To me, television commercials were profound for 50 years.

My big thing is why are we continuing to put yesterday on a pedestal and tomorrow in a pedestal?

People would rather spend money on potential metaverse and AI stuff and commercials instead of actually focusing on today.

Today is how you're actually going to build your brand and today perfect creative and

media execution across the 10 platforms that are referred to as social media

sites is disproportionately the opportunity. Social media is just a slang term

for the current state of where the attention of consumers are and we need to

understand how to be good at it.

Today's title, so we are going to get straight into the question, so that today's title that we set was

building businesses through social and we know you're a massive advocate

for social channels and so I think that one to start to self because we've got so many

marketeers in the room is when they are

approaching marketing or your observations what are the most common mistakes or

learnings you think with that approach to marketing and social.

So we're just going to go there right from the top.

We are straight in.

Look, I think everybody in this room, whether you work at an an agency whether you're on the brand side you know I would argue and this is you know a tough way to start the conversation but I would argue that we are in a very nascent state on marketing and social. I believe that most

large organizations call it the Fortune 50,000, you know, big companies that less than 1% of them actually take social marketing

serious. I think they're checking the box. I think the entire industry of advertising has it upside down.

Everybody's creating brand positioning, then a TVC and then pushing down into digital and social predominantly with matching luggage to match what they

came up with in a boardroom without any understanding of the platform nuances, the opportunities to be using the

creative tools that the platforms like yourselves and your

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