# My Biggest Differentiator in the Advertising World ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=aTzoMzPw9Xw - **Дата:** 19.08.2019 - **Длительность:** 14:44 - **Просмотры:** 112,152 ## Описание Gary biggest advantage going into the marketing space was not knowing anything. While that may seem like a disadvantage at first, it means he wasn't blinded by the industries history and was able to operate his business in new and innovative ways. Just because you are new and don't know anything about a business or industry, your fresh pair of eyes might just be the thing that sparks in much-needed innovation. — Your comments are my oxygen, please take a second and say ‘Hi’ in the comments and let me and my team know what you thought of the video … p.s. It would mean the world to me if you hit the subscribe button ;) — My direct to consumer winery, Empathy Wines: https://garyvee.com/EmpathyWinesYT My new K-Swiss sneaker: https://garyvee.com/GV004 — Gary Vaynerchuk is the chairman of VaynerX, a modern-day media and communications holding company and the active CEO of VaynerMedia, a full-service advertising agency servicing Fortune 100 clients across the globe. He’s a sought out public speaker, a 5-time New York Times bestselling author, and an angel investor in companies like Facebook, Twitter, Tumblr, Venmo, and Uber. VaynerX, also includes Gallery Media Group, which houses women’s lifestyle brand PureWow and men's lifestyle brand ONE37pm. In addition to running VaynerMedia, Gary also serves as a partner in the athlete representation agency VaynerSports, cannabis-focused branding and marketing agency Green Street and restaurant reservations app Resy. Gary is a board/advisory member of Ad Council and Pencils of Promise, and is a longtime Well Member of Charity: Water. — Second Channel: https://garyvee.com/GVTV Instagram: http://garyvee.com/Instagram Podcast: http://garyvee.com/audioexperience LinkedIn: http://garyvee.com/LinkedIn Twitter: https://garyvee.com/Twitter Facebook: http://garyvee.com/GaryVeeFacebook Snapchat: http://garyvee.com/Snapchat Website: http://garyvaynerchuk.com TikTok: http://garyvee.com/TikTok Weekly playlist: http://garyvee.com/m2mall GaryVee 365 Alexa skill: http://garyvee.com/garyvee365 — Subscribe to my VIP newsletter for updates and giveaways: http://garyvee.com/GARYVIP ## Содержание ### [0:00](https://www.youtube.com/watch?v=aTzoMzPw9Xw) Intro this notion that quality is given up when you do a quantity of creative is a huge misnomer and something that I think would really benefit the industry and most of all the brands you got your prospectus tell me yes just had a very ### [0:25](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=25s) About Harriet quick briefing yeah Harriet but I gather you've got a little bit of a different take on the market yes I think you know we started a company 10 years ago I is an individual through my content and things that nature have been quite loud but as an agency we've been incredibly quiet hence why I think we're kind of ready to get a little louder hence why we made the amazing addition of Harriet super deliberate stupid to Liberty Clause yes and what was the next other than that I think we're disrupting you know the longer people underestimate you or don't even know you exist tends to have value I also yeah I also was coming from the outside I was coming from Silicon invent valley investing and wine ecommerce so I came from a very different background I am yes in 1996 I launched one of the first e-commerce wine businesses in America so that was my first career being a marketer for my family's liquor business and launching this big e-commerce business was really how I learned my craft of media and creative and things of that nature and so what made you decide to leave ### [1:47](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=107s) Leaving Wine wine I mean personally I just start with the wine you know what mate it was a family business okay and my I you know I got to I got into my early in mid-30s I invested in Facebook and Twitter and Tumblr which obviously changed the course of my career the world opened up for me a little bit and I started realizing that I was a marketer that happened to run a wine business understand how to invest in apps because I thought they would be the platforms that people would mark it on so there was a little bit of a self-awareness self-revelation kind of going on for me and then I also knew that I didn't know anything about the biggest companies in the world that I would done the small business thing that I've done the Silicon Valley thing but I'd never really understood what coca-cola or Budweiser or BMW was thinking and more importantly watching from the outside I was curious to why they were doing what they were doing so I decided to start the agency for two reasons one I wanted to learn that world and two I wanted to buy brands eventually so my big ambition to be in this industry is to buy nostalgic brands from CPG holding companies Wow yes a little bit of a different angle yeah and so that all manifests as you can tell in the form of creating a very different shop first of all the first 30 to 