Speaker 1: What's up on Laura Currency and I'm Alexa Kristen. The
Speaker 1: next few episodes, we're gonna be bringing founders and CEOs
Speaker 1: of independent agencies. Why because it's so important, especially since
Speaker 1: this last year, that founders and CEOs of independent agencies
Speaker 1: are found are found by the Atlantea community. These people
Speaker 1: have in some cases bootstrapped their businesses for years, have
Speaker 1: gone through amazing kind of links to do things like
Speaker 1: become a b corp, to create completely new experiences for
Speaker 1: emerging technologies that we all are experiencing, and to represent
Speaker 1: a whole new wave of celebrity. So the next few episodes,
Speaker 1: we're really going to be celebrating independent agency founders and
Speaker 1: our first person up Julie Hunt, CEO and founder of
Speaker 1: Hunt and Gather. But before we get into our interview
Speaker 1: with Jolie, we've been thinking about a lot of things
Speaker 1: and we just want to talk. You and I have
Speaker 1: been having a number of conversations about what are the
Speaker 1: bets that we'd make if we were sitting in the
Speaker 1: conference room together, regardless of the brief, but really exploring
Speaker 1: the formats and new opportunities that we're seeing in the market.
Speaker 1: And one of the things that has me really thinking,
Speaker 1: and I don't think anybody is prepared for what I'm
Speaker 1: about to say. Um, but that's direct mail. You know,
Speaker 1: this idea that we can use technology on analog formats
Speaker 1: to break open a conversation. We've got smart speaker adoption,
Speaker 1: uh increasing, you know, things streaming in the background, all
Speaker 1: of these mediums for a piece of content to light
Speaker 1: off of. And I am just waiting for somebody to
Speaker 1: take a catalog, take a postcard, and turn it into
Speaker 1: something more. It is so smart this idea and also
Speaker 1: rebooting this idea of attribution data personalization specificity. You want
Speaker 1: to blow the doors off brands, blow the doors off there.
Speaker 1: I think there's been brands that have done tremendous jobs
Speaker 1: of taking data and localizing the data to tell stories.
Speaker 1: But if you get it down to the ZIP plus
Speaker 1: four to my address, right, if I'm a customer who's
Speaker 1: raising my hand and actively ordering things, and I'm ordering
Speaker 1: things more than ever before, you know which, which kind
Speaker 1: of leads me to to my next thought is in
Speaker 1: home the new out of home. When you think about
Speaker 1: all of the things that are coming be at Amazon,
Speaker 1: packaging or otherwise, isn't it interesting to think about how
Speaker 1: to deconstruct the box, to reverse engineer commerce, to tell
Speaker 1: me a story, to pull me back in yes, or
Speaker 1: to talk to other people bull. I think the boxes
Speaker 1: that are showing up on our doorstep as as a
Speaker 1: result of having to do more from home, the new
Speaker 1: billboard your whole point about like in home is the
Speaker 1: new at at home. I think in home is probably
Speaker 1: the better at a home because you're literally physically holding
Speaker 1: something you either purchased you may be interested in in
Speaker 1: your hand. It's interesting to think about when a package
Speaker 1: arrives at my door, it is not the end of
Speaker 1: the journey. It is the beginning of the next step.
Speaker 1: That's exactly right. That's exactly right. Okay, what's next on
Speaker 1: your list? Well? In speaking of in home is the
Speaker 1: new out of home? In home has also led to
Speaker 1: many hours spent recently in the social audio space. So
Speaker 1: I know, um, you and I have been talking quite
Speaker 1: a bit about clubhouse. I was recently listening to Whitney
Speaker 1: Wolf heard when when she I p o drop in
Speaker 1: and talk about what that experience was like in what
Speaker 1: would normally have required me to pack a bag by
Speaker 1: a ticket, plane ticket, conference ticket and no opportunity to
Speaker 1: actually join the conversation. That's exactly right. And I think,
Speaker 1: you know, we talked about this early in the pandemic.
Speaker 1: People are accessible right now in general, by the way,
Speaker 1: they are quite literally mostly at home. And so I
Speaker 1: think that the thing is now, this technology is allowing
Speaker 1: people to have this actually tangibly have a sense of
Speaker 1: that access to anyone. That's not going to go away
Speaker 1: when we get past COVID and being at home all
Speaker 1: the time. What I think though, is the one of
Speaker 1: the driving forces behind this is actually the creator economy.
Speaker 1: I mean, look at sub stack. Well, I was just
Speaker 1: gonna say, these platforms are becoming the new discovery engine.
Speaker 1: It's the new discovery engines for expertise, for i P
Speaker 1: for talent, thought leadership, thought leadership, etcetera. But it's exciting
Speaker 1: about social audio is that somebody's are sitting shoulder and
Speaker 1: shoulder with nobody's well. And the thing I think is
Speaker 1: interesting too write if you you start to look at
Speaker 1: time spent just because we have attention and just because
Speaker 1: consumers are spending time with our message, with our story,
Speaker 1: with our product, is a time well spent. That's right.
