# #MediaSnack GaryVaynerchuk Interview | London 2016 ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=Jw6EnSZQ8qA - **Дата:** 11.03.2017 - **Длительность:** 19:10 - **Просмотры:** 21,273 - **Источник:** https://ekstraktznaniy.ru/video/18931 ## Описание -- ► Subscribe to My Channel Here http://www.youtube.com/subscription_center?add_user=GaryVaynerchuk -- Gary Vaynerchuk is a serial entrepreneur and the CEO and founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s 5 locations. Gary is also a prolific public speaker, venture capitalist, 4-time New York Times Bestselling Author, and has been named to both Crain’s and Fortune’s 40 Under 40 lists. Gary is the host of the #AskGaryVee Show, a business and marketing focused Q&A video show and podcast, as well as DailyVee, a docu-series highlighting what it’s like to be a CEO, investor, speaker, and public figure in today’s digital age. Make sure to stay tuned for Gary’s latest project Planet of the Apps, Apple’s very first video series, where Gary will be a judge alongside Will.I.Am, Jessica Alba, and Gwyneth Paltrow. ---- Thank you for watching this video. I hope that you keep up with the daily videos I post on the channel, subscribe, a ## Транскрипт ### Segment 1 (00:00 - 05:00) [] episode 17 so this week we're doing a special the legendary Gary Vaynerchuk has dropped in to say hello and what brings you to London okay so I'm on my book tour I have a book called askgaryvee so I'm on tour we're on the verge of officially opening our London office some roll with Eric and rice and the crew so taking business meetings today's really all business kind of day and then tomorrow I'm a book event and yesterday was in Dublin and off to Los Angeles which was a nice little schlep from London yeah on Thursday morning so just coming through just bill itself with Southwest as well yep just gave a keynote at South by Southwest that was like one day when it's all over I'll be home Saturday morning actually Miami but you know some of the family this is the phone yes good so I was in New York a couple of weeks ago as we guessed about on the last episode and I had the opportunity to go in to meet the team yes and explained to me I'd heard of Boehner yep in the US we have I think people understood it as a social shop we yes started out I do percent but I was really impressed with the team that I met there and obviously the London team that you've got here because the scope is broadened yeah a lot and so what it as a proposition to London there was an agency what are you bringing here you know I think you know in our core were reverse engineers who care about attention and then trying to tell the proper story to create a result once you have that attention yeah so you know I think currently and you can see with the kind of body language that I bring to this statement currently we're positioned as a social first digital shop I mean at the end of the day we want to execute strategies and creative execution and pain amplification in places that we think actually help whomever we work with whether that's a non-profit trying to raise money or that's a sporting team trying to sell tickets whether that's a you know beverage trying to sell in vending machines and see stores in Tesco we want to help people spend their money in a place we think is a valuable place to spend their money and there are so many places that we think clients are spending that are not as valuable yeah whether that be programmatic banner whether that be television we think that there's some places that just instinctively know you can't you're analyzing it's a nothing it's instinctively at first yeah and then it's normally proven through actual sales you know I come from a retail background so as I've gotten into the agency and creative world I've found that I have a very big advantage because my instincts are to actually sell something yeah and that helps versus headlines and awards and reporting yeah and just basic media metrics you know but just buying really you can't bridge Reisinger these are that so you're people are obsessed with yeah we don't debate the quality of an impression and so yeah I mean as I've become educated over the last seven years but more specifically last five on what we're doing here but you know who those characters are although these kind of names I've become fascinated by the lack of practicality and practitioner ship in the collective agency and client side now by the way there's plenty of things that people do that for example I believe in real life activations I believe if done right it's incredible to activate at Bonnaroo or Coachella or the world come I think there's a lot of places to get attention not just digital and I think the places I'm obsessed with whether it's Facebook or Instagram or snapchat in five years will be disrupted as well yeah but I like day-trading attention I like doing it for the moment when Seinfeld's the number one show on television you buy commercials on it yeah so I don't care where snapchat are and so remember going I care that they're under priced right now yeah and you are you we referred in last week's episode to you as being as I was saying earlier it's being part of this disruption is that something you're very conscious of it are you talking about the needs and the desire for vaynermedia to be disruptive because it is going to disrupt the traditional agency model like you're growing here phenomenally far I think when people you know and look I'm thankful that you know I was smiling when you said you had heard of us in the u. s. I was thankful because you know outside of a couple of adage references I've been very quiet I don't think people really realize the scope of you know what's 650 employees and a hundred million dollar run revenue run rate business we're big company and much bigger than most people in advertising world think of us or NOAA says you know I've said this a lot I don't think I'm disruptive I actually think I'm practical I think the market is disruptive I think when you're for example we have a lot of clients and you may as well in others do that try to ### Segment 2 (05:00 - 10:00) [5:00] sell to people that are under 25 years old I think running television commercials is disruptive for a 22 year old to buy your bubble gum or your sneakers yeah so I think I'm quite practical I recognize why people think we're disruptive I do think that we have the potential to change the conversation I do think that we are not passionate about media metrics or awards or headlines the way a lot of our contemporaries are I have empathy