Category: Blog

  • Sometimes consulting is being brave enough to kill your 170-page playbook…

    Sometimes consulting is being brave enough to kill your 170-page playbook…

    We’ve been busy working with a leading property development company in the UK to modernise their marketing strategy. While they’re building amazing leisure destinations in real life, they’ve asked us to help build their brand on social—bringing it up to speed with modern life and putting social at the centre of their marketing efforts.

    Our Initial Marketing Audit

    The foundation of a project like this is always a good old audit. (Okay, we’ll stop with the building puns.) We started by reviewing where the brand sat alongside its competitors, how effective its current marketing was, and where opportunities for improvement were. In our next meeting, we took the client team through our strategy, creative thinking, and examples of what success might look like.

    The feedback? Over 170 pages of insights was way too long. Teams on the client side were getting lost in it—finding it hard to condense into tangible actions, and therefore couldn’t use what we’d shared. We confess, we got a bit carried away with ideas.

    An Actionable Social Framework That Actually Moves the Needle

    But there was a choice to make—about holding ourselves accountable and, ultimately, whether we were driving business results. So, we went back to basics. We audited client teams to find out what the most valuable bits of our initial work were and what was holding people back from using it effectively.

    Armed with new info, we were decisive with our editing and kept only the most valuable, tactical, and applicable content. The final contents included:

    • Our POV on the landscape of modern social
    • Audience cohorts – what they are and how to work with them
    • Social signals  – how they drive relevance and where to find them
    • Content creation tips to maximise attention
    • Amplification and measurement framework to track effectiveness

    Hands-On Implementation and Building a Social-First Culture

    We then got hands-on, helping local teams implement it at scale. Because we don’t build playbooks that sit on the shelf—we build practical solutions that teams can use every single day.

    Part of retraining teams to upskill and put social at the centre of their marketing is teaching. And we love to come in and work closely with people on just that. Now, we’re taking it one step further by placing one of our own strategists into a 3-month secondment with the client—helping to fully embed the handbooks and uncover any operational challenges or skills gaps.

    Adapting for Future Success

    It’s been such a positive experience partnering with a client that truly believes in and invests in a modern approach to marketing. They’re changing traditional boardroom views of social media—and we’re working alongside their marketing team to help make that happen.

    But the real success story here was having the humility to step back, take on feedback, and focus on what was most effective for our client. Our industry is full of agencies wedded to certain ways of doing things—whether that’s consulting, media buying, or the ways we make creative.

    The future of our industry—especially consulting—is about being adaptable and open to change.

  • POSSIBLE 2025 Recap | The Shift to Owned > Earned > Paid

    POSSIBLE 2025 Recap | The Shift to Owned > Earned > Paid

    If your LinkedIn feed looked anything like mine, it was all POSSIBLE, all week. Now in its third year, the conference brought global names to Miami — Martha Stewart, Katie Couric, and of course, Gary Vee.

    Gary showed up with a clear message: the media playbook most marketers are still using is overdue for a rewrite. We’ve entered a new era — Owned > Earned > Paid.

    Today, the most effective brands — including many beloved Vayner clients — are leading with what they own: their channels, their content, their community. When a message hits, it earns attention organically. Only then is it worth amplifying with paid.

    We parked the VaynerX yacht just across from the main stage — a metaphor, perhaps, for how we like to do things. It quickly became a hub for off-the-record conversations about the future of marketing. Safe to say, we’ll be back.

    We Took the Mic and Talked O → E → P

     

    Gary’s keynote pulled no punches. His message was direct: attention isn’t something you can just buy anymore. It has to be earned — through content that’s relevant, timely, and respects how people actually consume media.

    I joined a panel hosted by The Female Quotient alongside Thatiana Diaz, Pedr Howard, and Sheereen Miller-Russell, where we dug into what this looks like in practice. One theme stood out: today’s audiences are building their own content ecosystems — and brands need to bring something valuable to earn a spot inside them.

    Over at Adweek House, our Chief Business Officer Kaylen McNamara explored how cultural context — not just targeting or trends — is what sets breakthrough campaigns apart.

    Breakfast with a POV (and a View)

     

    We kicked off our week with a marketers breakfast co-hosted with Vistar Media — strong coffee, stronger opinions. A few takeaways that stuck:

    • Good content has long legs. With the right distribution strategy, it can spark again and again.
    • OOH and social aren’t separate worlds. When you link creative across both, the impact multiplies.

