Dave & Buster's CMO & the Battle of Big Bags | Presented by Tatari

(upbeat music) Thursday, October 15th, welcome to the breaking and entering the live show, I'm Jack, and as always, I'm joined by Geno Gellinberger. How are you doing? Good, good, how are you doing, Jack? Doing well, Thursday, let's show the week for us, presented by Tatarie, and we got a good one. What do we got? Who's on the slate? Who's on the slate? Come on, Anthony Burowski makes his return to the breaking and entering live show. It'll be at like 12, 15, it's gonna be good to see him. It's been a while. It's been a while since I've gone on for you. What's the song that you do really well at karaoke? It's been a while, home and now. Yeah, that was actually crazy. You did so well at karaoke that they did not charge him for drinks. They, I think that they made, I just walked out. I think that people, you could just walk out. It's a similar thing to the, if you go to a hotel, breakfast, and you just walk in, take a plate, eat and leave. Yes. No one would ever say anything. Confidence goes the long way. Anthony's gonna join us, Baker Machado from Front Office Sports. He's the host of Front Office Sports today. So we're gonna talk about sports marketing, the business of sports right now, and then we got goods. Good skewered him in, co-founder of Bieline. It is a media company, it's a publication. Geez, it's the coolest thing you could follow today, and it's all about, it's like the coolest parts of culture, All these different stories, a lot of people, they, you know, people can write their stories on her site about their own experiences. It's a great way to stay in touch with what's going on. - Yeah. - What would you write about? - It's a good question. I've never written, well, maybe I'll talk about that when we talk to her. - Yeah. - And then Jeremy Tucker, CMO of Dave and Buster's, what's not to love about that conversation? - Oh yeah, we got ideas. We got pictures. - Yeah, we got pictures. - We got pictures. - We got pictures, stayed till the very end to see the ideas that we pitched to the CMO of Dave and Buster's. They just worked with, they just announced GUT, as their creative AOR. Great, great for GUT. Let's look at the show lineup today as well. Just to give everyone a sense of what's going to be happening today. We're going to have the top stories of the day to kick us off with the show. Then we'll have our track suite data story presented by track suite, our exclusive data partner. And then we'll get into the interviews after that, you know, can you give me an ad read for tutorial roleplay? - Well, it's October. You know what I know? It's October and your clients want to know whether their TV creative is driving results. Not just racking up views. So are you testing what works or are you guessing? The athletics used to Tari's TV ad platform to test different hooks, ad links and storytelling styles across linear and streaming TV. Softer calls to action, like learn more, often outperform the hard sell. - Bye now. - And once a 30 second spot established, the message and 15 second version helped extend its reach at roughly half the cost. They could see the impact beyond TV too. Their Facebook ads became more efficient as more people got to know the brand. Tari helps agencies and brands plan by and measure TV against outcomes that matter. So the next creative decision and the next media decision can be based on what worked. Learn more at tatari.tv/groove. Tari. - Shout out to Tari. Thank you for making our dreams come true. First story of the day, Nils Lennard is El Presidente, our new president. Nils Lennard voted. I don't know how they maybe appointed, voted. The new DNAD president, DNAD, a award that is, the black pencils probably the most sought after award in advertising because of the fact that they don't give out a lot of them, Gino. And it's all about design and craft with the DNADs. They don't, their calling card is that they don't look at like the effectiveness of the campaign or like the business stuff. It's purely about the creativity of the marketing campaign or ad or spot or whatever is up for the award. So Nils Lennard, Nilsie in approach to craft, the founder of Uncommon Gino, he is the new president. - That's right, Jack, you know who he's replacing? Well, he's to Smith. - Yeah. - Who is the global chief design officer at Uncommon Creative Studio? Now, this makes perfect sense to me. Uncommon is like the craft agency to beat right now. Like there's really nobody doing it better than them in my opinion, Jack. There's bias, I don't know, like just the work itself. We're gonna be talking about some new work too that just came out from Uncommon Gino. - Yeah, I wonder how that works. - But they're on a heater. - I wonder how that works, 'cause you, you know, like obviously Lisa endorses Nils. It's like the candidate, the incumbent endorses the next person. And people say nice things about Nils. I think it's deserved, but it is, you know, back-to-back from Uncommon, Uncommon, taking the DNAD there, they have a stringle on the DNAD right now. - It's fantastic. And he's got some big plans ahead, you know, I talked to them off the record