Stephen Traversie

Internet culture versus pop culture, what’s the difference? A client recently asked SPCSHP about pop culture versus internet culture. This was such a great question that sparked interesting conversation with our crew. Too good not to share. In under a decade we’ve gone from seeking the hottest cultural news from sources like TMZ or Us Weekly to an always-on, fluid hit of cultural need-to-knows through our social feeds. This shift created an interdependent relationship between pop and internet culture. How so? Remember when Beyoncé dropped Texas Hold ‘Em in February? If you’re a TikTok user, you also recall your feed was inundated with dance trends, playing off her song. Everyone wanted in! There’s even Texas Hold ‘Em Dance Fit tutorials. Don’t believe it? Search it up. In that moment, pop culture informed internet culture. But what about the flip side of that, where internet culture has informed pop culture? Remember Tube Girl, the confident TikToker who danced her way through London tubes (who doesn’t). Tube girl a.k.a. Bahsoon is now a M.A.C. cosmetics girl too. The brand jumped on the opportunity to partner with her and feature her in their London Fashion Week runway show. So, to answer the question of what’s the difference between internet culture versus pop culture…you tell me.

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"Your tone is too familiar." These words from a Country Manager of our largest client, less than 30 days into my advertising career, taught me one of my most valuable professional lessons. Fresh from six years in hospitality across Thailand and the US, I thought I had mastered the art of client interaction. The Work-in-Progress meeting seemed normal enough - productive discussions, typical project challenges, good rapport. Or so I thought. The next morning, sitting across his imposing desk, coffee in hand, came the feedback: I had been too familiar during the meeting. Coming from hospitality where "sir" and "ma'am" were second nature, this blindsided me. What exactly had I said? To this day, I still can't pinpoint the moment. The irony? Years later, this same Country Manager became a drinking buddy. We never mentioned that meeting again. 📚 Textbook Chapter: Client Relationship Management 🌪️ Real World Case: "The Day I Was 'Too Familiar' With a Client" 🎓 What They Teach: - Follow formal client communication protocols - Maintain professional distance - Adhere to industry hierarchies 🔥 What I Learned: - Context and industry culture matter more than rules - Sometimes you need to break the rules to learn them - Professional relationships evolve, but first impressions matter #AgencyLife #ClientRelations #MarketingLessons ✍️ Creation Note: Authentic stories from my career, refined with LLMs and Generative AI assistance. Embracing new tools while keeping it real. Let me know if you'd like to know more about this hybrid creation process!

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I'm hiring. Please signal boost. 🚀 Head of Business Development - Join ÜberStrategist! 🚀 Are you a fearless, high-energy, consultative sales professional passionate about the video game and entertainment industry? ÜberStrategist, a multi-award-winning PR and marketing agency, seeks an exemplary Head of Business Development to join our team! About Us: ÜberStrategist specializes in PR and marketing for video games, entertainment, and technology clients worldwide. We're a remote-first company with a fun, energetic, and hard-working culture. Our showcase: https://lnkd.in/eKFk5jk9 Role Overview: Position: Head of Business Development Type: Fractional Contractor (with potential for a full-time) Location: Remote (Europe, North America) Compensation: Base, commission, additional profit-share for shattering sales goals Key Responsibilities: Lead Generation: Consistently generate well-qualified leads and new business for our agency by finding new opportunities and expanding those with current and previous clients. Sales: Thoroughly understand our services and sell appropriate (often multi-faceted) solutions. Relationship Builder: Maximize opportunities to connect online and at in-person events, alone and with company leadership, fueling decision-maker interest in working with us. Then, follow up and convert those opportunities.  Effective Communication: Listen to potential clients, accurately translate needs to the service delivery team, contribute to client-winning proposals, and negotiate mutually beneficial deals. Ideal Candidate Traits: High Standards: Exceptional integrity, ethics, discretion, and attention to detail. Competitive and Goal-Oriented: Loves to win. Hates losing. Sets and achieves ambitious goals. GSD: Has a high sense of urgency and big life goals with a trajectory of success. Problem Solver: Comes prepared but is agile and adaptable, applying lessons from past successes and failures. Industry Savvy, Always Learning: Multiple years of video game and entertainment industry experience working with diverse clients, but also keeps up with emerging industry trends. Thrives in Chaos: Self-directed, excels in a fast-paced, deadline-driven environment. Process Focused: Works hard and smart. Develops and refines effective sales processes and leverages technology and tools sensibly.  Client-Focused Team Player: Values fun and collaboration while working hard for clients. Prior Contracting Experience: Ability to accurately draft, summarize, review, and effectively negotiate client contracts and legal agreements. Why ÜberStrategist? We are a spectacular, multi-award-winning agency that consistently delivers client-pleasing results. We are a veteran-owned, women-led company that’s grown tremendously despite relying mostly on word-of-mouth and client referrals. Accelerate our growth to take us to the next level while helping amazingly creative clients achieve greater success. Apply here: https://lnkd.in/eamATC8N