40 employees at vaynermedia back in 2009 to 2011 had zero days of agency experience so that was interesting number two I'd built an agency that did creative and media all under one house which now seems to be a conversation but was very foreign in 2009 when I started vaynermedia ### [3:42](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=222s) vaynermedia something you know this is back to kind of this strategy you know by being so quiet you know we've been able to sneak up on our size or scale you know we have an office in London we're in a world putting up Singapore this summer so agency yeah it's the biggest you know it's funny I think when you walk around here in the Harrier maybe you can add some context it's interesting you have a small group of people who are either our clients which we have many of or people that have worked with us followed me on social that have a bigger inkling and probably think we're the next big thing and then you have an enormous amount of people walking around here that still have never heard of us and it's kind of fun to be an enigma yeah but it's all that but it's also fun to now be at a maturity level where when you're not only eight hundred people you know 150 million dollar revenue business and you're an independent I mean I don't know that stats on widening Kennedy but we have to be the largest independent agency in this industry besides widen and yet by not over emphasizing on press and awards in our first decade it hasn't allowed the industry to get to know us just yet which will be fun to you know be involved in the industry a little bit more in this next decade yeah possible the revenues are gonna be a hundred ### [5:20](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=320s) The Numbers fifty million this year our headcount you just heard you know we work with Pepsi and craft and chase and yes hey I think you're right it's funny that's such a showman I'm trying it's funny that I'm more conservative on the numbers I threw out than higher you'd said you again to your auntie your ### [5:57](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=357s) Ambitions ambition was to buying nostalgic brands have you done fulfilled that's where you still heading towards is that your goal still that's my goal the only thing I was probably very wrong about when I started the company ten years ago was that the world would melt financially five years ago five years later that was my big thesis let me learn the industry and then let me buy a brand and convert my talent into the brand record that we were gonna have a double-dip I did I thought oh nine what the bailout was a bad decision and was putting a bandaid and my intuition was that the world was gonna melt my main thesis to start the industry was Facebook Amazon and Netflix were gonna win and the world was gonna melt and I was right about three of the four things yeah and the fourth one has led to a very different path I originally thought my agency would be converted into a brand now it's too big of a company and we enjoy it too much that when I do buy a brand eventually in three five seven nine years then then we're gonna still keep the agency obviously and we're gonna take some of the agency people over to work on the businesses but I just don't know when that will be and I'm not an honest Lee I'm so worried about building the agency that I'm not overly I can't control that anyway so I have to be prepared but I don't spend a whole lot of time trying to figure out when fascinating stuff yes it's definitely ### [7:22](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=442s) Testing testing yeah definitely interesting um I also think it's double interesting let me tell you why I'm not sure but one of my things that I'm very passionate about is to inspire a bigger push towards independent agencies doing different things yeah I think it would be healthy for the business I don't think I think the holding companies are smart enough to know what they need to worry about is the consultancies yeah right they're gonna worry about Accenture and others but I do think for the health of the industry having more significant independent shops yeah I think would really matter well I you see that a television I mean the great of most of the great kind of ### [7:55](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=475s) Creativity creative ideas in television and drama and things a concert in the UK coming out of a indie community they have more freedom yeah you know I mean let's call it what it is there's a very financially heavy infrastructure to this creative field yeah I mean yeah that's most you know when you look at all the great creative shops that have worked down there at the end if you follow all the lines they're run by a CFO yeah they're not run by a CCO yeah it's changing that is true and I think it's something that's worth having more of a conversation about yeah do not beat focus on it Witten like 300 words that we need a more progressive conversation on volume of creative that the industry needs to start not demonizing quantity okay this notion that quality is given up when you do a quantity of creative