camera. For example, we had a private conversation, but you just wanted everyone to know that you did talk to them off the record. - I'm very excited about the DNAD future. - Okay, great. Our next story, it's sticking with the Uncommon theme off of Nils, Uncommon has a new campaign and it's quite interesting. JR, is it possible? Yeah, can we just watch it right now? And let's all just watch it. - That's it. - Yeah, let's do a sound. (dramatic music) (people chattering) - We had eight years and show me someone that's been more consequential. - Republican Governor Ron DeSantis removed climate change from state policy. - House Bill 1645 removes from state law the words climate change, energy efficiency, greenhouse gas emissions, and renewable energy resources. (dramatic music) - Here with Governor Ron DeSantis, the Lord of Man and the Self, what's going through your mind? - Climate ideology driving policy, it just factually can work. I've always rejected the politicization of the weather. (dramatic music) - I am not a global warming person, I don't want that label on me. - Boom, there you go. - And so it's all around the midterm elections, you know, and DeSantis's term is up. So for this, that was the campaign. I guess like the organization that they're working for is probably, I don't know the exact name, but I imagine it's like some sort of lobbying or whatever, some sort of organization related to climate change. So that is the ad campaign genome of your thoughts. - Yeah, I mean, this is one of those spots that's gonna make the group chat. Like people are gonna be talking about this. It is, it is fantastic. It's very reminiscent of the lost class check. And lost class, I believe I forget the year that it was a couple of years ago, but it basically swept the award shows 'cause there was a meaningful cause here. I mean, it, you know, I think that's reinforcement for that it was a great campaign. - What was the lost class? - The lost class was when it was for change the ref in gun violence. They had like the head of the NRA, I believe, set to speak in front of a crowd there and each chair represented a life lost to gun violence. So he's there. - For students, particularly. - For students. - For students. - He was gonna speak at a graduation. - So basically, speaking, capturing him speaking to an empty set of chairs kind of got him involved and kind of did a 180. - Yeah. - Hold the rug underneath to really showcase how powerful this was. - Really good. Yeah, this one, the Santas, the metal, it melts climate change, makes sense. So we'll see, I think it has the chance, there's an opportunity to like go viral pretty much and really capture and we'll see. I mean, it's obviously a powerful campaign and it's very uncommon, I mean, they've been doing a lot of this type of work. I feel like especially coming after their work for the Washington Post. Like sort of like these like campaigns that transcend by this product, that transcend a sale or like a marketing, typical marketing campaign. - Yeah. - And it's periodic fable as well, kind of just. - Yeah, I just like civic, more civic angle is interesting to me that they're taking on these projects between the Washington Post, which I know isn't like civic, but like it still kind of feels like it's in the public eye, public arena, and then something like this, they're getting involved with politics and a certain issue and taking a stand and working with the organization to make that point, which is really interesting. Like I wonder if you'll see more of, you know, you can imagine how creative you could get with some of these marketing campaigns, come midterm elections, come like these local races, like if they had the money or, I don't know, like it's probably something that you would do somewhat pro bono in a sense, if you're an agency that believes in the cause, but there's a lot of opportunity there. I feel like one of the great ones, one of the great marketing campaigns of all time when it comes to politics and elections is for Barack Obama, the Droga Five, what was it with Florida? - The Great Slap. - The Great Slap, and the idea was to get what your Jewish parents to vote for Obama? - I believe so. - So you did Sarah Silverman was a part of the campaign? - Yeah, yeah, there's like a specific, I think there's like a specific zip code in Florida where a lot of people retire there. I think it was, yeah, targeting that audience there. - Very cool. All right, next story, you know, real quick, we have a bag battle. It's the big bag battle between two slot bowl companies. You have Chipotle on one side, come on the other. and within legitimately 24 to 36 hours, we have them both releasing large bags. And what do we need to know, do you know? - Let's give the breakdown here. I'll represent Chipotle just for this scenario here. Chipotle now, you got Fernando Machado, who's the new chief brand officer there, just a Hall of Fame, a CMO type figure here. He taps in, was this, this was gut, I believe, basically giving away these three foot Chipotle bags, but there's a strategy behind it. If you order a family meal, which is four to six people, you can enter into win this thing. So reinforcing the