for why people have been because that's how they get business that's not how we get business and it's and we get business in a very funny way we get business because I get us business from my history of selling stuff and people knowing it intimately not what they read in Fast Company and then our results you know when we gross our patches business through the roof when we grow a lot of our ABI clients business when we actually grow our bit most of my business right now is word-of-mouth of brand managers and CMOS going to other places and desperately wanting to bring us along because we did something yeah I asked this question to Eric and Jeff and the team in New Yorker they are the big agencies reacting in a bad way to that because you must be stealing I understand what we're taking scope I still think that the big agencies as your firm are putting us in two buckets one oh that's just little social it doesn't mean anything and oh that's just Gary he's one of these gurus and there's probably a bunch of interns that he's paying no money - they just don't look under the hood yeah in the same way that they read headlines on PR week and make their assumptions on snapchat and Facebook I think they're doing the same thing with me that's a nice way to operate I'd rather be like that yeah I mean look that's the mark Endor estimated oh then you can over deliver if you go look and it's fun to have Rebecca here you know who handles our comms if you go look at how much has been communicated about me as a human versus the agency in the last 24 months it's 90 percent me surprised because you're so sure and you know it's funny one could say it's narcissistic it's ego it's things of that nature to me it's been quite calculated like I've enjoyed people being naive and under estimating what we're doing to the market I have no problem surprising people look if they've been respecting it or if they've been naive to it would have been regardless because we're gonna execute we know how to sell stuff and at the end of the day the Unilever is and the proctors and the cokes and the Pepsi's and the BMWs they care about selling at the end of day somewhere maybe not your brand manager maybe not the CMO that needs a headline to get the next CMO job but somewhere somebody cares and the ironic thing is usually somebody that's important yeah okay so Veda coming in July yes you weren't the Masters of media I was fact so I hear first off that you scored the highest of all presenters is that true that makes sense I'm a big-time speaker I also heard it for fear they said no that's true I don't like to speak for free but promised my wife it's it went down very well so what that wasn't that was a new thing was it going to speak to the market is it that kind of it's fixed I'm starting to cut me look I'm doing this show I'm starting to come out into this world and it's going well because honestly look and I already recognize I'm self aware when you come with I'm very competitive let's start with that and so that's gonna come through on a speech or in video right now like yes I want to beat your agency that's real that's just I'm sorry but I don't want to do it at your expense I want anybody who's good to win I really do I love meritocracy I love capitalism I like the market I think it's coming across well because I'm speaking the truth meaning in the same way that I'll be the first person as I am now who's saying Twitter's broken Twitter's a problem don't spend money on Twitter after if I was sitting here 36 months Twitter would be the only thing out of my mouth I think that I have enough of a track record now that people are starting to realize that what I'm obsessed with is being historically correct not where I'm making my money at the moment yeah like you know I invested a lot of money into meerkat you haven't heard a word for me about meerkat for the last year you know why cuz it's not gonna win like I'm not pushing agenda I'm pushing conversation that benefits us all if marketing was better if media planning wasn't so broad if all of us tried to sell more products a lot of us would do better the industry would be in a better place and so I want everybody to win I do I want to build the biggest building in town yes how do I want to do that by building the biggest building not by tearing everybody's building down so I think what I did in that meeting was I said look you're acting one way as a human which means you're not looking ### Segment 3 (10:00 - 15:00) [10:00] at commercials you're not clicking banner ads but your marketing all your money in a different way and you're doing that because the whole machine is built on that and I thought it went well and it was interesting because you know when you give that talk the first 15 minutes is awkward yeah when you go into a room and say look I think because you're not the kind of person normally they get to see it's relatively conservative isn't it as a environment you know better than I do you know I'm just starting to I mean I think everything's conservative so probably yeah I mean look there's not a lot of people in Madison Avenue today that had the narrative that I had which was I first built a 65 million dollar business on the backbone of what was considered radical marketing accommodate a sixth email marketing in 97 Google AdWords the day it started a YouTube show a couple months after YouTube came out my career is built on what I sell so there's not that much people come up through the world they become a great account person or a great creative they team up with a partner and they start a shop I came from a different angle and I've got such a different point of view that it's uh that it's going well and it's got its pluses it's got its minuses a lot of things I wasn't able to come to that I'm going to the next day in a conference in a month or so one of the areas that the na re focusing on as you may or may not be aware and they've commissioned an external company to do a an assessment of the medium potential media rebate market in the US right there was a guy who gave a talk at that conference the previous year of John del Rey who really caused some ruffles I saw those headlines yeah that makes sense to me and the AMA they've created a task force to look into that and then they've hired k2 intelligence in New York which is this let me save everybody a lot of time yeah course that's go like who doesn't know that that's going on I don't even know the industry and I knew that was going on not because in this industry it's what goes on in every industry I come from the liquor business