"Why would Vaynerchuk build two enterprise-focused marketing agencies? It's common within the creative world, where conglomerates like Omnicom and Publicis operate multiple agencies with different strategies. But moreso, Vaynerchuk says, he saw a unique opportunity - to serve a fundamental shift in how marketing works, and what large brands need to survive. Big brands, he says, must move at the speed of culture. And they frequently don't."
"He points to a pivotal moment from 2013, when the lights went out during the Super Bowl and Oreo quickly tweeted "You can still dunk in the dark." (It was produced by creative agency 360i.) The tweet became the viral moment of that Super Bowl, back when brands were still learning how to play on social media. Within minutes of that tweet going live, Vaynerchuk sent a company-wide email with just one line: "Our company has changed forever.""
ChukMedia, formerly The Sasha Group, has been rebranded to serve enterprise clients exclusively and operates alongside VaynerMedia in focusing on large brands. The agency already works with Subway, Utz, and DripDrop. Large brands suffer from slowness: many still debate creative concepts for weeks and rely on traditional marketing rhythms. Social-first, rapid-response marketing demonstrated its value in moments like the 2013 Oreo Super Bowl tweet. Speed, volume, and relevance at scale are now central requirements, creating demand for agencies built to move at the pace of culture.
Read at Entrepreneur
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