    Silos slow things down. Real momentum happens when creative, media, and strategy work as one.

    Retail Media, Evolved

     

    Later that day, we shifted to a more intimate conversation — a private leadership lunch with Chase Media Solutions. Lauren Griewski spoke to how Chase is using real transaction data (with care and intention) to power smarter, more relevant campaigns. 

    We kept the conversation going with a special Marketing for the Now episode, recorded live from the yacht. Gary and I welcomed top marketers to share how they’re adapting in real time — and what they’re doing differently in the face of so much change.

    Content, Captured

    You know VaynerX is NOT going to miss a content opportunity… So we partnered with our friends at Shutterstock to capture the week’s moments as they unfolded. From sunrise sessions to sunset panels, they were everywhere, and helped us share the energy in real time (peep the gallery!). We also co-hosted programming throughout the week with Shutterstock’s Chief Enterprise Officer, Aimee Eagan — a true highlight

    CMO Circle: Streaming x Creator Culture

     

    To wrap, we brought together Gary and Tubi’s Chief Revenue Officer Jeff Lucas for a conversation on how streaming and creator culture are converging. From community-built storytelling to new measurement models, the message was clear: the way brands connect with audiences is evolving fast, and on awesome platforms like Tubi.

    We’ll be continuing the conversation in Cannes this June. Want to be part of it? Register here.

  • Inside Bar Tender by Wingstop

    Inside Bar Tender by Wingstop

    If you’re going to introduce a new product, you might as well do it with flavor, energy, and a line around the block.

    To celebrate the launch of their New Crispy Tenders, Wingstop took the bold route. No press conference. No safe little sample table. Instead, they dropped ‘Bar Tender by Wingstop,’ a two-night-only pop-up in NYC where fans, creators, and flavor lovers could quite literally get (their chicken tenders) sauced.

    Bar Tender by Wingstop reimagined the popular Jolene Sound Room in Brooklyn for a tasting experience through the lens of “flavor mixology.” Guests were invited to enjoy all 12 of Wingstop’s iconic flavors, and mix & match to their heart’s content.

    This pop-up was Wingstop’s universe brought to life: bold, flavorful, unapologetic, and full of moments built for the feed.

    The Flavor Offering

    The Sauce & Toss Bar was the heart of the experience. Fans got a taste of chef-made sauced, tossed, and remixed tenders in any way they wanted—guided by Flavor Flight Cards that served as their roadmap (and eventually, a stickered-up receipt of flavor bragging rights). You try Mango Habanero, you get a sticker. Hit 12/12? That’s flavor hall-of-fame status.

    Content ON LOCK


    The Mukbang Station was a crowd favorite, and not just for the influencers. Guests pulled up, got in front of the camera, and filmed their own tender-tasting videos. It leaned into how people already engage with the brand on social—mukbang-style content, big bites, bold reactions—and gave them a ready-made set to go all in.

    For the Real Ones

    Bar Tender by Wingstop was designed for Wingstop’s core consumer. The one who shows up for the bold, the extra, the indulgent. This is a fanbase that doesn’t just eat; they curate, remix, and celebrate their food. Bar Tender by Wingstop gave them a space to do all of that IRL.

    And it worked.

    • 3,000+ people pre-registered within a few hours
    • 2M+ impressions across Wingstop’s Instagram
    • A collab with @fuckjerry delivered +534% more impressions than average content
    • Lines wrapped around two city blocks both nights

    Tastes Better in Person

    The brand showed up best in real life. This wasn’t a campaign you could fully understand in a recap—it had to be felt, tasted, experienced. And people showed up for it.

    Bar Tender by Wingstop wasn’t just a celebration of New Crispy Tenders—it was a full-on flavor universe. An invitation to play. A reminder that food can be content, culture, and community all at once.

    And most importantly—it’s a model for how Wingstop continues to ladder flavor into fandom.

  • How Gary Vaynerchuk Shook Up Advertising Week Europe: 5 Key Takeaways for Marketers

    How Gary Vaynerchuk Shook Up Advertising Week Europe: 5 Key Takeaways for Marketers

    “You cannot be emotionally attached to any distribution channel in marketing.”

     

    That was one of Gary’s key messages at Advertising Week Europe—and it perfectly summed up the platform agnostic marketing strategy he’s been pushing for years.

    The spring sunshine lit up 180 Strand, and the place was buzzing with energy and top-tier speakers. In just a few hours, I sat in on Gary’s exclusive masterclass, his CMO Now interview with CNBC, and his keynote with Advertising Week President Ruth Mortimer.