it goes on there anytime there's big dollars being rewarded on a human to human level the human that's deciding big dollars is getting rewarded by the human that's trying to get them in many forms bottles of Dom P getting their kid into Harvard taking them to the Super Bowl like what is like of course it's human beings it's in human beings now when you've got only three or four big holding companies that drive everything it becomes even more intense so you can see it obvious as you say like across industry is the yes business but now you're in the media business yes up against that and if you have we're still small you know like I mean I think you worry to policy Oh principal is a hundred percent there's none of I mean that it there's I am a meritocracy even at my own expense the end yeah okay the end if we're gonna lose a media pitch because oh the I'll use different letters the XYZ agency girl takes the decision-maker to the strip club then I'd rather lose the business yeah I mean that's that when you're better you don't have to play that game well that's good and that and that's what we that's what I liked about the narrative that we were hearing from the agency when we went to New York I hope you continue that in Europe that's a slightly different market is there any nuance to the European market I mean there's the cliche stereotypes that you know the you that I'm to us even for us so the personality may rub some people the wrong way here's what I know look I was born in Eastern Europe I grew up in the wine business I've spent an enormous amount of time in Italy and France and other parts of the world people are people meaning like I don't think yes do I think there's some cultural differences of course but do I think the decision-maker at Unilever UK market or Toyota UK market or Nestle UK market doesn't want to do deep down the right thing for their business because maybe it was too aggressive and that's fine I mean like I'm they all know it they all I mean they all really know it if we lose on something that shouldn't be important then that's fine by us so look I think every market marketing is a tactic to help a transaction happen we do that extremely well yeah and I think that um I think that it's gonna go over extremely well in this market um I'll tell you what really is most fascinating to me about the London and general kind of Western Europe market there's a stunning lack of respect for how well modern digital is doing in this market when you look at the metrics of Instagram and Facebook and snapchat in the UK market it's like kind of weirdly more exciting than the US market yeah I mean the penetration is at full scale ### Segment 4 (15:00 - 19:00) [15:00] the behavior is quite aged up I think there's some real big opportunities I do I think because the US has so many the startups start there there's also that six to 12 month pause you know one is an incredible market so maybe it's a three to six month pause but and look I day trade so I'm fast in the US having an extra six or 12 months for a UK market or a Dublin market or a Berlin market is really attractive for me yeah good so finally before you guess the other thing your legendary 4 is to be is being a Jets fan mm-hmm we did back in the beginning of every we did a Super Bowl special in here and bear in mind you've met David yes we know nothing about American football yes and we made some terribly bad predictions at the time if you look at the episode of it if you saw it but we had four Jets sure I love amaz - thank you thank you for these prices for this by the way I had an amazing trip here you know the Jets played here this last season yes and Wembley which I had an amazing time I came best good so we've got so what do you know about football European English Premier not just football American football your stuff yeah um not that much I mean I watched the World Cup aggressively I've it's amazing the English Premier League has gotten a lot of play in the US over the last 36 months you know I was I always say that I was should have never left Europe because I'm a crazy Jets fan like my respect level for European football proper football fans is much hot like I like that people potentially can die in the stands like this is something I respect okay as a fan so what do I know I know that um I know more than I did twenty four months ago but I don't know a whole lot but I know that a lot of American businessmen are trying to buy teams I know that uh I know that a lot more kids are running around the US with messy jerseys and things of that nature which I know is more Spanish stuff and it's not my only franchise that comes Miami franchise kicking off I guess yeah my mm-hmm and uh one of my business partners runs the Internet the ICC which is a soccer tournament that has English Premier League's toward the u. s. so I'm a little dangerous so we've got to the one thing I wanted to ask you was just to make some predictions because we make some terrible oh good let's do it okay so this is there yes our international game so we don't have elite games this but we have some internationals Janet we have a big rivalry as you probably know between Germany and England yes of course okay so a couple of world wars you know no big deal it's still a lot should be week so Germany England that's a touch what yes what do you reckon Germany in Germany I think Germany will win give me a sec oh ah 2 2 1 ok I'll hold you to that and I was gonna do kampachi cuz Belarus if that was enough to say here is that talk about wanting to be historical that was harder for me to tell than to tell an entire room and marketers that they're all crooks they're all full of that was harder to say two to one Germany I'm sorry and then the other one else that makes me sad ask you I'll be rooting for England and that is not even close by the way belarus will lose belarus and everything since it's the last dictatorship why you all me armenia is gonna win six nothing I reckon only you know Belarus is the last dictatorship in all of Europe really unless you want to count Russia I'm for you yeah so thank you for that good library best of luck with the book I think we might see tomorrow night at the oh they're gonna be awesome thank you thanks for having me think it is Cheers alright it's gonna be tough to open up a Russia office after that know everything do you think okay that's it for this week thank you for watching please subscribe to the channel and have a great weekend thank you guys thanks for having me thanks I'll make sure I share this out get you some real subscriptions