family meal and the sales there, giant bag, fashion play, trend is there. This is a thumbs up from me, Jack, however, Kava. - Kava comes out right afterwards. They're opening a flat iron store, and so to make a big spectacle of it, they released this massive Kava bag. The Kava bag is quite distinct. Similar to Chipotle, it's really also distinct bag. The bag asset is very important. We talked about this a couple of weeks ago when it comes to fashion, you gotta get the bag. The bag matters, people it's a social symbol. So Kava leaning into it, making the biggest bag imaginable to promote the fact they have a flat iron store opening. - Right in front of the flat iron building, iconic New York landmark and Kava. Unbelievable, you have a big bag battle. Who has won the big bag battles? I'll let you all decide that, Gina. - Wow, wow. - The big bag battle is heating up. Who will be the next? What will be the next domino to fall in the big bag battle, Gina, I anticipate Naya, Naya. We need Naya, I want to see the green bag. I want people to be walking around with it. What can Naya do? I want to be even bigger than the Kava bag. I want them to put it behind the Kava bag in a bigger. They shadowed a shine down on the Kava bag. - That's so good. And I want McDonald's and to come for their presence. I want stores to be replaced with big bags. - Yeah, Godzilla vs Kong situation here, Gina. That's the big bag battle. We'll keep you updated as we learn more. Gina, next thing I want to talk about is Dutch bros. Can you imagine starting a company with a $12,000 coffee cart that is now a $2.1 billion business, Gina? It's the story of Dutch bros. These two Dutch brothers in Northwest United States area, they came up with this idea after their dairy farm was shutting down. Their family dairy farm, three generations of dairy farmers, and so they said, "Shit, let's just start this coffee cart and see what can happen with it." And today you think about the Dutch bros brand. We have the data from tracksuit, our exclusive data partner, the continued growth. The IPO to couple, sorry, the IPO'd a couple of years ago and their founder was wearing a rage against the machine, T-shirt, a backwards baseball cap, heavy metal type work, and now they're growing up even more. They have a new CEO as of 2024. Came over from Starbucks and she is leading the way when it comes to growing the brand both within the United States and outside of the United States in the UK, as shown by the data here. - Let's break it down. - I mean, how do you go from a $12,000 coffee cart essentially into a $2 billion company, Jack? What are some of those things that they believed in early on that they're still doing? - One of the most distinct things about the Dutch bros brand is they give away these stickers and the first ones they have every month, they've been doing them since the '90s, where they give you a sticker. And now you're carrying that, you're putting it on all, whether it's your coffee, whether it's your water bottle, and you're bringing the brand with you wherever you go. It's an interesting switch up 'cause you think about the tried and true coffee brands like Starbucks and like caribou coffee, where they kind of insisted that they wanted to be the third place. They would build community within the stores. The interesting thing about Dutch bros is they've built their brand in community outside the store. And the whole thing with Dutch bros is that if you've ever been to a location, there's no way, there's no place to sit. You essentially just walk up order and leave or you go through the drive-through. So Dutch bros realize people don't want to fucking spend time in a coffee shop, but they want to feel a part of something and that's they've captured here. They'll take home a little goody bag, little fandom that you can wear around. If you got that Dutch bros sticker, you're in the nose, dog whistle, if you say here. And listen, I like the idea of the broistas. You hear about this? Yeah, they don't call it not the barista, the broista. So it's kind of like the employees have this customer service, like they have this ethos, if you will. It's kind of like they're kind of like brand ambassadors. So you take that with you too, that every interaction there. Could you say it's as good as Chick-fil-A's? I don't know. That's a good question. I don't know, but Dutch bros coffee, people are into it and the branding is fantastic. And it's no surprise that with the data that provide to us by tracks you'd over the last year, they continue to grow across every single part of the funnel. Whether it's awareness, whether all the way down the preference, you know, people know about Dutch bros. And it's something that honestly came across my desk. The Dutch bros brand only in the last like six months. We got it. Is there some around here? We'll have to do it this time. My question to you, Jack, we have time. Do you think Starbucks has tried to pivot into the Dutch bros territory of the grab and go? I noticed that the stores now are all kind of optimized to get in and get the freak out. They did make that move. They did it very noticeably, especially around COVID, become a pickup only