    Here are the five moments that stood out most.

    I don’t think anyone expected an OG influencer and content creator to say, “I don’t put social media on a pedestal.” But here’s the thing: social media is where people are spending most of their time and attention. So, as marketers, we need to meet them where they are. It’s the richest source of insights you’ll find—on your brand, your content, and your campaigns.

    Until that shifts, social is where we need to be. The real key isn’t getting emotionally attached to the platform itself—it’s being emotionally invested in getting the best return on your time and money there.

    If £1million adspend was our own, family money, we wouldn’t spend it the way a traditional advertising agency does.

     

    I wish more marketers would embrace this mindset. Yes, the craft of advertising is valuable and should be treated with care, expertise, and respect. The people behind the work deserve to be paid well for their brilliant ideas.

    But it’s all about being consumer-centric and smart with where we invest. The old ways of reaching people—TV, OOH, and print—can still work for some brands. Our reality is that a single organic social post, sometimes not even from the brand itself, does more for product sales than traditional advertising in a matter of days. And this happens every week.

    Missed Advertising Week Europe? Check out our full recap.

    “If you post on social and you get 16 views, you f****** suck!”

     

    Gary’s blunt humor got a laugh, but the point couldn’t be clearer. The truth is, social media is the best platform for getting real-time feedback on your creative. If people like what you’re posting, they’ll engage with it—likes, comments, shares. That’s how you know if your content is working.

    The real magic is when something performs, you can put your media spend behind it and watch it thrive. No more guessing or gambling on something untested. You just tweak, adjust, and optimize until you’ve got something that works.

    The tried and true principles of marketing still exist 

    Learning how to do some things in a new way doesn’t mean we have to throw out everything. The fundamentals of relevance, consideration, product, and price are all still hugely important.

    The difference now is that with social media, we can measure and track relevance in real-time. If something’s working, you double down. Social can provide so much information for you to use. But it doesn’t mean it’s the only thing you need to nail to make a sale. 

    It’s a really exciting time to be in our industry – and we should be proud of it

     

    Not long ago, ideas like the “attention economy” or “creating at the speed of culture” felt new. Last week, I watched senior leaders from banks, startups, and the platforms themselves speak as if those ideas were now central to how brands grow.

    There’s still work to do before social truly sits at the center of every marketing strategy—but it’s clear that more CMOs are waking up to its value. 

    We hear a lot about creative talent leaving the industry, or that the work isn’t what it used to be. But what I saw at Advertising Week Europe was different: a room full of passionate, sharp, and forward-thinking people who care deeply about the future of marketing.

    So instead of dwelling on what’s lost, I’m choosing to be energized by what’s next. Because if last week proved anything, it’s that this industry still has plenty of spark—and we should be proud to be part of it.

  • How MiraLAX Made March Madness about #2

    How MiraLAX Made March Madness about #2

    Some brands play it safe. MiraLAX plays to win. 

    This March Madness, the brand took a bold and unexpected approach to launch MiraFAST, its new fast-acting constipation relief product. The strategy was to partner with #2 players in the NCAA Women’s Sweet 16 for a lighthearted yet impactful sponsorship of #2 players in the NCAA Women’s Sweet 16, proving that staying on top of #2 helps you stay #1.

    Turning Tummy Troubles into Game-Day Wins

    Digestive issues can derail even the best athletes, and social data showed they’re talking about it more than you’d think. That insight sparked the campaign’s big idea: celebrate the #2s—both on the court and off—by partnering with standout players like KK Arnold (UConn), Vanessa de Jesus (Duke), Ruby Whitehorn (Tennessee), and Grace Townsend (UNC). The result was a campaign that turned an everyday problem into an unexpected sports moment.

    Bringing the Heat on Social

    MiraLAX, Bayer, VaynerMedia, and VaynerSports teamed up to craft a campaign that thrived on social media. TikTok and Instagram Reels became the primary playing fields, where short-form, high-energy content showcased athlete partnerships, product benefits, and game-day gut check moments. A mix of humor-driven creative and performance-driven messaging made the content both relatable and shareable.

    Fans (and Athletes) Ate It Up

    The response was immediate. Fans loved the humor, athletes embraced the real talk about digestive health, and engagement outpaced expectations. The combination of sports culture, a universal human truth, and the perfect dose of irreverence made this campaign stand out in a sea of March Madness marketing.

