This Adweek report highlights a historic milestone for Kellogg’s Raisin Bran: its first-ever appearance in the Big Game. Developed in partnership with VaynerMedia, the campaign marks a bold strategic pivot for the legacy brand, trading traditional messaging for humor-driven creative to connect with modern consumers.
The centerpiece of the campaign is a high-profile spot featuring iconic actor William Shatner. The creative strategy leaned into viral paparazzi moments and social media teasers, including shots of Shatner eating cereal in a car, to build organic hype ahead of the Big Game. The final creative uses a cheeky, space themed visual to address the importance of fiber in a way that is both humorous and nostalgic.
For VaynerMedia, this project showcases our ability to modernize household names through integrated social-first storytelling and daring creative execution. By leaning into the “Shat’s About To Get Real” tagline, we helped Raisin Bran break through the Big Game noise, proving that even the most functional things can be marketed with cultural relevance and wit. This partnership reinforces our commitment to driving growth for iconic brands by meeting audiences where they are—on the biggest stage in advertising.
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. ✨
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.
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.
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!
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!
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! 💜
In a significant move for the branded apparel industry, Custom Ink has named VaynerMedia as its lead media agency. This partnership marks a strategic shift for Custom Ink as it embraces a modern, data-informed media strategy designed to capitalize on today’s “merch renaissance.” By positioning itself at the intersection of identity and community, Custom Ink aims to leverage VaynerMedia’s expertise to deepen its cultural relevance and reach consumers where they are most active.
As lead media agency, VaynerMedia will oversee integrated planning, buying, and measurement across the full marketing funnel, with a heavy emphasis on digital and paid social. VaynerMedia will apply its signature social-first rigor and platform-informed frameworks to streamline customer acquisition and build a more connected media ecosystem.
Custom Ink’s CMO, Phil Auerbach, highlighted that VaynerMedia’s precision in measurement and ability to drive real-time cultural engagement made them the ideal partner for the brand’s next phase of growth.
In its holiday campaign titled “The Nice List,” MiraLAX and VaynerMedia tackled a relatable but often unspoken seasonal woe: the “holiday backup” caused by travel, indulgent meals, and schedule shifts. Recognizing that the festive season can be as taxing on the gut as it is on the calendar, the campaign used humor and cultural relevance to position MiraLAX as an essential holiday travel companion.
The creative centered on the idea that even the best-behaved travelers can find themselves on the “naughty list” of digestive health during December. By leveraging VaynerMedia’s social-first approach, the campaign utilized witty, short-form video content and relatable influencer partnerships to destigmatize constipation. The messaging focused on the “Gut Gap,” the disparity in digestive stress often felt by women, and offered a lighthearted solution to help consumers “stay on the nice list” by prioritizing their wellness.
This work exemplifies VaynerMedia’s ability to take a functional health product and inject it into cultural conversations. By blending strategic consumer insights with irreverent creative, the campaign successfully drove brand awareness and engagement, proving that even “unsexy” categories can win the holiday season through authentic, humor-led storytelling.
In a landmark partnership, The Magnum Ice Cream Company has appointed VaynerMedia Canada as its social creative and production Agency of Record (AOR). This collaboration marks the first time the global ice cream giant—which oversees iconic brands like Magnum, Ben & Jerry’s, and Breyers—has partnered with a dedicated social agency.
As the company transitions into its next phase as a standalone entity, VaynerMedia is tasked with leading culture-led social strategy across its entire portfolio. The agency will be focusing on shifting these brands beyond the traditional frozen dessert category and into everyday snacking occasions. By leveraging a consumer-first approach, VaynerMedia will develop social-first content designed to drive relevance where food, entertainment, and lifestyle trends intersect.
By blending strategic social-first thinking with high-speed production, the partnership aims to accelerate growth and engage consumers more meaningfully worldwide. For VaynerMedia, this win underscores its reputation as the premier partner for brands looking to redefine their digital presence and dominate the modern media landscape.
VaynerMedia has celebrated a significant milestone in the global creative arena with the appointment of Denny Handlin (Executive Creative Director at VaynerMedia Sydney) to the prestigious global jury for The One Show 2026.
Announced by The One Club for Creativity, Handlin is among a select group of nine elite creative leaders from Australia and New Zealand chosen to judge this year’s competition. Specifically, Handlin will serve on the Social Media jury, a category that aligns perfectly with VaynerMedia’s industry-leading expertise in attention-led marketing and social-first storytelling.
