Jaime Schwarz

But as soon as the algorithm came in, as soon as we really understood data and everybody became their own persona one of one, here's this hyper-targeted list. Oh my God, the list of variables that you are defined by. So much so that you can click three things on a webpage and they know who you are. just based on that. Well, okay, now we've got data. Now we've got hard data versus soft creativity.

But as soon as the algorithm came in, as soon as we really understood data and everybody became their own persona one of one, here's this hyper-targeted list. Oh my God, the list of variables that you are defined by. So much so that you can click three things on a webpage and they know who you are. just based on that. Well, okay, now we've got data. Now we've got hard data versus soft creativity.

But as soon as the algorithm came in, as soon as we really understood data and everybody became their own persona one of one, here's this hyper-targeted list. Oh my God, the list of variables that you are defined by. So much so that you can click three things on a webpage and they know who you are. just based on that. Well, okay, now we've got data. Now we've got hard data versus soft creativity.

And there's that famous line, I'm spending twice the amount of money I should be on advertising. The problem is I don't know which half.

And there's that famous line, I'm spending twice the amount of money I should be on advertising. The problem is I don't know which half.

And there's that famous line, I'm spending twice the amount of money I should be on advertising. The problem is I don't know which half.

You know, like I get that with the soft advertising because it was TV and it was one way. But what did social media create? As soon as the brands that were brave enough started it and the brands that had to afterwards followed turned on the comment section. became a two-way street. Asynchronous, but it was still, customer service became Twitter. We don't even think about that for a while.

You know, like I get that with the soft advertising because it was TV and it was one way. But what did social media create? As soon as the brands that were brave enough started it and the brands that had to afterwards followed turned on the comment section. became a two-way street. Asynchronous, but it was still, customer service became Twitter. We don't even think about that for a while.

You know, like I get that with the soft advertising because it was TV and it was one way. But what did social media create? As soon as the brands that were brave enough started it and the brands that had to afterwards followed turned on the comment section. became a two-way street. Asynchronous, but it was still, customer service became Twitter. We don't even think about that for a while.

That means the companies gave up on customer service. They stopped giving us phone numbers. You can't call Netflix. You can't call Google. But you can yell at them on Twitter until they pay attention. So everything came down to social media value. We created influencers and there's a value in how much cred you have across all these platforms that you don't own.

That means the companies gave up on customer service. They stopped giving us phone numbers. You can't call Netflix. You can't call Google. But you can yell at them on Twitter until they pay attention. So everything came down to social media value. We created influencers and there's a value in how much cred you have across all these platforms that you don't own.

That means the companies gave up on customer service. They stopped giving us phone numbers. You can't call Netflix. You can't call Google. But you can yell at them on Twitter until they pay attention. So everything came down to social media value. We created influencers and there's a value in how much cred you have across all these platforms that you don't own.

The credit's owned by those platforms. So you're at their mercy still. So all of that being said, I know that's a little bit of a rabbit hole. Everybody's building that up where they're doing KYC and they've got proof. And what's the other line? You only get paid for what you can measure.

The credit's owned by those platforms. So you're at their mercy still. So all of that being said, I know that's a little bit of a rabbit hole. Everybody's building that up where they're doing KYC and they've got proof. And what's the other line? You only get paid for what you can measure.

The credit's owned by those platforms. So you're at their mercy still. So all of that being said, I know that's a little bit of a rabbit hole. Everybody's building that up where they're doing KYC and they've got proof. And what's the other line? You only get paid for what you can measure.

So the guys who could get measured were the ones who were getting paid more. And the advertising industry had already stupidly, in my opinion, separated the creative from the media buy. So creative had to sit on its own for how it's going to make money. And it just turned into, you know, bill, bill, bill for hours and hours and hours. And that obviously was going to blow up in everybody's faces.

So the guys who could get measured were the ones who were getting paid more. And the advertising industry had already stupidly, in my opinion, separated the creative from the media buy. So creative had to sit on its own for how it's going to make money. And it just turned into, you know, bill, bill, bill for hours and hours and hours. And that obviously was going to blow up in everybody's faces.

So the guys who could get measured were the ones who were getting paid more. And the advertising industry had already stupidly, in my opinion, separated the creative from the media buy. So creative had to sit on its own for how it's going to make money. And it just turned into, you know, bill, bill, bill for hours and hours and hours. And that obviously was going to blow up in everybody's faces.

But once that happened, the media buy was over there. That analytics went that way. You just take your eye off the ball of creativity. And once you take your eye off the ball of creativity, you take your eye off the ball of humanity, which is what you're actually doing, connecting with humans.

But once that happened, the media buy was over there. That analytics went that way. You just take your eye off the ball of creativity. And once you take your eye off the ball of creativity, you take your eye off the ball of humanity, which is what you're actually doing, connecting with humans.