    How to Win With a Wild Idea

    MiraLAX’s campaign proves that even regulated categories can tap into cultural moments in fresh ways. By leaning into humor, smart athlete partnerships, and a social-first approach, the brand found a way to make gut care a winning conversation during one of the biggest sporting events of the year.

    Keeping the Momentum Rolling

    With the success of this activation, MiraLAX is already exploring new ways to bring digestive health into more unexpected spaces. Because if there’s one thing this campaign proved—it pays to embrace #2.

    See what Sports Illustrated Had To Say About It!

    Read the article

    Catch what Adweek is saying about the campaign.

    Read the article
  • Muslim Voices in Marketing & Media: A Reality Check

    Muslim Voices in Marketing & Media: A Reality Check

    During Ramadan, a month of reflection and community, it’s vital to move beyond performative gestures. That’s why I put together ‘Muslim Voices in Marketing & Media,’ a candid conversation about the realities of Muslim representation. This panel, featuring industry trailblazers, wasn’t just another discussion—it was a much-needed reality check, exposing the surface-level marketing that often misses the mark. 

    Last night’s Iftar and panel featured:

    The conversation doubled down on some hard truths: marketing aimed at Muslim audiences feels performative and driven by commercial motives. So we created a safe space for honest dialogues, a space where we could redefine what authentic engagement looks like in our industry and, frankly, call out the BS.

    Key Takeaways: Beyond Ramadan Campaigns

    Here’s what we learned:

    • Ramadan is Not Just a Marketing Holiday: Brands, stop treating Ramadan as a mere sales opportunity. It’s about community, not consumption. Support grassroots initiatives instead of just pushing products.
    • Year-Round Engagement Matters: Muslim consumers are savvy. They see through performative gestures. Show up all year, not just during Ramadan.
    • Diversity Behind the Scenes: True representation starts in your teams. If there are no Muslims in your creative departments, boardrooms, or decision-making spaces, your efforts will always ring hollow.
    • Ethical Marketing is Non-Negotiable: Saffana Monajed nailed it: “If your supply chain is garbage, consumers will sniff it out.” Ethical practices aren’t a trend; they’re a responsibility.
    • Muslims Are Not a Niche: With over $3 trillion in global spending power, brands need to look beyond seasonal campaigns. Long-term engagement is key.

    As Kostie Kontorravdis put it, “Far too many panels feel like an echo chamber of similar opinions. But yesterday’s panel was full of hard truths, conflicting opinions, personal stories, debunked myths, and beautifully insightful learnings about a massively underrepresented community.”

    A Buzzing Q&A and Empowering Conversations

    The energy in the room was electric. The panelists’ contributions sparked incredible conversations, with the audience chiming in at every opportunity. The Q&A session was a true highlight, buzzing with insightful back-and-forth discussion from a super engaged audience. It was amazing to see the impact of hosting a safe space where Muslim voices felt empowered to share their honest thoughts and opinions—something we desperately need more of in our industry.

    It’s clear: we need more Muslims at the table, not just during Ramadan, but year-round. This event was a step towards building a more inclusive industry, reflecting the very essence of DEI that we champion, and ensuring that the values of community and authentic representation, especially highlighted during Ramadan, continue to drive our efforts.

    —Masuma Ali, Creative Strategist and VaynerMuslims Co-Lead, VaynerMedia EMEA

    ramadan muslim marketing
  • Mom, Leader, Heart: A Q&A with Claude Silver

    Mom, Leader, Heart: A Q&A with Claude Silver

    At VaynerX, empathy and leadership go hand in hand—and no one embodies that more than Claude Silver, our Chief Heart Officer. Recently, Claude was recognized as a She Runs It Working Mother of the Year in the New to Motherhood category, celebrating her ability to navigate both career and parenthood with heart and authenticity.

    We sat down with Claude to talk about what this award means to her, the realities of balancing work and family, and how VaynerX continues to support working parents.

    Congratulations on your She Runs It Working Mother of the Year award! What does this recognition mean to you personally and professionally?

     

    Claude: Thank you so much! Being recognized with the She Runs It Working Mother of the Year award is truly humbling. Personally, it feels like a huge affirmation that the effort I put into balancing my family and career is not only seen but celebrated. As a working mom, the juggle can sometimes feel like an endless battle, so to be acknowledged for it is a powerful reminder that every sacrifice, every late-night, every moment of self-doubt, is worth it.

