Tag: VM

Eleven years at one company, on 11/11? That’s a milestone that feels both cosmic and fitting.

For Tyler Schmitt, VaynerMedia has been more than a workplace—it’s been home for over a third of his life. Now, as VP of Core Relationships, Tyler has witnessed it all—from the scrappy early days of social media to the transformative AI revolution. I sat down with him to explore the lessons he’s learned from over a decade of building connections, pushing boundaries, and finding growth in moments of failure.

Here are his 11 candid lessons that might just change the way you think about your career:

Change is the Only Constant

Me: “Tyler, what’s been your biggest takeaway from 11 years here?”  

Tyler: “The only thing that’s been true over the years is that change is inevitable. When I started, social media was exploding. Then came mobile-first content, and now it’s AI. Each shift has fundamentally changed the way we operate. I remember when Gary would tell us about the shift from linear content to digital—now it’s about what tools like ChatGPT or other AI systems can do for content creation. Pandora’s box is open, and we’re not going backward.”

Patience is a Virtue

Me: “What’s something you’re still working on?”  

Tyler: “Patience, for sure. Everyone wants things to happen yesterday, but impactful things take time. I think back to the early days of projects like Gary’s K-Swiss partnership. It wasn’t an overnight success—it took months of collaboration, building trust with stakeholders, and figuring out the manufacturing cycle. Patience lets you see those projects through to the end.”

Who You Work with Matters More Than What You Work On

Me: “Any early career moments that stand out?”  

Tyler: “The K-Swiss partnership was a defining moment. I was managing Gary’s schedule, while Andy Krainak was handling distribution and D-Rock was all over creative. We were this scrappy, tight-knit team managing everything from shoe colorways to the global rollout strategy. That experience solidified my belief: the people you work with are everything. The bond we formed made the work more meaningful.”

Balance is an Ongoing Challenge

Me: “What’s been the toughest part of your career here?”  

Tyler: “It’s finding balance. Gary often says, ‘To be selfless, you need to be selfish,’ and that’s a lesson I’ve lived firsthand. You can pour yourself into work, give everything to your team, but at some point, you have to step back and fill your own cup. It’s a constant ebb and flow—especially during the pandemic when mental health took center stage. Finding that equilibrium is always a work in progress.”

Trust is the Foundation of Leadership

Me: “What’s your biggest leadership lesson?”  

Tyler: “Trust first, empower second. Gary taught me that the best leaders don’t micromanage—they create opportunities and then let their teams run with them. As a leader, I try to ‘bake more cookies,’ so to speak. If someone wants a chance to shine, I give them the tools to succeed and then back them, even if they fail. People don’t forget leaders who trust them.”  

Do the Thing

Me: “How has your approach to creativity evolved?”  

Tyler: “The only way to innovate is by actually doing. It’s easy to talk about ideas, but until you execute, they’re just theories. Whether it’s launching car talk podcasts or testing AI in content creation, you learn by getting your hands dirty. For example, watching Nick Miaritis create viral content himself—while running a massive portfolio—shows me the value of staying connected to the work.”

Show Up and Stand Out

Me: “What advice would you give to someone starting here today?”  

Tyler: “Be in the office as much as possible. When you’re present, you absorb so much—culture, collaboration, and those organic moments that lead to new opportunities. I spent my early days saying yes to everything. That habit of showing up, staying late, and being around for unexpected moments gave me a different level of exposure. You can’t replicate that through Slack or email.”

Say Yes to Random Opportunities

Me: “What advice would you give to someone starting here today?”  

Tyler: “Be in the office as much as possible. When you’re present, you absorb so much—culture, collaboration, and those organic moments that lead to new opportunities. I spent my early days saying yes to everything. That habit of showing up, staying late, and being around for unexpected moments gave me a different level of exposure. You can’t replicate that through Slack or email.”

Seek Discomfort

Me: “How do you push yourself to grow?”  

Tyler: “In my first year, I would journal every morning, reminding myself to do something uncomfortable. Whether it was introducing myself to a stranger in the office or sending a bold email, I wanted to build the muscle of seeking discomfort. Growth doesn’t come from staying in your comfort zone—it comes from pushing boundaries.”

Go Harder

Me: “What would you tell your younger self?”  

Tyler: “I’d tell myself to go even harder. Say yes to more projects. Post more content. Stay an extra 30 minutes at the happy hour. I’ve always tried to squeeze every ounce out of every opportunity, but looking back, I’d tell myself to push even further. There’s always more to give.”

The Magic is in the Non-Transactional

Me: “What’s the secret sauce of Vayner?”  