Speaker 1: Thing I think that's interesting a by the social audio
Speaker 1: environment is will there be indicators that tell us that
Speaker 1: it is time well spent and and starting to kind
Speaker 1: of pull apart these new insights that are like, this
Speaker 1: is what people really want to talk about. And I
Speaker 1: think we've talked about the idea of like being an anthropologist, right,
Speaker 1: Like you can go into these platforms and pull out
Speaker 1: insights in real time that can be informing what you
Speaker 1: do and how you show up as a brandom. I'm
Speaker 1: seeing in the Twitter feed is collaboration over competition, right
Speaker 1: A same we've we've been talking about for years. By
Speaker 1: the way, happy for your anniversary at Landia. Happy, I
Speaker 1: thought that was to me and to Atlantia to you
Speaker 1: to my cost, Yeah, thank you, Happy anniversary anyway. So
Speaker 1: I think what's really interesting is the thread that I'm
Speaker 1: seeing under social audio. There is a ton of money
Speaker 1: out there to be made tons at the same time,
Speaker 1: tons of people are out of job. At the same time,
Speaker 1: tons of people are starting to find what they love
Speaker 1: and are good at and how to monetize it. So
Speaker 1: there's really interesting kind of tension and all of this
Speaker 1: access is going to be a grand accelerator. That's exciting,
Speaker 1: you know, and talking about access. With access, there's influence
Speaker 1: and our guest today has been a curator and convener
Speaker 1: of influence um for quite some time in our industry,
Speaker 1: and it is probably one of the best at it.
Speaker 1: The thing that I think that is so interesting about
Speaker 1: Jolie and Jolie's business is that Jolie is not someone
Speaker 1: who is dealing with a bunch of reps for influencers.
Speaker 1: She actually has the relationship ship with these people. So
Speaker 1: whether it's from DC to publishing, to the government, to celebrity,
Speaker 1: to chefs, to this to that, it's because she's actually
Speaker 1: created her own universe, her own universe of relationships, and
Speaker 1: she's connecting those people to interesting other relationships, whether that's
Speaker 1: with brands or what that other celebrities or other people.
Speaker 1: More brands, more marketers need to think about the relationship
Speaker 1: not only with the consumer like this, but how what
Speaker 1: can you do to connect your buyer, your consumer, your
Speaker 1: customer with other relationships that are meaningful. The industry is
Speaker 1: talking about n f t s non fungible tokens all
Speaker 1: over the place. The industry is talking about new i
Speaker 1: P accelerated by technology. We should be talking about new
Speaker 1: I P created by relationships and how important it is
Speaker 1: at this point and to Laura's point around direct mail,
Speaker 1: we the industry has an opportunity now to take a
Speaker 1: very broad channel and make it a personal experience, and
Speaker 1: that includes access and relationships. Before we go into our
Speaker 1: conversation with Jolie, we are going to check in with
Speaker 1: our partners at yield MO for the fourth of our
Speaker 1: four part discussion around making attention actionable. We are here
Speaker 1: with Lisa Bradner, GM of Analytics and Teddy jot D,
Speaker 1: head of Product. So, Lisa, we as an industry have
Speaker 1: the opportunity to think about not just having people's attention,
Speaker 1: but really thinking about retention and comprehension and understanding the
Speaker 1: incremental long term impact of the work that we do.