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Recently, I found myself in a bustling coffee shop, where amidst the aroma of freshly brewed coffee, my gaze was drawn to a triple-height wall signage. It boldly proclaimed: "WE MAKE YOUR DAY..." Yet, what caught my attention were the last three letters, standing out in stark clarity, while the rest of the phrase blurred into the background: "D-A-Y." In that moment, a philosophical reflection washed over me, reminiscent of Stoic teachings. 💭 Life, much like this sign, often presents us with moments of clarity amidst the blur of everyday existence. It reminds us of the power we hold to shape our own experiences and perspectives, even in the face of uncertainty and adversity. The Stoics remind us that while we cannot always control the external events that unfold around us, we have absolute sovereignty over our inner realm - our thoughts, attitudes, and responses. 🌱 "D-A-Y." Each day is an opportunity, a canvas upon which we can paint our own narrative of resilience, growth, and gratitude. It's a reminder to focus on what we can influence, to find meaning and purpose in the present moment, and to cultivate a mindset of resilience and gratitude, no matter the circumstances. Let us MAKE OUR DAY, not just in grand gestures, but in the small, intentional choices we make each day. Let us infuse our lives with purpose, passion, and positivity, turning every moment into an opportunity to shine. ✨ #StoicWisdom #MakeYourDay #PhilosophyOfLife #Gratitude #Resilience #MindsetShift 🌞

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I’m meticulous about hiring for my team because I’m committed to building the best team in NAM—one that operates with integrity for our clients, the business, and themselves. Here’s what I look for: 1. Curiosity - Asking the right questions and listening well to uncover insights and understand client needs. 2. Creativity - Finding innovative ways to overcome objections and add value, helping us stand out in the market. 3. Work Ethic - Proactively pursuing our mission with energy, consistency, and commitment to achieving team goals. 4. Passion - Bringing enthusiasm and resilience, not only for the role but also for personal growth and interests. 5. Coachability - Being open to feedback and adaptable, which drives continuous improvement in our fast-paced environment What are some of things you look for when hiring for a team?

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If ppl are willing to pay, I'm sure Disney will be happy to take their $$. But I wonder if it's good for Disney's brand in the eyes of those who pay approx $200/day to stand in long lines? Disney's concocted a lot of options for ppl to avoid long waits (Lightning Lane Premier Pass, Lightning Lane Single Pass, Disney Genie, Lightning Lane Multi Pass, etc.). That's good for ppl who can afford to maximize their Disney Experience time (and don't mind having to consult their phones constantly to figure out their "game plan" for the day). Upping the price will also lead to fewer people in the park...also good for reducing wait times. But the middle-class family of 4 is finding it increasingly difficult to step foot in the Happiest Place On Earth. Whether or not that leads to the kind of resentment that bruises Brand Disney remains to be seen. But a word of wisdom to Disney's C-Suite: Listen to your bread-and-butter middle class families as intently as you watch your stock price. https://lnkd.in/gQHwrZeG

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When you master communication - the vision becomes clear. When the vision becomes clear - action flows. #leadership

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When will Target launch singles shopping hours for its stores? (Or perhaps this is how Starbucks reclaims the third place.) Here me out: 1. We are emerging from a loneliness pandemic. 2. Dating app usage is plummeting (Bumble, Match, etc. use and revenue is down) 3. Gen Z (as young generations who have come before) gravitate to in-store shopping as a social experience 4. Young people, at least on TikTok, are literally asking, how do I meet people in real life? Bonus point to the retailer who figures out how to connect these dots first. https://lnkd.in/gaPzK_8k #retail #strategy #dating #GenZ