there's a huge misnomer and something that I think would really benefit the industry and most of all the brands most brands can't make relevant creative because they're not making enough creative to hit the many different cohorts they need to be talking to and so they end up making one vanilla piece of video don't speak someone just got the Sun went down on your in your great words I'm sorry they're not making enough creative to hit all the cohorts ### [9:15](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=555s) Relevance so just making one vanilla Pisa work okay you know we are - we are - infatuated with reach and not enough around relevance and if you don't make seventy four hundred three thousand pieces of meaningful content you can never create actual relevance yeah okay but if you go walk the streets right now one of the worst words in the creative community is volume and quantity that's right and that needs to be cut we need to have a more thoughtful conversation around oh yeah they're bad words and then they are yeah and so yeah funnily enough over sojanet farmers love HBO session yesterday where they were saying oh how can you increase your output without sort of losing the secret source of HBO in a podium and how can you do that without sacrifice now that in the form of a one-hour drama is a far more interesting debate then trying to communicate a toothpaste or a shampoo or soda pop and the unconsumed right yeah you know if I'm trying to sell know what what we know about long-form video the theater movies television is some shows are not meant for everybody we have four people here and that's okay that's fine I mean while we have this audacious conversation that this 30-second spots supposed to make everybody yeah inspire to buy that's right Jay HBO does do a lot of creative yeah they have many different shows if HBO was a creative agency they would have one show yeah that's very cool here's another one yeah here's one of they're important and I know it's limited word and I'll you do whatever you do I'm gonna give you one more point that's a big for us okay we are outrageously structure on actual business results because my selfish ambition is to own businesses all the work we're doing is actually trying to figure out how to drive businesses not maximize our revenue and that has led us to being more client centric okay because I don't want to necessarily be the most profitable I want to figure out if my hypothesis is are true yeah can I ask Eric whether yeah ### [11:40](https://www.youtube.com/watch?v=aTzoMzPw9Xw&t=700s) Finances I'm assuming but your early career in wine and investing and Twitter you know gave you the kind of finances to kind of support your vision yes but you'll appreciate this I take even more pride actually in the fact that I know how to run a business and we haven't raised any capital and we've been able to pay the payroll every single week and it hasn't needed me to include any capital from my personal self so I'm as you can tell by my answer I I'm very proud that I'm an actual business operator because a lot of people you know run businesses that don't make money because they're getting VC capital and other people are running businesses that over tried to extract profit at the expense of their clients because they're publicly traded so sure I feel like I have this nice little middle zone yeah so you're gonna stick your head above the parapet you've come down here now yes and you good okay hey guys I'm here we're here and we're huge actually and you've never heard of us and most of you know and how are you going to go about doing masking pen which you just say you just slowly speak slower you yeah you got it I've been coming to camp at the muse and you're not involved in any seminars I am I love speaking for the Young Lions I just did a talk I'm not sure and where they say um you know I'm doing this with you like you know we're but the reality is this when you're running a marathon you do marathon behaviors yes to it and so the answer to your question is patiently which you know confuses people because I have high energy as a human and so they confused my natural DNA with my business behavior yeah you know this is my seventh year at camp yes and so even though I'm high-energy and confident and excited I'm also respectful and I didn't want to scream from the top of my lungs and you know when I you know I've been patient I've been learning now that we've got a little bit of a real a business that you know I think you know it I'm flattered with like whoa and you know we you know now that I understand the industry now that I know we're having an independent shop in ten years at this scale puts us in the history of the industry not just right now how many people have gone from 0 to 150 million independently is very far and few between I take a lot of pride in that and I and I enjoy being part of this industry even though we might be taking a little bit of a different point of view on it this is fantastic I'm going to unfortunately stop you there like you always so much limited time so yeah it's not such a celebrity --- *Источник: https://ekstraktznaniy.ru/video/17854*