Speaker 1: Any thoughts on that, I would go back to why
Speaker 1: I say you can't throw out reach and frequency. Frequency
Speaker 1: still matters. The problem is as we've built everything in
Speaker 1: our industry on averages. I mean I was in an
Speaker 1: agency we say, oh, yeah, the average we could say
Speaker 1: a seven. I mean that was just like kind of
Speaker 1: pulled out a thin air, and then we apply it
Speaker 1: to absolutely every brand, every campaign, every everything. Even though
Speaker 1: that's a sixty second spot. That's a thirty second spot
Speaker 1: that was an ad on social media. I mean, you know,
Speaker 1: we've we've kind of, in my opinion, been lazy and
Speaker 1: applied averages as opposed to individuating. And again, this is
Speaker 1: where if you can process the data in real time,
Speaker 1: I can start to see that. You know what Laura's
Speaker 1: frequency for mac and cheese is three. She stops paying
Speaker 1: attention after that, right, So don't serve her four or five,
Speaker 1: six and seven because she's not paying any attention anymore. Um. Teddy,
Speaker 1: he's more like five because he's distracted and he's doing
Speaker 1: a lot of other things. So we'll cut Teddy off
Speaker 1: at five. Right. Um? These are you know, are are
Speaker 1: they perfect? No? I still go back to brand lifts
Speaker 1: studies and brand affinity studies. We can do those in
Speaker 1: our marketplace in real time. You don't have to wait
Speaker 1: six months and spend a hundred thousand dollars to get
Speaker 1: that study. Um. And I'd love to see people embrace
Speaker 1: more of that real time learning, right. I think more
Speaker 1: brands actually have to create hypotheses and then execute on
Speaker 1: those hypotheses, and they have to be well formed. You know,
Speaker 1: that's where data and gut come together, put it in
Speaker 1: a hypothesis and run these tests and then start to
Speaker 1: actually get back some response. Well, this is what I
Speaker 1: think big brands can start to learn from the direct
Speaker 1: to consumer companies, right, which is you know, very often
Speaker 1: three people in a basement and a shoestring budget doing
Speaker 1: exactly that. You've got a product, we've got an idea,
Speaker 1: we've got a hypothesis about who it's for. Let's put
Speaker 1: it out and see what that does and see what
Speaker 1: it moves. Um, if taking more of those small risks,
Speaker 1: right we used to talk about right sellars are tried
Speaker 1: and true. Are you know some tests that you want
Speaker 1: to scale and ten per cent is? I don't know? Um,
Speaker 1: I would argue post COVID, it's probably you need to
Speaker 1: take that ten to twenty five because the old ways
Speaker 1: of working aren't gonna work. So take your budget and
Speaker 1: put it behind those hypotheses. You still got seventy left
Speaker 1: this idea that the the ecosystem of advertising, right, the
Speaker 1: pipes that you were talking about have been so fragmented.
Speaker 1: How do we bring it together? And I and I
Speaker 1: think when you talk about the other sevent what we
Speaker 1: do is we even frag meant this budget. Laura actually
Speaker 1: has a great quote that I love. Someone asked um,
Speaker 1: how much of my budget should go to innovation? She
Speaker 1: was like, all of it, because if you're not innovating
Speaker 1: and everything you do, I don't know why you're spending
Speaker 1: money instead of putting in a bucket called TV. Say
Speaker 1: what am I going to do differently in TV than
Speaker 1: I did last year? That's exactly right, absolutely, because that's
Speaker 1: when your reach and frequency, right, are actually turning into impact, right.
Speaker 1: And so how do advertisers start to think about actually
Speaker 1: smoothing smoothing these kind of fragmented and disparate you know,
Speaker 1: activity and bubbles. How are you guys helping to kind
Speaker 1: of create these smoother ecosystems. Some of the best advertisers
Speaker 1: I've seen out there, some of the best marketers I've seen,
Speaker 1: they approach advertising, you know, in a way that is
Speaker 1: about experimentation and tests. It's not just about trying to
Speaker 1: get incremental sales. They're they're really trying to learn more
Speaker 1: about their customers, and they're trying are always experimenting with
Speaker 1: these strategies and and and in doing this they get
Speaker 1: a better return, They generate more sales. But that's like,
Speaker 1: if you look at advertising as a way to innovate
Speaker 1: and invest and then learn more about your customers, you
Speaker 1: tend to be a better marketer and you tend to
Speaker 1: get more out of your advertising. I completely agree with that,
Speaker 1: and I think that we need to both of your points,
Speaker 1: Lisa and Teddy. I think that as marketers we have
Speaker 1: an opportunity to not think about advertising as a finite process.
Speaker 1: Lisa Bradner, Teddy Jwadi from yield Mo, thank you for
Speaker 1: being our partners. Thank you for coming on at Landia.
Speaker 1: Thank you for having us. Welcome back at Landia. Our
Speaker 1: guest this show. Laura and I quite literally met on
Speaker 1: top of a mountain in during CES or in a canyon.
Speaker 1: It was a canyon, Okay, to be clear, you're right, Okay, sorry,
Speaker 1: girls with details in a canyon on a plateau, private
Speaker 1: dinner with guitarist Lunch. Okay, sorry, okay, let's launch on
Speaker 1: a plateau grand canyon during CES. I'll get the year right.
Speaker 1: Julie Hunt, Welcome to the show. Jolie is the founder
Speaker 1: and CEO of Hunt and Gather. Jolie, Ladies, we've been
Speaker 1: about getting you on this show since I think we
Speaker 1: like first fell in love on that plateau. I think
Speaker 1: it's true, um although I think you just stopped calling
Speaker 1: it a plateau. As a PR person and as brand people,
Speaker 1: it's the actual Grand Canyon. We just I'm not trying
Speaker 1: to brand it. I'm not trying to brand it. I
Speaker 1: just want people to understand like we were in helicopters
Speaker 1: and we didn't like go to the ridge. We were
Speaker 1: in the so we met in Hunt Gather is a
Speaker 1: marketing communications agency. But I think what's so special about
Speaker 1: hung Gather is you are the influencer to the influencers
Speaker 1: that influence. That is the truth, right. Alexa and I
Speaker 1: were talking a little bit getting ready for this interview,
Speaker 1: saying like, when you get an invite from Julie, you're
Speaker 1: more focused on the fact that you got an invite
Speaker 1: from Julie than what the invite is too. And I
Speaker 1: think that just really speaks to the level of taste
Speaker 1: maker that you are in our industry, putting together and
Speaker 1: convening um thought leaders, influencers, experts to create these unforgettable
Speaker 1: not just experiences, but conversations and connections. Where did you start.