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This restaurant review made me laugh out loud (no mean feat early in the morning midweek). Then, it made me sit back and contemplate on two points that are very much in my brand strategy wheelhouse. 1. Value propositions. Value props, in order to be, uhhh, valuable, need to state what you do that's different. More important, though, they need to state how that fulfills a critical need for a certain type of person. Clearly, this chef's value prop was 'innovation and pushing the food experience forward'... but what he appears to have forgotten is the 'needs to taste great so people actually want o eat it' bit. Captain Obvious? Yup. And yet, over and over again, investors tell me that entrepreneurs fail to consider if their value prop is actually looking at things from the suffering customer's perspective. 2. Writing. Great writing reminds us how awesome it is to be human. Information can be art. It can inspire us, pull every emotion imaginable out of us, and leave us wishing we could connect thoughts and express them that well. This writer is amazing. That's real human intelligence, not the artificial kind. #brandstrategy #brand #copywriting #valueproposition #brandsinvestorslove https://lnkd.in/gryFED5h

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✅🖥️ Fortune (6/20): “For a $10 monthly subscription fee, Jetflicks users could watch shows on multiple devices and platforms within days of new episodes appearing on legitimate services and channels, authorities said. The indictment states that the site obtained content from pirate sites such as SickRage, (also known as SickChill), Sick Beard, SABnzbd, and TheTVDB and offered it up in one place to subscribers. At one point, Jetflicks claimed to have more than 37,000 paid users and 183,200 episodes of television. Authorities estimated the monetary harm to program owners to be in the millions. (Defendants) also launched iStreamItAll, which allowed users to stream and download TV and movies, the indictment states. iStreamItAll (ISIA) subscription plans had a monthly fee of $19.99, plus quarterly, semi-annual, and yearly options. Similar to Jetflicks, ISIA did not have permission to provide content, officials said.” ⬇️ #streamingtv #fraud #piracy #ctv #ott #svod https://lnkd.in/eXXBfYeY

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🔊 Holy smokes, y'all. Ed Zitron with another banger just yesterday. 🔊 https://lnkd.in/g8PkhG5q I simply cannot tell you how much I feel like Ed is capturing my thoughts. I worked directly with Google for 18 years. Managed billions of dollars in paid search, DV360, YouTube, DBM, Invite, Pmax (FKA Google Content Network where you had your search ad copy generated into a 300x250 image of toilet paper that we now call a banner ad). Managed SEO, used any other Google Ads product that you could name. His post yesterday on the Google news last week is FIRE. Context, I shared this last week and how much 🔥 it was then I did not know. https://lnkd.in/gFzaZytE Zitron yesterday: "There is a compelling case to be made that we are watching the slow, painful collapse of Google — a company best known for a transformational and beloved product it chose to ruin, helmed by a management consultant that has, for the most part, overseen the decay of its brand. Google has not had a meaningful new product in over a decade, with its most meaningful acquisition in years involving it paying $2.7 billion for an AI startup that barely made any money specifically to hire back a guy who quit because he was mad that Google wouldn't release an early version of Large Language Models in 2021. This is a company bereft of vision, incapable of making money without monopolies, and flailing wildly in the hopes that copying everybody else will save itself from perdition — or, I should say, from the Department of Justice breaking it up. Google is the monster that Sundar Pichai and Prabhakar Raghavan wanted it to be — a lumbering private equity vehicle that uses its crooked money machine to demolish smaller players, except there are no more hyper-growth markets left for it to throw billions at, leaving it with Generative AI, a technology that lacks mass-market utility and burns cash with every prompt. We are watching the fall of Rome, and it’s been my pleasure to tell you about how much of it you can credit to Prabhakar Raghavan." WOW. ED HAS ME WRITING IN ALL CAPS AND I NEVER DO THAT RIGHT Harrison Flowers. 🌷 Ed even leaves us with a teaser for next week! 👀 "I am hypothesizing here, but I think that Google is desperate, and that its earnings on October 30th are likely to make the street a little worried. The medium-to-long-term prognosis is likely even worse. As the Wall Street Journal notes, Google's ad business is expected to dip below 50% market share in the US in the next year for the first time in more than a decade, and Google's gratuitous monopoly over search (and likely ads) is coming to an end." Side note, Ed Zitron, I also met Shingy. I attended a conference and he was there but I'm pretty sure he had more hairspray than my 8 year old. But hey Tim Armstrong was at Google before AOL so.... Either way, my true digital prophet is Shiv Gupta and he hasn't needed hair product in a minute. Ya'll need to meet. 😏

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As a proud Swiftie and Era's Tour attendee, it's bittersweet to see this epic tour officially come to an end. The Era's Tour unlike any other, and there is no doubt the it left behind not just cultural moments but powerful business insights 💡. Here are my key takeaways from this record-breaking (grossing $2B+ - wow) global phenomenon: 🎤 With an estimated $4.6 billion added to the U.S. economy, the tour showcased how one venture can uplift entire industries, from hospitality to transportation. Investing in experiences creates ripple effects across sectors. 🎤 Taylor cultivated an unparalleled sense of connection with her fans, proving that understanding and engaging your audience deeply can drive both demand and long-term loyalty. 🎤 From packed stadiums to viral moments, Taylor balanced the scale of a global tour with consistent quality, demonstrating how to expand while maintaining excellence. 🎤 Beyond ticket sales, the tour thrived through merchandising, media tie-ins, and streaming, highlighting the importance of diversifying income streams in any business. The Eras Tour wasn’t just a concert series—it was an economic and business blueprint for success.