store. You saw a lot of these pickup only stores. But since Brian Nickel came over as CEO, he's trying to instill the idea of like the Starbucks coffee house. And that, to me, is the difference between a brand like Starbucks that tried to play in the game of pickup only. That wasn't your brand to begin with. Dutch bros has always been about this. From the coffee cart days in the '90s, you get $12,000 and go around with a coffee cart. You can't be anything other than a brand that emphasizes the idea of being mobile with the coffee. It's nomadic. It's nomadic. It's a nomadic brand. I love it. I love it. And now it's talking coffee. That's your favorite. The category, that's for sure. Yes, sir. All right. We're going to get into the next part of the show. And it's going to be bringing in Anthony Peralesky. We, the schedules were messed up for a couple of weeks, but he's back in the fold this week. Anthony Peralesky is going to be joining us. Talk about what's going on in culture right now, what we're thinking about and what's caught his eye. Let's bring in Anthony Peralesky. Anthony, welcome to the show. Nice. Good to see you. How are you? Thank you. Is this a response? Is that a sponsor? Oh no, no, but this is a really good. I swear they've never paid me. I don't know where they're from or very much about them, but in terms of like protein smoothies on the go, they're shelf stable. I ordered these by the case. Slate. They're really good. They don't mess up my stomach. I'm a big fan. I'll tell you what, my only issue with that brand, I bought them a couple of times thinking it was, there was caffeination. Like it looked like a coffee and like mix there. So I was consuming it thing. I was getting caffeination and protein. I then realized it was just protein. You can't have it all. I'll tell you what. I'll tell you what. I wanted all the Anthony. One time I had the yerba mate, yerba mate. And I didn't, I thought it was like a normal drink. Like I just thought it was and I realized that there's caffeine in it. Not much, that's it. But I drank it at like 9 p.m. Oh, and I was like, oh shit, like this kind of sucks. I feel like if I didn't even notice it, I would have placeboed my way to sleep, but then it kind of ruined everything. - I don't know if you're watching any reality TV. I feel like you don't, but there's a capyhilton reference with a red bull ate at night in a bed. Anyway, check out, yeah. - That's not me, I don't have that in me. Anthony, first off, I want to ask you, did you see our billboards of Juno and I looking for dates for the live live show? - Okay, what was, I love the billboard. I think it was brilliant, but kind of like TikTok, it's all about the comments for me. - And so you were recruited by someone from the Mormon church? - Yes, so they, I got, I had someone had to have signed my phone number up after seeing it for like the Mormon church to comment, and then the Mormon church was like, thank you for your interest in the church of the Latter-day Saints. We'll be reaching out shortly to like, you know, get you going. - You're dressed for it. All you need is a little tagging. You're good to go. Get on some way with a couple of buddies and let's do that. - Listen, the Mormon, the Mormons are some of the great sales people. The door to door, boots on the ground that worked, that the Mormons do is fantastic. - Feel marketing, Jack. - Feel marketing. - I was gonna ask you, how many texts do you think you got from this? - I think I've got about 400 texts. - Seriously? - Yeah, seriously. My phone, every like three minutes. There's another text. - It's really good. - Thank you. - Thank you, Anthony. Hey, it feels good. - It's a good cause, it's a good cause. Got the live show event on November 4th. We hope you can make it. And half the proceeds around $18,000 are going to BLAC, which is a nonprofit help black and underrepresented talent breaking the ad industry. - Yeah, amazing. I'm gonna be there. - We're excited about it. Anthony, let's talk about what's going on. So we were, we had the group chat, was buzzing a little bit over this. The Delta one, the Delta one upgrades that have happened, which is a, it's almost like a way into a larger conversation of like what has been happening with these, with airlines and upgrades and premium. Like it's a world of its own. I would love to hear your take on the, on first the Delta one, going all the way of upgrading. And then also your thoughts on the premium flight experience. - So, as an understander and user of the premium experience when networks fly me out to places, I have to say Delta has always had like, and not just cause with Queer I, we did like their security video while back and we work with them. Even with that, they've always been my preferred airline. I love their experience. Where they lack seriously is that little kit with all the little stuff that you get in it where I feel like JetBlue crushes it. They do like little vitamin gummies and they do little eye mass like stuff that I actually want to use. Not like acrylic socks that are like, just stuff that I don't really need and a pen that doesn't work, you know? So I'm really excited. to see what they put in