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.