Speaker 1: Let's talk about that, Like before we get into the
Speaker 1: how like, where did you start? Start at the beginning,
Speaker 1: Start at the beginning. Well, look, I mean, I think
Speaker 1: the simplest answer is that both of my parents could
Speaker 1: talk to anyone, and they were both in sales jobs,
Speaker 1: and there was always a vibe, there was always energy.
Speaker 1: It was like, let's go do the thing, whether the
Speaker 1: thing was, you know, motorcycle riding or catching crayfish or
Speaker 1: my mom taking me to you know, haggle for a
Speaker 1: very very tiny gemstone on street in the city. And
Speaker 1: so I don't know. I think I think the simple
Speaker 1: answer is other people give me energy. Right. I want
Speaker 1: to be around people and it doesn't even really matter
Speaker 1: what kind of ball as long as they are kind,
Speaker 1: engaging and kind of down for whatever. Right. I think
Speaker 1: we're living through a moment. I'm sure we'll come to it.
Speaker 1: But there's so much conjecture about who you are in
Speaker 1: this digital sphere. And I've always been a little bit
Speaker 1: more analog in my taste, and and I like people
Speaker 1: in real life, right. And my my little adage is,
Speaker 1: you know, know if you're an energy giver or an
Speaker 1: energy taker. And if you're not sure of the answer,
Speaker 1: I'll tell you. How do you know, how do you know?
Speaker 1: You know? Right? You know if you if you walk
Speaker 1: into a room or you call someone and you're like,
Speaker 1: you know, your posture is a little bit taller, like
Speaker 1: you smile, you're not like like I don't want to
Speaker 1: talk to this person. And so I do think that, um,
Speaker 1: you got to pay attention to that. And so my, um,
Speaker 1: the accolades you've kindly bestowed upon me, I don't I
Speaker 1: don't know that there that they were as purpose full
Speaker 1: as you may think. It was like I just I
Speaker 1: liked who I liked, right, And it could be a chef,
Speaker 1: it could be a model, it could be a marketer.
Speaker 1: It really didn't matter to me. Um what people did.
Speaker 1: It was like, well why do you do that? Right?
Speaker 1: And so I think sometimes you know, some of my
Speaker 1: closest friends are people that I invited to something because
Speaker 1: I just thought they would be amazing. Um. And so
Speaker 1: I don't know, it's it's been a gas. How did
Speaker 1: that translate into a business, well but professional before we
Speaker 1: get to hunt and gather? How did it translate into
Speaker 1: your life as a I mean you were a chief
Speaker 1: marketing officer and communications How did that all translate? Look,
Speaker 1: my big break was when I started running communications for
Speaker 1: the ft right. So if I look at people in
Speaker 1: my life that are now I'm like, how did they
Speaker 1: let me do that? And you know, I traveled all
Speaker 1: over the world with the editor Lionel Barber, who remains
Speaker 1: a dear friend to this a I'm actually helping him
Speaker 1: launch his book, so you know, people come back. And
Speaker 1: I just had this amazing uh front row seat to
Speaker 1: um Global news and politics and so. And I really
Speaker 1: had a champion. I think that's the big secret here.
Speaker 1: And as somebody at a very tender age who said
Speaker 1: you do what you do, I would go in and
Speaker 1: you know, to the head of the Asia Society and
Speaker 1: they were, you know, fifty years older than I was,
Speaker 1: and I just did not want to see me, and uh,
Speaker 1: you know, and I was always very polite, and I said, um,
Speaker 1: you can dismiss me as much as you want. I'm
Speaker 1: the one who's going to get the thing done that
Speaker 1: we're trying to do. And I guarantee you you're gonna
Speaker 1: want to hug me by the end of this meeting.
Speaker 1: When I think, growing up in a newsroom, you just
Speaker 1: get a nose for hey, that that is the kernel
Speaker 1: in that whole story that is interesting, and I feel
Speaker 1: like that has has had some transference in my life
Speaker 1: for events or people or brands or partnerships were like
Speaker 1: who woa woa waa, Like hold on that that thing
Speaker 1: in line six that you has rolled over, that's actually
Speaker 1: the money shot, right and so um from the FT,
Speaker 1: I went to Reuters and so Reuter's and Thomson Reuters
Speaker 1: became really the grown up version of the f T
Speaker 1: job that I had, Right, I ran Global PR and
Speaker 1: then I took on Brand. I moved to London for
Speaker 1: a couple of years, and and that was the job.