there, when I was looking over, you guys sent an article to kind of look over of the point sky, kind of putting up like images from it. And I can't, it's hard to focus because I'm so distracted and violently uncomfortable by the photo of the Delta 1 pod, then looking outside, and it looks like you have skyscrapers that are like 30 feet away. Too soon. It's crazy to me. I mean, can you, how is it not the easiest thing of all time to just have like the normal sky, have like the normal blue sky? It's like the easiest background to make. Who would also like taking off and landing are the two most stressful moments of the flight? That's when 80% of accidents happen. Right. Someone who looks up statistics while they're taking off on a plane. Yes, I was more, there's more potential for issues on the takeoff rather than the landing. I would have thought landing would have been more dangerous. Yeah. Yes. Oh my gosh. This is crazy. We haven't pulled up Anthony so people can see it. It's crazy. It looks like you're legitimately, it looks like you're in a skyscraper looking down on the city. This is wild to me. It's just, it's distracting for all the wrong reasons. Right. Yeah. That's insane. So, so what's going on? So Delta is, why is Delta doing this? Why is this matter right now? Like, like, are they, are they trying to acquire like new people from other airlines to switch over there or to maintain their current base? I was waiting something about Polaris doing a similar version of this a few months ago. So maybe they're like jumping on the bandwagon, but I just feel like, I don't know, like, the overused line of the century, like in this economy, I just feel like everyone is struggling so much and having something that is even like ultra premium is kind of a little alienating. Why not offer something to like coach passengers or even like Delta Comfort Plus where you get like a nice little bonus just to make the experience better? Yeah, I'm curious about like how the economics work out with that because it seems like we're just, they're both, they're just going further and further away from each other like you either, you are either ultra premium, you have an amazing immaculate experience or you're shoved in the back like you're going to have a terrible experience and so there must be something in the way that like the ticket prices work out where it's like we're going to maximize our profit if we have like 10 beautiful seats that are a million dollars each and then we shove everyone in the back because the people in the back are, they are, they're likely not committed to one airline anyways. Right. They're just going for the cheapest spot, which is interesting to me. And I just like the prices at least when I've been booking like work in personal travel recently, I feel like prices just keep jumping higher and higher. I'm like almost fully like desensitized to it at this point. It's kind of crazy and so I feel like it was kind of at first, it was kind of like a head scratch moment. So I'm sure there's some numbers behind it and they looked into it and there's like research to support what they're doing hopefully, but I still just feel like, I don't know, just it doesn't, I don't fully get it and I say this is someone who like Delta is my number one. Yeah, 100%. The next thing I want to talk about was this DoorDash Skims partnership. So DoorDash and Skims announce that they're partnering together. They come out with this video that of course goes insane on social media and you got Kim Kay in there doing her thing. But the whole premise is that she's ordering Skims on DoorDash for like sort of a wardrobe emergency moment, which to me, I would never even think to consider like, if I forget, I'm thinking about like we're going to a wedding this weekend. If I forget about, could I, in theory, I could just order a belt on DoorDash and have it delivered to me, which is interesting to me. I never thought of it and I think it's interesting for them to commit to a partnership this deep for a problem that I don't know if people are that aware of. But Anthony, I'm interested in your thoughts. I'm very curious. The first question that that came up when I heard about this was like, where's the roll out? Is this going to be in key cities? Because for anyone who's in like New York, LA, Chicago, we're used to getting things so quickly. We can have a meal delivered in like 30 minutes. Yeah. Uber's been pivoting to like groceries and they have their own like grocery store situation, which I'm not fully sure how that functions. But it does deliver a lot quicker if I'm like missing ginger or something like that. It also makes me think of this app. I forget the name. It was maybe three or four years ago when New York, it was short lived. But it was kind of this premium gifting and necessities app that you can have things delivered in less than an hour. So you can get a fancy candle. You can get flowers. You can get like perfume or something like if you needed a gift for somebody in a pinch. And if you're like me and you're just trying to find a store on your way to your friends house so that you don't show up empty handed, I feel like it's something that's