyness of his name, and tied it into a fiber journey. 

Once we had a concept, it was about more than making and premiering a commercial. The buildup happened weeks beforehand, and required months of strategic planning and ideation. For example, you may have seen a certain pap shot of William Shatner 📸, chowing down on a bowl of Raisin Bran in his car. Coincidence? Definitely not. Our PR team coordinated the viral moment, and created an internet sensation weeks before anyone even knew about the Shatner/RB crossover. 

We continued building pre-kickoff hype by releasing our commercial on the TODAY Show, days before its Sunday release. This gave audiences a sneak peek of the ad while producing online buzz. When the night finally came, we already had built momentum that was further emphasized by the game day hype. In total, through press hits and online coverage, Will Shat earned 18 BILLION impressions (yes you read that right! With a capital B!) 

2. JCP’s True MVPS ❤️

View this post on Instagram

A post shared by VaynerMedia (@vaynermedia)

A successful campaign doesn’t need a primetime spot to make it big or have a major impact. JCPenney proves that. To become a part of the Big Game convo, JCPenney highlighted the true game day MVPs…the Moms! Bringing together Lisa Dawkins, Martha Thomas, and Culetta Beachum, the JCP team treated the moms to a glam session and shopping spree before their sons award ceremony. Not only was the concept true to the JCPenney brand, but it capitalized a major cultural moment by taking over social. 

To pull it off, it was all about speed. While most brands spend months putting together a campaign, JCPenney filmed and produced their hero spot in just 36 hours. Then, they launched a series of social content just four days before kickoff. We helped capture on-the-ground BTS and social content that helped build hype, intrigue, and most importantly, engagement and conversation. 

3. Ulta Beauty Everywhere 💄

View this post on Instagram

A post shared by VaynerMedia (@vaynermedia)

Ulta Beauty showed us how a brand can be (fabulously) seen both on and off the field during the Big Game. Another campaign that set out weeks before the game (are we sensing a pattern here?), we developed a multi-touch point strategy, combining creator and talent partnerships, must-have merch, and real time social content.  

We were also on the scene at their TikTok Clubhouse event, which invited talent and influencers to a glam-ified kickoff party. 

It was all beauty, all the time, and it confirmed Ulta Beauty as the defining beauty voice of game day weekend.

4. The Lumify x GCH Dream Team 👀📸

Weeks before the Big Game, our friends at ChukMedia worked with Lumify to create a three tiered, high-volume social campaign. First, the team coordinated a series of paparazzi shots following football legend Devonta Smith in Lumify-purple suits. After stirring a bit of online intrigue, Lumify put the rumors to rest, revealing Devonta as their latest partner through a witty press conference ad. Following shortly afterwards, phase two consisted of Lumify introducing a second hero video, including WAG stars Anna Hall, Christen Goff, and Mya Danielle. To keep momentum going all the way until game day, the ChukMedia team created over 120+ pieces of social content to surround sound their campaign. 

The idea culminated into one final, big moment during SB weekend. In collaboration with Gallery Club House, the brands teamed up to throw a special event, hosted by Chanen Johnson and Juwan Johnson. Bringing together over 300 athletes and influencers, Lumify and GCH threw the ultimate kickoff party slash wellness retreat. With plenty of eye drops at the ready, as well as a portrait studio and massage spa center, the collab served as a perfect example of how to keep gameday buzz alive, while creating additional social opportunities.

Takeaways 🤔

Five different brands, with Five very different approaches, but each found success by using the football season to their advantage. By implementing social throughout every step of the process, and creating campaigns that lasted before and after the game, we saw our clients define their spaces, and make noise during the biggest weekend of the year.  

So…same time next year? 🏈📣

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

View this post on Instagram

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