Speaker 1: I got that job at thirty, and that was the
Speaker 1: job that really gave me a platform to bring people along, right,
Speaker 1: And and I just never had an issue playing nice
Speaker 1: with others. It was like, hey, there's there's enough, but
Speaker 1: I just want to do the work. And I feel
Speaker 1: like it was like the golden era of work being
Speaker 1: about the results you can produce in about the politics.
Speaker 1: And I was recruited to a O L. You know,
Speaker 1: it was the first time I was a CMO at
Speaker 1: a publicly traded company, and from like week three, it
Speaker 1: was really not a fit. And look, it took me.
Speaker 1: It took me the better part of a year to
Speaker 1: get over that experience, and like, had I not had
Speaker 1: such a support of husband and like home life to
Speaker 1: kind of weather that moment um, and like a beautiful
Speaker 1: thing happened. I know, you just had Malcolm on um
Speaker 1: a few months ago, but I got I got a
Speaker 1: call from Jacob Weisberg, who was running Slate, and I
Speaker 1: got a call from Tina Brown, who was running The
Speaker 1: Daily Beast, and and they said a version of the
Speaker 1: same thing. Tina said, I love your fabulous I don't
Speaker 1: know what the funk is going on over there, but
Speaker 1: but I need you to come with me to Davos
Speaker 1: and plan a dinner for Melinda Gates. Pack your bags.
Speaker 1: And I was like, all right, um, great, I'm free.
Speaker 1: And Jacob said, hey, we're doing this thing with Ge
Speaker 1: and we're doing this road show around Middle America and
Speaker 1: we need someone to like wrangle the mayor's and some
Speaker 1: press and like a whole bunch of town halls. I
Speaker 1: was like, oh, you know, you need a cruise director,
Speaker 1: like perfect I can be your cruise director. And so
Speaker 1: this this beautiful thing started happening where friends, mostly friends
Speaker 1: from media, started calling and saying, hey, I've always wanted
Speaker 1: to work with you. I could never really afford you
Speaker 1: as a you know, full time all singing, all dancing,
Speaker 1: So could we do this project? So, by the way,
Speaker 1: full circle moment, I worked on the road show for Growth.
Speaker 1: It's heard here that's amazing. So that just as I
Speaker 1: was listening to you talk about it, I'm like, how
Speaker 1: has it taken until this point to realize we were
Speaker 1: always destined to be on the road show to something together? Jolie.
Speaker 1: But I want to go back to something you said,
Speaker 1: right You said you just know how to get in
Speaker 1: an execute. And Alex and I talk a lot about
Speaker 1: the conceptual side of the business, and there are so
Speaker 1: many great ideas that exist in the world. But being
Speaker 1: able to to land the plane, that's magic. And we've
Speaker 1: just seen you consistently do that in all sorts of
Speaker 1: capacities and clearly some of the the names and company
Speaker 1: you were just talking about. I have to imagine the
Speaker 1: pressure that comes of putting on some of those events,
Speaker 1: but yet it seems like it just comes so natural.
Speaker 1: So how do you know how to execute? What's the thing? Can?
Speaker 1: Is there a secret formula that maybe is not so secret?
Speaker 1: I mean, I am a bull um. I mean, I
Speaker 1: just do not take no for an answer like ever.
Speaker 1: And I don't mean that is am uh, I have
Speaker 1: rough elbows. I actually feel like I am quite um
Speaker 1: kind in the process, you know, Like I feel like
Speaker 1: I'm I'm not I'm not a win at all costs
Speaker 1: type of person, but I am a get it done
Speaker 1: at all costs type of person. And I think it's
Speaker 1: also and again it sounds cheesy, it's just like the
Speaker 1: output is so important to me. It always has been
Speaker 1: so like people that can write decks all day and
Speaker 1: think big thoughts and strategize that like with literally like
Speaker 1: it's like watching pain drive for me, I started a
Speaker 1: business so I would never have to write a deck again.
Speaker 1: Ps I failed, Um, But I think that, I mean,
Speaker 1: I will, I will taunt you like a house until
Speaker 1: I can get it done right. So I'm trying to
Speaker 1: hire right now. And I have asked no less than
Speaker 1: fifty people for recommendations, and I follow up with their recommendations.
Speaker 1: I find them on LinkedIn, I find their emails, I
Speaker 1: write to them. So I mean, I think it's a
Speaker 1: I think it's like a pride thing. But I also
Speaker 1: I'm like that in my real life anyway too. It's
Speaker 1: like I sometimes don't even realize it, but I'm just
Speaker 1: I always feel like if I'm not moving forward, I'm
Speaker 1: moving backward. I love the fruits of people's labor standing
Speaker 1: for something and um and look, I don't get it twisted.
Speaker 1: I mean I've never I've never really thought there's like
Speaker 1: this epic nobility to this work, right, Like it should
Speaker 1: be fun, it should be light, it should be an experience.