really useful. What I love about the app is that she actually heroed products. I'm not familiar with the line, but I actually learned about the nipple bra and then some kind of like a core city thing. And I was like, oh, that's really smart. Yeah. Yeah. The demonstration of the products, absolutely. Is it smart then for, it's a win for skims, right? Is it a win for DoorDash as well? Is this a double win? Yeah. I don't know who comes out, who comes out like kind of winning the, the exchange here. Because to me, I, I almost, I would lean on probably the side of DoorDash. Agreed. Because, and my reason would be, because to me, it opened up my eyes to not just like I can order skims products, obviously. But what else can you order now? I can order. Like I said, about I can order clothes, like it, and it kind of opened me up to the, to the problem that does exist in some occasions where I forgot a shirt. Right? Right. So it happens to me all the time. Super interesting that they use like a very specific thing to open you up to a larger problem, Anthony, your thoughts. I'm totally with you. The second thought was sort of like, oh, what else are they going to be bringing out? And it would be nice if they kind of had a curated sort of like think of life situations. And then the stuff that we need last minute, like you guys, you're flying, go into a wedding and you're like, oh, shit, I forgot about. I need a pair of socks. I need some kind of like a basic staple situation. And you can have it in less than an hour with a brand that you know and trust already. Yeah. I wonder if they would, I wonder if the next thing they could do or would do is like maybe do some social work that like maybe the person or the character of the cast isn't one of the largest celebrities in the entire universe, like to kind of answer what I'm saying, which is the problem with people that are, you know, you could use the wedding scenario. Like you forgot your shirt, like you forgot the white button down are you kidding me right now? And then the guys just like doing like a little door dash order and the door dash person comes into the, into the hotel and like drops off your shirt at the wedding when you're sure it was, it's kind of like after midnight very often. That's right. That's right. Anthony, we're going, all right. Last thing before we let you go. We're going to a wedding this weekend, any pro tips, any pro tips for being an attendee of a wedding. We are not in the wedding. We're just guests. Can you share what city it's in? It's in Chicago. Oh, it's in Chicago. Okay. So you're going to be like in a, in a, in a big city. Well, definitely pack a belt belt. And if you're like my dad and you like to dance, since I was a kid, he always brought a second white shirt to change into after he got all shfitsy. Wow. Wow. Where does he store it throughout the night then like he would leave it in our like mercury villager red mini van with one door in the two bucket seats. I just had a visual side to share like the specificity of art and he would go and he would change because he was like John Travolta, you know, just dancing all the time. Wow. That's a genius. That's the funniest. I've ever heard. Also, it's a great opportunity to decompress a little bit. Yeah. Yeah. Yeah. Stabilize a little bit. One time I had a coffee stain on my white shirt, like just covered up here. So I had to wear my jacket the whole night because I couldn't show the coffee stain. Hey. What a great month. I feel like whenever I have a white shirt on and 90% of the time I cook in one and whenever I'm at weddings and functions where I have a white shirt, I always manage to spill something on it. This is like a great moment for like tide sticks. Make them really flat, like a credit card or something and put it in your little pocket so that it's not a tube. Yeah. There's something else in for tide sticks, but wouldn't that be great to have because they really work well? Yeah, they do. They actually do work, which is something that, you know, product mesh is the marketing. It's immediate, you know. That's the whole point. I thought you had to like just do it, so you can wash later. We're past time. No. Anthony, thank you so much for joining. Sorry to get you out. We're getting the move along signal, but appreciate your time. Keep doing you. Send me that hat. I love it. We'll do. Thank you, Anthony. Anthony, Porowski, Legend coming on the show, Gino, let's move on to our next guest. It's going to be Baker Machado from Front Office Sport host over at Front Office Sports. We're going to talk about sports marketing. Let's bring him in right now. Baker Machado is about to join in a second. Now he's in. Baker, welcome to the show. This is amazing. This is what, this is why we do it live. By the way, I don't know how I could possibly replace Antony on this show. This show, I don't know if this is the highest rated show you guys have ever had or at least the hottest. Well, get this, Antony, recurring guest on the show. Oh, yeah. So you're saying if I play my cards right, you know, maybe. That's right. Well, these are every interview that we do is just another tryout. It's just every single interview