    Professionally, it’s a reflection of the incredible support I’ve had from my team, my colleagues, and Vayner’s culture, which encourages me to bring my whole self to work. This award is not just about me—it’s about the environment that allows me to thrive as a mother and a leader. It validates that blending professional success with personal fulfillment is possible, and it fuels my commitment to continue paving the way for others to do the same. It’s a reminder that we can all push the boundaries of what we’re capable of—without having to sacrifice who we are or what we care about most.

    As a new mother, what has been the most surprising thing about balancing your career and motherhood?

     

    Claude: As a new mother, what has surprised me the most about balancing my career and motherhood is how much I’ve had to completely toss out the idea of “perfect balance” and embrace the beautiful chaos! It’s not about splitting my time evenly or checking every box—it’s about flowing with whatever demands are in front of me that day. Some days work is the priority, other days it’s family. I’ve had to learn how to stay present—really present—whether I’m leading a team or chasing after my little ones. 

    What I didn’t expect was how much this constant juggling would teach me about flexibility, being okay with imperfection, and trusting myself to navigate it all without getting bogged down. It’s messy, it’s real, but it’s the most exhilarating challenge I’ve ever taken on!

    VaynerX has a reputation for its flexible and people-first culture. How has that shaped your experience as a working mom?

     

    Claude: Vayner’s flexible, people-first culture has been a lifeline for me, especially as a working mom.  I believe it all comes down to having the space to be human. 

    There’s an understanding that I’m allowed to be present both at work and at home without having to be perfect or wear a mask. This is something we try to share with each and every person who walks through our door; however, it’s much easier felt than seen…

    The environment gives me the grace to grow, stumble, and get back up again, without sacrificing who I am or the people I love. It’s about aligning my choices with my values, both as a parent and a professional, and knowing that I can do my best work without losing sight of what matters most. 

    The culture here doesn’t just support me; it accelerates me. It’s about making real connections, fostering trust, and ultimately creating an environment where I can keep moving forward, with the flexibility to be the person I need to be in all areas of my life.

    As Vayner’s Chief Heart Officer, how do you balance your commitment to nurturing the people at VaynerX with the demands of being a new mom/parent?

     

    Claude: Holding the titles of “Chief Heart Officer” and “Mommy” has taught me how to master the art of patience, time management, and resilience—skills that are essential in both roles.

    I manage the delicate dance between my professional life and motherhood by honoring my time. I carve out the space to show up for my employees, while carefully protecting time before and after work for my children. 

    It’s not always simple, and there are many days where I find myself a bit off-kilter. The key for me is not getting down on myself, because that only works against my goal of being kind, compassionate, and aware of myself and what I’m able to do. 

    I remind myself that it’s okay to struggle, it’s okay to ask for help, (not always easy for me!) and it’s okay to be human. This is a lesson I’ve learned through motherhood, and it’s something I bring with me to VaynerX every day,  and share with everyone.

    Can you share a specific moment when your role as a mom and your role at Vayner intersected in a meaningful way?

     

    Claude: Every day, the lines blur. Mom mode. Work mode. Sometimes both at the exact same time.

    Like the day my 3-year-old was home sick, wrapped around me like a koala, determined to type on my keyboard while I tried to sound professional on a video call. Mute button on. Mute button off. Meanwhile, my 6-year-old was in the background, rapid-firing “Mommy, I wanna watch a show on your phone” over and over again—like a very persistent executive who would not take “later” for an answer.

    Guilt? Oh yeah, plenty of it. Was I doing enough for them? Was I letting my team down? But then I remembered—this is the job. Both jobs, actually. Some days, I’m negotiating deals while prying tiny fingers off my laptop. Other days, I’m deep in work while they build epic pillow forts.

    And that’s okay. They don’t need perfect. They need present. They see me working hard, loving hard, and doing my best. And if I ever forget that, my 6-year-old is happy to remind me—usually in the middle of a meeting.

    What advice would you give to working mothers, especially those new to motherhood, who are navigating the pressures of career and family?

     

    Claude: To all the working mothers/parents out there, especially those who are new to the journey—here’s my best advice: Don’t strive for perfection; strive for progress. There is no one-size-fits-all solution, and the pressure to “do it all” can feel overwhelming. You’ll have days when you’re killing it at work, and days when you feel like you’re barely keeping it together at home. That’s normal! 

    Be kind to yourself and embrace the mess. What you’ll learn quickly is that you’re more capable than you think, but also, it’s okay to ask for help and lean on your support system. Your well-being is just as important as your career and family. Take the time to recharge when you need to—whether that’s a quiet moment or simply acknowledging that you don’t have to be “on” 24/7. The key is being present and intentional, wherever you are.

