Social media is changing the geopolitical nature of the world. Yet, there's not even going to be a peep about Creative in Social this entire week. Not an award, not a conversation and build businesses. I'm Thomas Ramsay I'm the CEO on Founder on Neurons which is an applied Neuroscience company where we use neuroscience and AI to predict consumer Behavior 50 of all ads are presenting the brand in the bottom right corner.

Yep, four percent maximum are paying attention to that brand. Yep, so that means that there's a huge loss. If you're doing brand building for that app, that means that about half of all ads will actually miss the target. I Got good news for you? I don't need your AI tools 99 are missing.

You know, to your point, you're just talking about the creative variable. Yeah, you know. The thing that fascinates me is everybody in this town for this whole week assumes that the ads are being seen before you even get into the part of the creative get up. Yeah, there's the ads are being run and people aren't seeing them.

No, Is there a way that you can build an AI bot that can instill common sense into anybody here this week? Please? Because the level of common sense that's been completely and utterly eliminated from the ad world is fascinating. Good stuff. Hi there, how are you! Both of us were lining up getting McFlurry a free McFlurry and then a McDonald's climb walked up three seconds. Last year at this McDonald's award the internal Awards then it's like oh, what are you all doing here So we had a McDonald's meeting I was like come to the winner board Bring all your CMOS next time, don't invite them, hit them over the head and carry them to the boat.

All right. Listen: I Just want to thank everybody I Know there's like 7 000 things that everybody could be doing and so we appreciate you being here and obviously for everybody in this room, the AI thing is a very big deal because it's one of those technologies that is kind of like oxygen. It's here and it's not going anywhere and it's going to continue to be a big factor in our universe. Just where we are right now knowing that this is the base.

this is just the beginning. this is. Ask Jeeves What if all these things that happen in culture are actually incredibly mappable? What's amazing is if you know how to be a propped engineer and put into the query things, you can start mapping things that have historically been magic or gray or creative and you're starting to make it black and white. That changes the world like Jack has to come up with his stuff.

but like if you put in, these are the 700 last top 100 songs that have hit in culture. What is the common thread or what should I title it? We're starting to really get into a place that changes the world we've all lived in. It's that big. it's not like it can make a picture for me.

it's the predictive AI stuff is bananas. Thank you for coming and hope to see you a bunch this week. Thank you everyone! It's like super fun to get like the intellectual Motors going on. So we're continuing with interviews here.

Live from Can Lions 2023 What have you seen happen time and time again at the Unilevers? at the Cocos at the Samsung's what's the mistake that you saw in Web one from Big Brands You know Web 2 with social and mobile and now what you see in Web 3. What's the common cliche mistake? One of the ones that comes to mind is really navigating the tension between dealing with the existing business yes and future proofing your business for new generations for new technologies. I Remember at the very beginning it took a lot of time for companies to think that digital was a thing and then when they embrace it, then kind of destroy it because it becomes. You know everybody does the same thing and then you use the creativities you embrace.

You know new technologies to do exactly the same thing that you were doing before instead of thinking, how do I embrace a new technology to do much more Thank you so much thank you! Gary I'm trying to grow up Hello Lovely to me! Thank you so much for having me of course. Thank you for having this on your phone! Latonya Caught up with the CEO of Creative Agency Vaynermedia and asked what AI means for the sector. You know it's not that I'm looking to disrupt I'm looking to inspire us as an industry to become dramatically more consumer-centric you talk about. AI Then of course that's one of the most dominant themes here at the festival.

Yes, there are those who think that it will amplify human creativity yes, and those who think it will stop it. Yes, what's your view? My intuition is amplify. The concept of Doomsday New Technologies is something that humans are very good at. People like to push against new things they go into fear what's going to be bad.

Even in the last couple of years, it's been obvious to me that this is an enhancer. Of course, there's going to be things that come along with it that aren't ideal, but the reality is is that I don't see this killing the human creative Spirit We still have to input and I think that's going to be a big factor. Thank you! Amazing! Thank you so much! Thank you All right! Vayner Nation We're continuing on this podcast live from Cam Lions 2023. I'm going to let my next guest introduce his full name and what he does and we'll get right into it.

Um, hey, I'm Michael Wirich and I'm the co-founder of Mindspa. What we spotted early on is that music can affect and impact people emotionally and could even heal kind of certain situations in modern medicine. couldn't touch 20 25 minutes. You can have a very deep impact on a person's state of mind on the way they sleep on their stress level.

A thing that I think is a little bit easier for a human to understand is are they sleeping Well, you know you mentioned it earlier. You know a lot of people know me as like I go hard and I'm who I am But the reality is I've never compromised on sleep I will sleep 10 hours a day if that's I listen to my body very well this Saturday if I to sleep 14 hours to like make up for it like I've never thought like not sleeping is gonna make me successful. it's more while I'm awake I need to be productive and make happen. Sleep is the big one right? in terms of the study and in in terms of specifically how we recorded the sounds like nature.

When you when you get lost in that and you get it in 3D sound like your mind is tricked to believe you're somewhere out there. It just helps you fall into into you. Give me a cricket and an owl and I'll show you right sleeping right within 30 seconds. appreciate you happy to do it.