is one tryout after another, just trying to find how many recurring guests can we possibly have for the show? Look, having a good rolodex is very important, guys. So look, I'm happy to be a part, even if it's a sticky note. That's right. Perfect. And listen, game respect game here, you know, from one host to another, congratulations on everything that's happening at front office sports. Can you give us a little bit of background on yourself for the people that might not be aware? Uh, yeah. So, well, thank you. Yeah. Yes, of course, we are crushing it here at front office sports, not to basically downplay any of it. But we kind of pretty much think on the lane of the business and culture of sports, and look at this as a company that started six years ago by our CEO Adam White as a college project, and now it's turned into the definitive place to go to find anything about business deals, trades, media deals, marketing, you name it about the business and culture of sports. So I host our daily show, which is all headline based about all the things that you need to know. And we have a nightly show as well that I'm a part of. We're doing sort of the old school model now where it's like audio and syndicated television is now like hot and king now. Yes. It's amazing to me. I think it's fascinating. And even I'm curious what the idea, like obviously we are, we do a live show. We believe in the idea of a live stream, a live show for you all, what was it about doing the live show and multiple live shows that made it make sense for the company? Look for us. We felt like this was an underserved market. I mean, look, if you look at like every sports property that's out there, everybody's talking about how their team did that night before or who did terrible or who they should trade. And nobody's really talking about the thing that is actually probably just as exciting as the game itself, which is the media deals, the businesses behind them, the stars that are in the broadcast booth, the endorsement deals, all the other things that are happening in the front office, nobody was really touching. And you see people like CNBC and Bloomberg sort of like scratch that just a little bit, but they never really dove into it and sort of allowed us to sort of take this entire lane and really take it over. And if you look even just in popular culture, like you see celebrities and athletes really getting into the world of sports more than ever, you have people like Pablo Torre who are not just breaking stories on the clippers, but also on Kelly Clarkson and the mechanical version in Brooklyn. And so we've been able to sort of create this market that they want to come and be a part of that as well. And it's been sort of this amazing feeling that I'll stop by, I'll be walking in the streets and people will be like, oh my god, I'm obsessed with front office sports, your newsletters, your podcasts, your videos are like my must see every single day. I don't even watch ESPN anymore just because it's all just debate television now. People just want like news and information and the other thing that's great is there's an underserved market here in this sense that like for so long, I think people, you know, from women to different minorities to all these other people that maybe thought that sports wasn't talking to them. And now I feel like this has opened the aperture that even if you're a casual sports fan, you can now be obsessed with the world of sports because we've allowed every person to sort of be a part of that. Perfect. So we want to break down some things that are trending going on right now in the world of sports marketing and get your take on air. What's the news on it today? What's the latest? Jack, do you want to tee up the first one? Okay, so we actually, we made a post about this last week, but these, a lot of people online were pissed because when the Chicago Bulls released a picture of their new warm-ups, the sponsor logo size was like three times the size of the Chicago Bulls logo. Which as advertising people, we love. We love that. I love that. I think that's perfect. But I'm interested if you're seeing similar things and obviously like I think you've seen it over, you know, the last several years with the logos now being on the NBA jerseys, which if you're a traditional sports fan, like my father has to absolutely hate that. I know he does, but I'm curious, like your perspective on what you're seeing in terms of the world of the sponsorship on the NBA jerseys. Yeah. Oh, just not even NBA jerseys. I mean, look what's happening in college right now. You have, you know, schools like Notre Dame and Ohio State that are getting $40 million a year for jerseys patch sponsorships. I mean, now every sport now looks like the Premier League where everybody has some sort of jerseys patch sponsor on it. And the other thing that's funny is I think you then sort to judge the teams based on what deal they got. Like, for instance, I'm a Colorado Rockies fan, which I don't like to talk about that often. But they had a weird local space company as like their jerseys patch sponsor. And you have to think like that probably cost them nothing. If anything, that