Tyler: “It’s not just a job. If you want this to be a transformative experience, you have to lean in beyond the transactional stuff. Show up for more than just the paycheck. Build relationships, connect the dots, and contribute in ways that aren’t on your job description. That’s where the magic happens.”

Ready to Start Your Journey?

Inspired by Tyler’s story? Explore opportunities to grow your career with us. 

You’re missing out on a massive opportunity for your brand. I’m Sean Walsh from VaynerMedia and I’m here to tell you that organic social must be at the heart of your marketing strategy. At a recent live event, I walked global marketers through the untapped potential of organic social and why it’s poised to be the most crucial part of your marketing mix in 2024 and beyond.

In a world where consumers are bombarded with ads and content, brands are struggling to stand out. But what if there was a secret weapon that could redefine your marketing strategy and drive real results? Welcome to the transformative power of organic social media.

Watch the live event:

From Follower Counts to Content Relevance

The game has changed. Now, 95% of views are driven by algorithmic recommendations, not follower numbers. This means your brand’s success hinges on creating content that is truly relevant and engaging to your audience—whether they follow you or not. Creativity has become the new currency in this content-driven world.

Social Media: The World’s Largest Focus Group

Social platforms have evolved into the most agile insights engine available to brands. With daily data-driven feedback, you can fine-tune your messages, understand audience preferences, and even make real-time product decisions. It’s like having the world’s largest focus group at your fingertips, enabling you to stay ahead of the curve.

Organic Social: The New TVC

Imagine being able to reach and impact millions of consumers with a single organic post—for free. That’s the power of organic social. Many Vayner partners, including Opendoor, have used this to their advantage, tapping into the viral potential of social content to drive real business impact. It’s time to treat your organic social assets as the new TVCs.

Amplifying Paid Media with Organic Insights

When your top-performing organic content builds brand equity, it can also supercharge your paid media efforts. Algorithms reward relevance, making your campaigns more efficient and effective. In fact, creative quality alone can account for over 50% of ad outcomes. By leading with what works organically, you can unlock unparalleled paid media performance.

The Future is Organic

Brands that prioritize organic social, invest in dedicated teams, and adjust their media mix accordingly are the ones pulling ahead. Organic social is moving from the sidelines to the center of brand strategy, and it’s only gaining momentum.

Like what you’re reading? Let’s chat. Connect with us here.

Duracell is flipping the script on battery advertising this holiday season with the launch of the “Duracell Scientist,” a character designed to embody the brand’s core attributes: power, intelligence, and the idea of being “Built Different.” In collaboration with VaynerMedia, this campaign aims to educate consumers about Duracell’s unique Power Boost formula while injecting some powerful fun into a low-engagement category.

Why a Scientist?

The “Duracell Scientist” was born from the realization that consumers often overlook the science behind batteries. We needed a spokesperson who could connect with people on this level—someone who’s powerful and relatable. This character not only demonstrates our commitment to quality but also brings a sense of humor to a dry subject.  He’s a ripped man of science and he’s here to make sure you don’t make poor battery choices.

Goals that Matter

This campaign isn’t just about having fun; it’s about making a statement. Our main objectives are:

• Show consumers that not all batteries are created equal.
• Highlight the difference of choosing Duracell with its exclusive Power Boost ingredients.

A Full-Throttle Approach

We rolled out a comprehensive 360-degree campaign, using TV, social media, live events, and audio platforms. The Duracell Scientist will be making appearances at major events like Formula One races and Inter Miami games, making him a familiar face in exciting settings.  Luckily his face is one you’ll want to see.

Future Forward

Looking ahead, we envision the Duracell Scientist as a long-term spokesperson. With plenty of stories to tell—like helping families during storm preparations or educating kids about battery safety—he’ll continue to engage audiences in creative ways.  Wherever someone is about to make a poor battery choice he’ll be there, ready to help, educate and lift anything that might be getting in your way.

Key Takeaways

One major lesson from this campaign? Casting is crucial. Finding the right spokesperson and allowing for improvisation leads to amazing unscripted authentic content that resonates. Plus, it’s vital to break away from the typical advertising mold to truly connect with consumers.  If you don’t find it entertaining chances are the audience won’t either.

Conclusion

In the end, the ‘Duracell Scientist’ does more than just power up the product — he powers up the way consumers think about batteries altogether. By combining education with entertainment, we’ve created a campaign that goes beyond standard advertising. It’s about helping people make smarter choices, showing why Duracell is worth choosing, and making it memorable. The Duracell Scientist isn’t just selling batteries; he’s leading a movement in how we see everyday essentials. This holiday season, he’s here to remind us that even a battery can have a story worth sharing.

Check out what some of our friends at Ad Age think here!

Read more about the full campaign here.