    And here’s the real kicker—being a new parent will make you question everything you’ve ever known about your own self-awareness and how you regulate your emotions. It’s almost comical some days. There are moments when I feel like I’m on the verge of throwing my own tantrum, just because it’s all so new, and there’s no playbook to guide you through it. Of course, your friends and other parents will give you advice, but there’s nothing quite like being in your own skin and realizing that you’re fully responsible for this beautiful little creature. It’s a wild ride, and sometimes the only thing you can do is laugh and keep moving forward—because you’ve got this, even when you don’t feel like you do!

    How does VaynerX support working parents, and what initiatives do you think have been most impactful in making the workplace more inclusive for parents?

     

    Claude: VaynerX goes above and beyond to support working parents, and I’m incredibly grateful for it. The culture here is built on flexibility and understanding, which is essential for parents who are trying to juggle both career and family. Flexibility and understanding mean that there’s a deep respect for the fact that life doesn’t always happen between 9 and 5. But more than that, it’s the intentionality behind the support—Vayner doesn’t just give you the space to be a parent, it encourages you to show up as a full person, with all the complexities that come with being a working parent.

    Some of the most impactful initiatives have been the family leave policies, which are not just about time off but about making sure employees feel supported and valued during life’s biggest transitions. There’s also a strong focus on mental health and well-being, which is critical to all employees, especially parents & caregivers who are balancing multiple roles. The team’s commitment to fostering a culture of open communication and flexibility really helps in reducing the pressures that often come with parenthood, giving parents the tools they need to thrive professionally without sacrificing family time.

    What’s really powerful is the leadership’s continuous focus on making the workplace more inclusive for parents—whether it’s through mentorship, supporting growth opportunities, or advocating for flexible policies. It’s clear that the culture at VaynerX truly values working parents and works to create an environment where we can excel in both our professional and personal lives.

    Looking ahead, how do you envision continuing to grow in both your career and as a mother, and how do you see your role at Vayner evolving as your family grows?

     

    Claude: Looking ahead, I’m all about growth—both in my career and as a mom—and I’m ready for the ride! I already have two young daughters, and while our family won’t be expanding (no more little ones on the way!), I see my role at Vayner evolving as my kids grow older. As they get more independent, I’m excited to lean into the new stages of motherhood and keep growing as a professional. My career is about harnessing the lessons I learn every day from being a mother: patience, resilience, adaptability, and the ability to let go of control. I see myself leaning into the chaos more—embracing the fact that the more unpredictable life gets, the more exciting it is!

    I want to keep pushing myself to be an even stronger leader, one who leads with empathy, awareness, and flexibility. I also see Vayner as a place where I can bring those lessons back—continuing to lead with heart, inspire others to bring their full selves to work, and create an environment where we all grow, personally and professionally. As my daughters grow older, I’m learning to trust that everything doesn’t need to be done yesterday, and I’m giving myself the space to lead in my own rhythm—slowly, steadily, but with a whole lot of fire. The balance is always shifting, but I’m not trying to find perfection—I’m aiming for impact. And let me tell you, I’m fired up for what’s next!

    Lastly, as someone who leads with empathy, how do you think we can continue to improve work-life balance for all parents, especially those in the early stages of parenthood?

     

    Claude: I believe there will always be innovative ways to better support parents through those early, sleep-deprived, and all-consuming stages of parenthood. It’s a time that changes you, stretching you in ways you never expected. And as a company, we have the opportunity (and responsibility) to make that experience easier.

    The truth is, work and life were never meant to be at odds. Parenthood doesn’t make someone less ambitious or less capable—it makes them more. More resilient, more efficient, more deeply connected to what matters. And when we create a workplace that truly supports that reality, everyone benefits.

    We already know what works: real flexibility, meaningful parental leave, child care support, and a culture that doesn’t just allow people to take the time they need but genuinely encourages it. Companies that embrace this aren’t just doing the right thing; they’re building teams that are stronger, more engaged, and more innovative—just like we’re doing here at VaynerX.

    How do we build a world where both can thrive together is the real question. This isn’t about making room for parents—it’s about reimagining work in a way that works for everyone. And I’m excited for us to continue leading the way.

    people and experience team
  • Twisties, TikTok, and a Tasty Victory

    Twisties, TikTok, and a Tasty Victory

    Well, we did it. The Twisties Great Flavour Debate (aka Chicken vs Cheese) just took home the award for Greatest Creative Campaign at the TikTok Awards. We couldn’t be happier that a 75-year-old snack sparked the most passionate national debate of the year. After all, what’s more Australian than arguing over chips?