This would be enough for me. Oh yeah, like give me any. The only thing I can't sleep to is dead silence. You keep it natural, stay in your bag like you're wearing satchels.

Hey baby you a guy saying guys and just missing the sandals. but still, you ain't missing much. Put your hands on my back. just a different touch but yo what's on my plate I Don't skip the line.

Shut up. Skip the brush. Nothing either and we had it close not a center me to get it. Where do you see the Brand's place on in Tech Talk because it has so quickly evolved making content that actually seen to continue to focus on making actual tick tocks instead of making ads to distribute on.

Tick Tock So our framework on social media creative is called sock Strategic Organic Content that s is everything like do you actually know the creative strategy? You don't need influencers in every post and making product. The star is a good idea. Like do you know what's actually working? Because this industry in this town this week is just hyper over the top on the subjective nature of commercials versus the strategy. a creative practice of social I Think that's the chasm Brands Need to get very serious of like knowing how to make ads on Tick Tock Instagram Facebook Twitter Youtube Like first, what can work on a YouTube short? what can work on a tick tock and then you need to make as many of those as possible for the lowest cost as possible to win on as much relevance as they possibly can Take care.

Please welcome now to the stage. The CEO and co-founder of Vaynermedia Gary Vaynerchuk The biggest brands in the world that visit here. Spend all their time thinking about tomorrow and yesterday and because they don't have the ability to actually know how to. Market Today AKA Social Media Creative and Media spends.

what do they do? They spend all their money doing M A To buy brands that actually do today. There's not a person sitting here that I'm looking at that doesn't realize there's some attention on social. I Literally am having conversations with people already this week about how social media should be regulated because it's so powerful. Social media is changing the geopolitical nature of the world and we are talking about that.

Yet, there's not even going to be a peep about creative in Social this entire week, Not an award, not a conversation. Our industry, which is phenomenal, is incredible about being excited about yesterday and yet sitting right here in the middle. We have brands that are being built every day within Social Creative and Media and we continue to disregard it. It is time for media and creative to come back together like it wasn't in 1950s, 60s, 70s, 80s, and 90s so that we no longer do this and we stay accountable as agencies.

and we actually start delivering for the brands that pay us and start making content that people want, not what we want to make subjectively in a boardroom. Thank you Foreign, How will the advertising industry be different 12 months from now? If you told me 14 years later I'd have to be talking about taking social media seriously I would have laughed you out of the room. So for me in 12 months I Really, don't expect too too much the people that are watching this right now I'm going to actually speak to you and put this down. Aren't you tired of doing work that you don't care about that you know nobody's gonna see like? Isn't it time for you to actually take the reins? And stop complaining about working in an institution that doesn't let you do your thing.

If it doesn't let you do your thing, go find one that does or go do it yourself. How is it going to change in 12 months? Another 100 200 great creative people are going to leave our industry because we're not letting them do the right thing. Thank you, thank you so much It's going to be our terrific moderator. Can you remember when you spotted your ability or when you knew you had the ability to spot Trends culturally and technologically to? Trends I Don't like to look at them from that perspective because then that means you're just a trend.

Hunter I'm magnetized to things that are synonymous with my interests as they are spawning and growing from itty bitty to Big biggies. Those folks that are in that same frequency are going to naturally gravitate to itty Bitties as they become big biggies, you're going to gravitate to that before it becomes a trip, a gathering. What about? what about your foresight into? Innovation I think it started when you were three YouTube came out it was about seven, eight weeks old and I started making wine videos I've never been in front of the camera I never thought of myself as someone that humans would know I was running a business for my family when YouTube sold to Google for 1.7 billion dollars, that felt like a trillion. That was an unheard of number and it just hit me so hard I'm like wait a minute I've got something I have a intuition, a curiosity, a different way that I look at things that makes me understand what a lot of people are going to be into before they're even realizing they're into it.

And that was the first time I thought I had something different and I've honed that skill. But the best part of the skill is it's grounded in genuine curiosity and the liking of people very well. Thank you so much! Thank you everybody really every time. Never heard of you.

I'm sorry, that's okay I'm here about coincidence Yes I was inspired to be worse I mean it completely agree with you I go to see his evenings a lot. It's almost always it's crap. That's right this time. I'm very humbled.

Nice of you to come up and say that means a lot to me. It means a lot to me. What's your name again, sir? I Think it's not important, it's important to me Mark Such a pleasure please I Had never heard of yourself. They were so good that I will do my best in my agency to get a bit of your spirit.

That's very nice of you. I'm very humbled by your words. That's very nice. I'm telling you how I feel thank you thank you I got floaters in my eyeball coasters by the shot glass.

smoking let my mind fall. plenty roaches, no ass stepping on the critters, just going through my spine should be used to a state of a poor man's mind. It's just PB no. J Kool-Aid no sugar all in the bath water for warm showers and winner work cooking Clean! Mama was a magician.

She switched it and turned the tub to a washing machine, air drying their clothes, hanging up with my woes enemies was befriending me, laughing about all my lows. But the song.