Speaker 1: You should you should leave happier than when you came, right,
Speaker 1: And so I think for me, it's always been around like,
Speaker 1: how can how can this work that I do be
Speaker 1: a bright spot in someone's day? Right? And can they
Speaker 1: make a new friend? Can that friend ten years from
Speaker 1: now remind them of this this moment of generosity they
Speaker 1: shared or a stupid little joke. And so I have
Speaker 1: a lot of help, is the answer. Right. I have
Speaker 1: people around me who pride themselves on like getting that
Speaker 1: boulder up the hill, and they do it because they
Speaker 1: care about the same thing. I think, if you can
Speaker 1: have people on your side, they want to work hard
Speaker 1: for you. And that's always been my mentality. It's like
Speaker 1: the old you know, more bees with honey and and
Speaker 1: I've never understood why people don't just put a dollar
Speaker 1: of of something good in it. For others, You're thoughtful
Speaker 1: in how you think about getting those connections made um
Speaker 1: and where they're made. So how do you think about that?
Speaker 1: Like is there any method to your madness? Right or
Speaker 1: is it just a kind of natural inclination because you're not.
Speaker 1: I just want the audience to know this put and
Speaker 1: gather works for huge fashion houses to industrial companies like
Speaker 1: GE and IBM two, massive publishers, vice media companies, etcetera.
Speaker 1: It's not just brand and fluffy thought leadership. This is launching,
Speaker 1: this is launching products technologies. The thing that the differentiates
Speaker 1: people is like some people are just like that would
Speaker 1: be fun, and I'm like, I'm gonna make six calls
Speaker 1: right now and see if I could pull this off,
Speaker 1: and like we're just gonna do it. So talk about
Speaker 1: that that curation element of like do you go into
Speaker 1: planning these um experiences looking for a particular outcome or
Speaker 1: is there a general sense of feeling you try to
Speaker 1: create or conversation you're trying to, you know, make happen.
Speaker 1: I'd say fifty of the time I have a I
Speaker 1: have a rough sense of the palette, right, So I
Speaker 1: never have like this is what needs to happen. Um,
Speaker 1: I feel like there's it's a lot more art and
Speaker 1: science in that respect. I think I have, you know,
Speaker 1: eight thousand people in my my phone contacts, and um,
Speaker 1: I just have a weird brain for details and memories.
Speaker 1: Um I remember what someone was wearing, I remember the
Speaker 1: detail about their daughter, or you know what gave them
Speaker 1: heartburn when they were pregnant. And it's it's not put
Speaker 1: on rights, it's just sort of human nature for me now,
Speaker 1: I think I had to learn that early on a
Speaker 1: sidebars that I sold cars when I was in high school.
Speaker 1: It's like the hardest job I was. I was fifteen,
Speaker 1: I couldn't drive, I did not have a license, and
Speaker 1: I worked for a car dealership in a state, New York.
Speaker 1: And I swear this is what gave me this skill.
Speaker 1: And you would need these people on the lot that
Speaker 1: were coming to you know by a by a ner
Speaker 1: used Dodge car truck, right, And so they would come
Speaker 1: and they'd say their name and then three minutes later
Speaker 1: you would forget their name and I would think, like,
Speaker 1: how am I going to sell this person a car?
Speaker 1: If I just literally am not addressing them by name,
Speaker 1: and so I would I would ask for their license,
Speaker 1: and I didn't even need their license, by the way,
Speaker 1: and I would go and I would make a copy
Speaker 1: of the license, and I would literally just sit there
Speaker 1: and be liked red Red, Red, Red Fred, like I
Speaker 1: would sing the names. And I think as a result,
Speaker 1: I just got so good at remembering people's names and
Speaker 1: faces and what they said. By the way, how many
Speaker 1: cars yourself? How many cars as youself? Guys? I sold
Speaker 1: three cars the first day I sold cars. Ye, I
Speaker 1: knew it. I believe it. I got really good at
Speaker 1: like learning people's Like people will tell you anything you
Speaker 1: need to know about them, you just have to listen,
Speaker 1: right and um and my right. But people that want
Speaker 1: to network, right, which is I find such a weird
Speaker 1: kind of crass word you're going in to learn? Right,
Speaker 1: And it's like you could be in a room of
Speaker 1: a hundred and there could be one interesting person and
Speaker 1: like that to me is successful, Like that's a great
Speaker 1: night if you walk out of a place with one
Speaker 1: resonant relationship that didn't exist before you went there, Like,
Speaker 1: how great is that? I want to know how all
Speaker 1: of this it's a mindset. It's a mindset. It's a
Speaker 1: mindset and his behavior. How does it relate to your business?