The One Show is world-renowned as one of the top three global awards programs for advertising, design, and digital marketing. Being selected for the jury is a testament to VaynerMedia’s creative excellence and Handlin’s leadership in the region. The 2026 jury comprises 230 top-tier creatives from 46 countries, emphasizing the global scale and rigorous standards of the competition.
For VaynerMedia, this appointment highlights our commitment to pushing the boundaries of creativity and our growing influence in the Asia-Pacific market. It reinforces our position as a powerhouse capable of not only delivering results for clients but also defining the highest standards of creative success on the world stage.
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.
In a recent feature by Marketing Dive, VaynerMedia was spotlighted for its pivotal role transforming PepsiCo’s Mug Root Beer into a viral sensation. The article highlights the launch of “Daddy’s Home,” a limited-edition root beer-scented cologne designed to capture the attention of Gen Z holiday shoppers using TikTok Shop.
During a presentation at Advertising Week, VaynerMedia and PepsiCo executives revealed that Mug is now the fastest-growing brand in the root beer category—a success attributed in part to their social-first creative strategy. By leaning into the brand’s bulldog mascot and unhinged digital community, the partnership has successfully converted internet memes into measurable sales growth.
The “Daddy’s Home” campaign utilizes a satirical social video that spoofs high-fashion fragrance ads. Available exclusively as a TikTok Shop bundle, the campaign demonstrates VaynerMedia’s expertise in navigating modern e-commerce and influencer landscapes. This work serves as a prime example of how VaynerMedia helps legacy brands unlock cultural relevance and dominant market share by speaking the native language of social media.
It’s that time of year where the sunsets are at 5 pm, there’s a slight chill in the air (maybe more than slight), and the Q4 deadlines are rapidly approaching.
But, despite that hectic race to the EOY finish line, there’s also the promise of holiday festivities, and, for those who have been at VaynerX a while, it also signifies the start to #VaynerThanks.
What is VaynerThanks, you may ask? Is this another acronym I need to memorize? Not quite! It’s more of a glimpse into the past (over a decade old at this point!) and created by some true Vayner OGs.
Wait, So What is It?
The lore of VaynerThanks goes back to the early days of Vayner and is a tradition we still do as a company today. Employees are encouraged to share a #VaynerThanks to our coworkers, highlighting the special people who we see everyday and make coming to work so special. It’s a moment of reflection, admiration, and most of all, gratitude. And this year, we’re giving a nod to the past by looking back at the lore of what it means to give VaynerThanks.
What Does VaynerThanks Mean to You?
To Tyler Schmitt, VP of Core Relationships, VaynerThanks is more than just a few kind words. It’s a reminder of how Vayner brings people together.
“In a world that is more noisy and bifurcated by the day, VaynerThanks was always a time where you were reminded how together we were, how much impact your co-workers had on your day-to-day life, and how important being part of this company was. And, how every individual really made an impact on the whole of what we were doing.”
Or, for Marcus Krzastek, our VM International President, it became a tradition alongside his usual Thanksgiving plans.
“Every year, one of the highlights in the early days of VM was taking the bus back to my parents for Thanksgiving and dropping in all my VaynerThanks during the ride home. It’s been a great way to reflect on the year and show appreciation for everyone who’s helped and impacted you along the way.”
And here’s some of those VT shoutouts from Marcus’ train ride back home – going as far back as 2012!
Favorite VaynerThanks Memory?
Longtime Vayner employee Nick Dio, VP of Core Relationships, looked back on one of his favorite memories, aka the moment where #VaynerThanks really made it big.
“Back in the day, we used to flood Twitter (now known as X) with #VaynerThanks. Employees would share things that they were grateful for about other employees and one year, we got to the national trending page the day before Thanksgiving.”
See what happens when we all come together? Pretty impressive if you ask me!
In the wise words of Claude Silver, our very own Chief Heart Officer, “recognition doesn’t have to mean huge milestones. It’s about the small, everyday moments that make this place so special.”
In our VaynerThanks Slack channel, there lives hundreds upon thousands of #vaynerthanks messages, dating back to the early 2010’s. Each shoutout is a reminder of those small moments, where we’ve lifted each other up, and given our flowers to the people who make Vayner the community it is today.
A very happy Thanksgiving and #VaynerThanks to all of you for reading! 🦃💌
