Jeff Rosenblum

You want real performance? Go micro. Smaller creators. Better content. Real trust. And none of it matters unless you’re putting paid media behind it. Full stop.

Want to know the dirty secret about macro influencers? They’re a nightmare to work with. Sure, they’ve got reach. But most of the time, it’s all show and no substance. They’re hard to schedule, impossible to direct, and the engagement numbers rarely justify the cost.

That’s what Sundays for Dogs is doing. That’s what Chewy is doing. Not just responding to the purchase, but showing up during the moments that actually matter. That’s how you build brand champions.

When you’ve got the insight and the empathy to look at every touch point, it creates unstoppable brands. Great branding isn’t about chasing attention. It’s about spotting the friction—big and small—and turning it into empowerment.

Because now they know exactly what worked, why it worked, and how to build something better next time. Data doesn’t kill creativity. It accelerates it.

For example: “This RTB had the highest hook rate in Q2. Let’s try combining it with the winning visual from Campaign B.” When creatives are given real, usable insights, they love it.

How do you actually get a creative team to integrate data into their thinking? Most creatives didn’t get into advertising because they love data. But what if data made the ideas better? What if it didn’t overwhelm—just guided? Here’s the move:

In travel, you don’t compete once a year. You compete every single day. The best brands don’t launch campaigns. They show up every day like a publisher.

→ 89% are using social → 74% are posting travel-related content If your content strategy doesn’t match that timeline, you’re missing the moment.

The biggest recommendation that Jordan Berg and I have for the travel space is that you have to be “always on”. Let’s break this down: While you’re on vacation, you’re dreaming about the next vacation. That’s why the idea of seasonal campaigns in travel is outdated.

Most Fortune 1000 brands are still stuck in the old TV muscle memory. What we help them do is see through the lens of the customer—not the CMO. And the customer lives on social. Not in the 30-second spot.

The DTC brands aren’t beating legacy companies because their model is better. They’re winning because they were born in the Always On era. Their teams know how to move fast. They launch content frequently. They don’t rely on one big expensive campaign.

Stick with the old playbook, and you’re just burning ad dollars. Catch the new episode of Brand Champions here: youtube.com/watch?v=mNME-Z…

Meta knows this. TikTok knows this. And your audience definitely knows this. That’s why Always On content isn’t optional—it’s a requirement. Fresh content drives engagement. Engagement drives interest. Interest drives conversion.

Repetition kills performance. Once a piece of content is shown 4 times, engagement drops 45% almost instantly. If you take the TV playbook of repeating the same ad 10,000 times and try to apply it to social, your performance literally drops in half.

Huge time savings. Huge cost savings. Total game-changer.

Here’s a smarter way to use AI avatars: Film an actor once, bake in the rights, and later update the messaging without a full reshoot. If your product’s RTBs change, you can now swap out their lines and test different versions at scale (in days, not months).

Watch the full episode right here: youtube.com/watch?v=iGW7U-…

Instead of guessing, we can now measure exactly what works: hook rates, CTAs, colors, formats, etc. Then we can combine the best-performing elements and build better ads faster. The data is here. Use it or fall behind.

AI’s ability to learn from creative data can 10x your ad performance. Optimizing creative has traditionally been a tedious and tough job. Not anymore. Platforms like Motion and Allison.ai are finally changing that.