    The Brief: Get people twisted about Twisties again

     

    Twisties has been around forever, but by 2024, the brand was starting to feel a little… stale. Sales were slowing, younger Aussies weren’t as engaged, and in a time of political chaos and serious news cycles, people were looking for a break.

    Given that we’d grown up with the tagline of life’s pretty straight without Twisties, we saw an opportunity to do what Twisties does best by making life a bit twisted again. What better way to do that than by turning the age-old Chicken vs. Cheese recess rivalry into an all-out election, complete with celebrity candidates, impassioned debates, a campaign trail and a full-fledged voting system?

    The Idea: The Great Flavour Debate

     

    With 2024 shaping up to be the year of elections, we leaned all the way in. We started with chaos, announcing the launch of a hybrid ‘Chickeese’ flavour, sending Chicken and Cheese loyalists into a doom spiral. Then we gave Aussies a way to fight back with an official vote to decide, once and for all, which flavour would reign supreme.

    Given that no election is complete without political heavyweights, we enlisted croc-wrangling legend Robert Irwin on Team Chicken, and popstar G Flip on Team Cheese. They rallied the troops, debated on social, and duetted, stitched, and memed their way through the campaign.

    The Execution: A full-scale political movement, but snacks

     

    We ran the campaign like a real election, rolling it out in three phases:

    1. The Crisis: Launching Chickeese and letting the outrage build.
    2. The Campaign: Robert Irwin and G Flip went all in, with influencers, media partners, and even vox-pop creators bringing the debate to the streets.
    3. The Vote: We wrapped it up with a massive ‘Democracy Twistie’ activation at Bondi, where Aussies could cast their votes IRL.

    Our Great Debate content went live across TikTok, Meta, and YouTube before spilling onto the streets with a massive OOH play. An iconic Sydney tram was wrapped double, and our cities were plastered with campaign posters that evolved into ‘vandalized’ art throughout the campaign. Whether you were scrolling your feed, riding the bus, or watching TV, we made sure you couldn’t escape the question: Are you Team Chicken or Team Cheese?

    The Results: These numbers don’t lie

     

    Quite simply, the campaign sent Aussies feral: 

    • 702 million earned media impressions (67% above target)
    • 132 million campaign impressions
    • +21.8 point lift in ad recall (6.7x the category norm)
    • +19.2% sales uplift (the real winner here: Twisties)

    And perhaps the best metric of all? A comment that summed up the whole thing perfectly, “This is the only election that’s ever made me smile.”

    Ready to create a campaign that gets the whole country talking? Let’s talk.

  • Ads, Activations, and All the Action from VaynerMedia at Super Bowl LIX

    Ads, Activations, and All the Action from VaynerMedia at Super Bowl LIX

    Another year, another Super Bowl in our books. 

    And another opportunity to make an impact. This year, we showed up and showed out for the big game in New Orleans, bringing our total Super Bowl ad count to 14 and activating across a dozen brand experiences. 

    VaynerMedia is Back in the Big Game 

     

    VaynerMedia helped Duracell launch their first-ever Super Bowl spot, showing consumers what it means to be “Built Different.”  To drum up excitement and keep an element of surprise, we made the strategic decision to keep the spot under wraps until the Big Game. 

    In addition to Duracell, VaynerMedia we also created a fast-paced  :15 spot for Tubi’s latest series “The Z-Suite.” Designed with Gen Z in mind, the ad incorporated social media-inspired elements to resonate with the younger audience and capture consumers attention during the Big Game.

    Activating Around the Super Bowl

     

    But our involvement went far beyond just the commercials. We captured on-the-ground content and engaged with audiences in real-time to reinforce our belief that the Super Bowl is about much more than the game. From content capture to real-time engagement, we helped brands create meaningful moments throughout the weekend. 

    Here are a few of our favorite examples:

    • Crown Royal: Real-time content for the the Crown Royal station
    • Ulta Beauty and Zapps hosted “For The W” Clubhouse with Gallery Media Group to celebrate the incredible women who make every weekend memorable
    • From the kitchen that brought the viral Hummurkey, we introduce the Sabra Ball—a football made of hummus (which garnered over 280k views!) 

    These activations not only captured attention but also fostered engagement that lasted long after the game ended.