Speaker 1: Do you think about taking on or not taking on clients? Yes, right,
Speaker 1: with the same kind of criteria. I mean, we have
Speaker 1: a really great range of clients and friends from birch
Speaker 1: Box to dal Jones to A T and T to
Speaker 1: Athleta to Universal Standard to Barry's boot Camp, UM to Amazon,
Speaker 1: and there's some really cool emergent tech brands UM. So
Speaker 1: I for me, it's never about the company. It's about
Speaker 1: the people. And if I also then happen to love
Speaker 1: the company, then I will consider it UM. And sometimes
Speaker 1: I make myself like the company because I'm just so
Speaker 1: obsessed with the person um. But you know, like like
Speaker 1: I'm going to do something with the fertility business. I
Speaker 1: literally know the like go to zero and then just
Speaker 1: keep going down about fertility Like I don't know anything
Speaker 1: about it, but I'm obsessed with the people behind it.
Speaker 1: And I'm like, you know what, it's it's right for revolution,
Speaker 1: and it's so important to women in our you know,
Speaker 1: age group and peer groups. So okay, I can learn that.
Speaker 1: And I think that the coolest thing about having your
Speaker 1: own company, which I can't believe I learned in my
Speaker 1: like mid late thirties, is like choice, right, I can
Speaker 1: work on like a juice brand, a fashion company, a
Speaker 1: big telco, like work with Kanye West. Like there's there's
Speaker 1: no two plans that you're like, oh, just dust off
Speaker 1: the plan for so and so and give it to
Speaker 1: like it's all custom and and it's really hard to recruit.
Speaker 1: And I'm recruiting. If anybody listening, what are you hiring for? Yeah,
Speaker 1: I'm hiring for people for ACE. People who are grounded
Speaker 1: in communications, who can instill confidence in clients and their teammates,
Speaker 1: and who either are pillar project managers or have amazing
Speaker 1: relationships in the world, just like ACE. Humans who are
Speaker 1: hot shit of the work, right, and that can be
Speaker 1: ten years experience, that can be twenty years experience, that
Speaker 1: can be two years experience. Right. I just hired three
Speaker 1: people last month, and so I'm really hiring sort of
Speaker 1: account director, senior account director VP levels. I want to
Speaker 1: talk about some of the things that you've said that
Speaker 1: really resonated with me, and I want to turn them
Speaker 1: into for brands how brand should think. So you were
Speaker 1: talking about selling amazing but I mean such a simple lesson,
Speaker 1: but selling and knowing something about them, caring and listening.
Speaker 1: How do brand start connecting at a time where connection
Speaker 1: has been completely right, bifurcated, demolished, It's confusing and now
Speaker 1: it also feels in some In some cases, I think
Speaker 1: a lot of brands feel like if they're trying to
Speaker 1: connect with their audiences or trying to connect with their buyer,
Speaker 1: did they can overstep but it can feel inauthentic and
Speaker 1: finding that that that kind of not only unique place
Speaker 1: where they can fill a role, but also real place
Speaker 1: I'm not gonna say authentic, but real place they can
Speaker 1: fill a role. How do you How do you think
Speaker 1: about that? How should brands think about that? I think
Speaker 1: I think we're in the in a moment where people
Speaker 1: want to feel spoken to and seen right. So I
Speaker 1: look at a project we just had the great pleasure
Speaker 1: of working on with Athletic, which is part of Gapping
Speaker 1: and an amazing b corps. You know, nineties percent women
Speaker 1: UM employed and female run and it's a business that
Speaker 1: really stands for something and they just expanded into truly
Speaker 1: inclusive sizing and UM they're certainly not the first and
Speaker 1: thinking about how they show up in that way. It
Speaker 1: was it was so simple yet so powerful, and that
Speaker 1: they decided to be truly inclusive and equal, so that
Speaker 1: the mannequins are inclusive. Right, that you're not going to
Speaker 1: Iraq in the back of the store on the you know,
Speaker 1: the back right if you're a size to X right,
Speaker 1: that is mixed in with the size xcess and um,
Speaker 1: all employees are getting training on how to make sure
Speaker 1: people feel welcome and seen and that it's a place
Speaker 1: for them. And so I think, look, I'm no expert
Speaker 1: at this, but I I think if you can just
Speaker 1: really think about and be in the shoes of the
Speaker 1: people that you are marketing to, selling to, understanding like
Speaker 1: how does this fit into their life? Is this a necessity?
Speaker 1: Is this a luxury? Like could you not buy clothes
Speaker 1: before unless you bought them online? Like that's a that's
Speaker 1: a major major breakthrough, right. It seems to also be
Speaker 1: the moment of collaborations and also just where where um,
Speaker 1: you know, two plus two equals five. I think about
Speaker 1: everything in terms of customization and how can you It's like,
Speaker 1: what's happening in the zeitgeist? What's the gut? What's like
Speaker 1: what are people talking about and how do you immediately
Speaker 1: catch that flame? And and how do you think about that? Right? Well,
Speaker 1: we have a lot of collaborations coming out of this.
Speaker 1: But before you go, we're gonna go to our game, Jolie.