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On Thursday, I packed my bags and left my full time job for the last time. When I was 15, I opened Adobe Illustrator for the first time. When I was 16, I launched Caleb Nugent Design Company. At 17, I tried to use CNDC as my escape out of full-time work; God told me to wait. That’s it. Wait. Wait for what? Wait till when? Why? All questions I didn’t get answers to. When I was 19, I moved design jobs, still working full time. Got married months later. Best day of my life. 6 months goes by, God tells me it’s time to go. CNDC is alive again. I never set a small goal in business. At 20, I was going to use the biz to pay off our new car. Didn’t even make a dent. Got maybe one month ahead. Made very little money that year. Worked no less than 60 hours/week. Usually 70 or 80. Didn’t know what to work on. Didn’t know how to run a business. Didn’t know how to do anything. Turned 21. Exhausted from last year, completely out of motivation, don’t even know what I do anymore. Time to give up? Well obviously I can’t do that, because all the big guys say that you just gotta hang on a bit more. So I keep chugging, but with a tank half full. Still working full time. One day the phone rings. And then it rings again. And it keeps ringing. Suddenly there’s work to be done and people have healthy budgets. Real money starts to hit the bank account. We have a beautiful daughter and buy a beautiful house. Life is absolutely wonderful. Expensive, but wonderful. Today, I pursue something I believe in. Something I’ve fought for, something I’ve poured into. Today, I leave full time work for the first time (I’m a young guy so it hasn’t actually been all that long) and put all my attention into one thing. This thing. One more big announcement coming just a bit later this week, but things are swell. Pumped for the future, and excited to fight through life as an agency owner.

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"Mom-inspired" social media tips with a twist and styled with motherly wisdom! Happy Mother's Day. 🌻💜 Tip 1: “If you don’t have anything nice to post, don’t post anything at all.” 🫣 Just like Mom always said about saying nice things, the same goes for your brand’s social media. Keep your content positive, engaging, and kind to attract the right kind of attention. Tip 2: “Always wear clean underwear, you never know who you might meet.” 😬 In digital marketing, your website is like your underwear—always keep it clean and presentable. First impressions count, and you never know when a potential client is going to check you out online. Tip 3: “I don’t care who started it, I'm going to finish it!” 😳 Moms know best when it comes to resolving conflicts. On social media, always take the high road with customer complaints. Resolve issues swiftly and publicly to show you care. Tip 4: “Were you born in a barn? Close the door!” 😤 Similarly, don’t leave your digital campaigns open-ended. Always include a clear call-to-action. Guide your visitors on what to do next—whether it’s signing up for a newsletter or following your page. Tip 5: “You can’t have dessert until you finish your dinner.” 🙄 In the world of digital marketing, make sure you’ve done the hard work (great content, solid SEO, effective ads) before expecting the sweet results (conversions, sales, engagement). Hard work first, rewards later! What's one of you mom's favorite sayings?

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In partnership with Meta, our first Ad Age The List article has been published. I, along with other leaders, Helga Sasdi, Suzanne Powers, Emily Doskow, Elizabeth D., Marissa Nance, Kwame Taylor-Hayford, and Karan Dang, examined how AI and the tech revolution are shaping internal and external brand identity. In today’s fast-changing, location-agnostic business environment, culture building can feel like a particular challenge. By using advancements in artificial intelligence and applying social awareness lessons from diversity, equity and inclusion initiatives, we argue, companies can begin to future-proof their business across talent acquisition, cross-functional collaboration and customer engagement using “culture” as a tool. https://lnkd.in/gC_ScDsG

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This great article from my colleague at VaynerMedia EMEA, Su May Tan, highlights how social is shift what "good" creative looks like. A handful of people in the boardroom "crafting" perfection doesn't make effective work for a world where the algorithms enable people to organically discover content based in their interests. Check out the article below and find out more about why using niche social audiences to find right is a smarter move than going all-in on one objectively perfect aesthetic and hoping it works.

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