    Is it Really Worth $8 Million? 

     

    We believe Super Bowl ads are still underpriced (even at $8M), and the smartest brands don’t just buy airtime; they extend their presence across social, events, and influencer activations. The Super Bowl is about building brand moments that extend before, during, and after the game. This year, we proved once again that VaynerMedia knows how to play at every level.

  • Winning the Super Bowl: Brand Playbook 2025

    Winning the Super Bowl: Brand Playbook 2025

    The Super Bowl is a cultural moment, a social media battlefield, and a brand-building opportunity like no other. At VaynerMedia, we see this moment as much bigger than a single 30-second spot. Here’s our take on the trends shaping this year’s Super Bowl marketing landscape and how brands can maximize their impact.

    Social Media Is the Real MVP (If You Actually Understand the Platforms)

    More than ever, social media is the engine that drives Super Bowl buzz. Even brands without a national TV spot can make a splash by showing up creatively in real time. With a single piece of social creative capable of racking up millions of views, we’re seeing brands embrace “surround sound” strategies—leveraging social to amplify their message far beyond the game itself.

    With the looming uncertainty around TikTok, expect brands to diversify their channel strategies. YouTube, Snapchat, Instagram, and even X (formerly Twitter) will all play a bigger role in the conversation. The smartest brands will be platform-agnostic, creating native, platform-specific content that thrives in multiple digital spaces. 

    Rethinking the Celebrity Playbook

    For years, brands have treated celebrity endorsements as a guaranteed win. But in today’s landscape, it’s more about how they drive conversation beyond the spot itself rather than who you feature.

    We’re seeing brands leverage a mix of big names and emerging creators to reach different audiences at different altitudes. The best executions will blend mass appeal with the influence and cultural relevance of social-first talent.

    Real-Time Reactions Are Non-Negotiable

    The best Super Bowl strategies unfold in real time. The brands that win the night will be the ones that listen, react, and participate in the cultural conversation as it happens.

    Community management needs to be thought of as creative. It’s about showing up in a way that adds to the moment. Clever, well-timed comments from verified accounts can be just as impactful as a well-produced ad. Brands that embrace “commenting as creative” will find themselves at the center of the action.

    Is a $7M Super Bowl Spot Still Worth It?

    At VaynerMedia, we believe the Super Bowl is still the best media deal in town—if you get the creative right. The brands that will see the biggest return are the ones that build their campaign with proven social insights in mind.

    A great Super Bowl ad doesn’t exist in a vacuum. It’s a launchpad for a much bigger, multi-channel execution. Brands that validate ideas through social, create content that’s built to travel, and optimize for different formats will see the biggest payoff.

    The Post-Game Playbook

    Winning the night is one thing—winning the days after is another. Too many brands plan their post-game strategy in a vacuum instead of using real-time data to guide their next moves.

    The key is identifying the broader themes that resonate with audiences, not just the obvious viral moments. What did different consumer segments engage with? What conversations took off that your brand can build on? Super Bowl Sunday is just the beginning—smart brands will use it as a listening moment to inform their next wave of content.

    Gen Z Is Watching—But Differently

    Younger audiences aren’t experiencing the Super Bowl the way past generations did. They’re multi-screening, engaging with second-screen content, and consuming commentary from their favorite creators in real time. YouTube, in particular, has become their version of television, and watch parties and reaction content are just as important as the ads themselves.

    Brands that embrace this shift—by creating content designed for these secondary viewing experiences—will find new ways to connect with younger audiences.

    Extending the Moment Beyond Game Day

    One of the biggest mistakes brands make is forcing an extension plan that doesn’t align with how consumers actually respond. Instead of sticking rigidly to a predetermined playbook, brands need to be flexible and amplify what actually worked.

    That might mean leaning into a short-form cutdown that took off on YouTube Shorts instead of the full-length spot. Or maybe a meme, a reaction video, or a behind-the-scenes clip becomes the real cultural moment. Super Bowl marketing should be about sustaining relevance in creative, unexpected ways.

    The Future of Super Bowl Marketing

    The Super Bowl is still the biggest stage in advertising, but the game has changed. The best brands will show up everywhere consumers are paying attention, with content that’s built to move, spark conversation, and drive impact long after the final whistle.

    At VaynerMedia, we believe in a modern approach to Super Bowl marketing—one that blends creativity, agility, and a deep understanding of digital culture. And if this year’s game is any indication, the brands that embrace that mindset will be the ones that truly win the night.