Speaker 1: What would you kill? What would you get rid of?
Speaker 1: What would you buy? What would you do yourself? I
Speaker 1: would kill reply all and about a third to a
Speaker 1: half of all technologies right now that can reach me.
Speaker 1: I feel like in any given day, I have LinkedIn
Speaker 1: pings and people are texting me, people are slacking me.
Speaker 1: I'm on the zoom calls, I'm getting email like I
Speaker 1: just if anyone please don't invite me to clubhouse, Like
Speaker 1: just just don't. I'm never gonna go there, like I
Speaker 1: didn't go to Second Life, Like I just I feel
Speaker 1: like it's just it's like too much, you know, it's
Speaker 1: so so The thing that I would kill is like people,
Speaker 1: people repeatedly but in different mediums, trying to reach you.
Speaker 1: It's like, hey, I just slapped you on the text.
Speaker 1: It's like, okay, well give me four minutes and maybe
Speaker 1: I'll get back to It's so I don't know. For me,
Speaker 1: it's like it's like too much. I can't have a
Speaker 1: creative thought because I'm just like like batting away all
Speaker 1: of these ridiculous messages. I love the delete reply all.
Speaker 1: I love that. Okay, what would you what would you buy?
Speaker 1: I buy a lot of stuff for my kids. Um
Speaker 1: and my eBay habits like I am less lemon, like
Speaker 1: I buy braws on eBay um so, like I genuinely do. Oh,
Speaker 1: I love a good eBay purchase, like, by the way,
Speaker 1: the thing to know about me? What was your like
Speaker 1: eBay purchase? Um uh ug slippers for my husband and
Speaker 1: a snowsuit for my son. And I think I'm Mandolin.
Speaker 1: What would you do yourself that you're not already doing?
Speaker 1: And I'm not already doing. I hate doing things myself.
Speaker 1: Um my, my, I am a champion outsourcer um so
Speaker 1: I don't want to do anything that I'm not already doing.
Speaker 1: In fact, I want to do fewer things. If people
Speaker 1: want to get in touch with you to talk all
Speaker 1: things hunt and gather uh and or apply for these
Speaker 1: open positions you have, or just to hear about your
Speaker 1: latest purchases on eBay, how can they get in touch
Speaker 1: with you? They can email me July at Hunt Gather
Speaker 1: dot com we'll see you soon. Thanks jolly big, Thanks Julie.
Speaker 1: I hope the next time we see you, we don't
Speaker 1: have to wait to be in the middle of the
Speaker 1: Grand Canyon during see I go back to the conversation
Speaker 1: we had with Bob Pittman, what's the need you're filling?
Speaker 1: When you look at how Jolie approaches putting people together
Speaker 1: to inspire, encourage, there's a deliberate intent and how she
Speaker 1: approaches it, and it's filling the need, that's right, not
Speaker 1: just I think of what she's hired to do, but
Speaker 1: also to ensure that the people who are participating are
Speaker 1: also walking away with an experience, which, by the way,
Speaker 1: I would imagine creates more business, you know. And so
Speaker 1: it's interesting to think about not just the need of
Speaker 1: what you are convening people for, but the need of
Speaker 1: the people participating on the other side of that engagement. Yeah,
Speaker 1: I agree, And I think going back to the very
Speaker 1: top of the conversation with what we're talking about around
Speaker 1: the greater economy, the passionate economy, this idea of individualism
Speaker 1: that is starting to become really loud we lee loud.
Speaker 1: I think it's so exciting and I think when you
Speaker 1: put different voices together, collaborating on influence and point of
Speaker 1: view that has completely diverse perspectives, it starts to become
Speaker 1: really exciting. Around how do you start to cater to
Speaker 1: your audience and how do you start again? Laura like
Speaker 1: use a simple format like direct mail, right, And I
Speaker 1: believe at one point at the top of the show,
Speaker 1: there used to be a line that said, if you
Speaker 1: program for everyone, you program for no one. Laura. You know,
Speaker 1: people think that the show has been only around for
Speaker 1: four years, but I gotta tell them it's been around
Speaker 1: eight we just weren't on air. There are people, a
Speaker 1: few in particular that I I am thinking about, who
Speaker 1: say I don't need to listen to the podcast. I
Speaker 1: get it every day, But Alexa, there's nobody I'd rather
Speaker 1: be doing this with. So thank you for showing up
Speaker 1: and challenging me all day in every way. Um, I
Speaker 1: love doing this, I love talking with you and all
Speaker 1: of our guests, and four years feels like a graduation,
Speaker 1: but I have a feeling we're just getting started. So
Speaker 1: thank you at Landia. Big thank you to Bob Donald, Carter, Andy,
Speaker 1: Eric Gayle Val, Michael Jen. We appreciate you thank you
Speaker 1: so much for this opportunity. We'll see you in two weeks, Okay,