I would like to focus today's talk

on the biggest opportunity in marketing,

which is finding loose teeth in your house

and selling it.

I'm really happy to be here.

Kudos to possible three years.

Three years and already one of the most important conferences

in our ecosystem, and so it's a real pleasure to be here.

Yeah, we should clap that up.

You know, the format I'm taking with this talk actually, and you could see a mic there and a mic there, is to just go into Q&A.

I think at this point, I've been fucking talking for 15 years about the same, literally about the same shit.

And so I'd rather go into Q&A to see if there's anyone in the room that has a nuance underneath the thesis.

So please start lining up because I'm gonna spend

three to five minutes max right now to set up the conversation.

But I'd love to jam with all of you,

so please start lining up.

The jam of the conversation for the ad folk in here

is very simple, which is there's a couple things

that stand out to me.

Number one, I believe over the last 70 years of marketing,

working media dollars have been used to disguise bad creative.

And I believe that we are now living in the era of working media dollars

...