space company is probably happy to be on the Rockies jersey. But then when you're the Dodgers, you have companies like Uniclo that are paying hundreds of millions of dollars to be sponsors with the Dodgers. So anyway, it sort of gives you a perspective of how valuable these teams and these franchises are when you have teams like, you know, the Lakers selling for a record amount of deal and they have a crypto deal attached to them, and then you have other teams that are only worth a couple billion dollars and they might have a smaller company attached to them. Yeah. Yeah. It's pretty incredible. All right. Next one. Next one we want to get your thoughts on the. I got it. What's going on with Bronn? What's what's my glorious king doing right now in depends on when you, are you okay? Are you like me? Are you more fascinated? LeBron is taking a fanatics branded helicopter from New York City to Philly every single day for his commute or are you more interested in the fact that he is playing for the Sixers and, you know, this whole storyline of how much longer he's going to be able to go. Will they be able to win in Philly? They open their season against the Knicks on Championship Ring Night when they're raising the banner. It's crazy. I mean, he kind of is the gift that keeps on giving in terms of storylines, but I am definitely obsessed with the fanatics helicopter that he got written into his contract with fanatics that somehow Michael Rubin is paying for him to commute twice a day on this, you know, 90-minute flight to Philly for practice. And we talked to Pablo Torrey at our big tuned in event and he actually said that he's been getting notes from NBA owners telling him to investigate this. That is, is this a similar salary cap circumvention case to what happened with the clippers in Kauai Leonard and aspiration as well? I just think that's fascinating. It is one of the more incredible stories of like, I don't know, you wonder, and especially because everything's in such public spotlight, like I can only imagine what kind of things Michael Jordan was getting when he was, you know, at the bowls. It's not this level because he's not helicopters from frickin, you know, from Lagrange to Northbrook where the facility was, but with this one, you have LeBron and the fanatics deal as well as like all the poly, coming right after all the power, yes, yes, which we broke the news that he's making $15 million on his polymarket deal, which by the way is like three times what his actual NBA salary is going to be this year. He basically took the NBA minimum, which is only going to pay him like $3 million to play for the Sixers this year. So yeah, it's incredible. And then adding to the polymarket part of all of this, I mean, we see the rise of sports gambling from the fan duels and the draft Kings, but now you have, you know, all of these prediction market platforms that are now infiltrating every aspect of the league and every single one of the leagues except for the NFL is, is basically okay with the cow shoes in the polymarkets. The NFL is the only one that hasn't. They are the ones that joined this big civil case asking the Supreme Court to investigate whether or not, you know, the regulations that are involved in these prediction market platforms. It's crazy that LeBron's making more money on his endorsements than his NBA salary this year. It's insane. Yeah. I guess like from your guy's office, like, what's the sentiment around like the polymarkets? Like, it is fueling a lot of the content and like a lot of these athletes and these deals, like from the predictions markets here. What's the sentiment around it? What are you guys seeing? I mean, we're just seeing it just in our, in our aspect, the money that's flowing into it and how it's now just every, for so long, I think we were all like, okay, sports betting, once sports betting became legal, we saw the infiltration of, you know, the draft kings and fan duels, not just with the teams and the markets, but then they were making sports platforms and television networks and all of this stuff. We thought, okay, this is interesting. And then you have Calcium Polymarket and their strategy from, you know, sort of shit posting people on X and Twitter and making false news and stuff like that to sort of gin up attention. But yet the brands and the, and the leagues are okay with them. And so I think what I, we have found to be the most interesting is how these leagues just have been able to assimilate themselves so quickly with these, with these prediction market platforms. I mean, the, the, I read somewhere that the Dodgers, now a Dodger stadium, we're going to have a Calcium branded restaurant now at Dodger Stadium. And it's like, you know, you, you can't even, you can bet on Calcium in California, but you can't even go on a place like DraftKings or FanDuel in the state of California. So it's just like so interesting to me, just like how quickly they've been infiltrated in so many aspects of our lives. And then on top of that, how much of their market is actually dominated by sports and the NFL's case against them. They said the first Sunday of the NFL season this year, half of all trades on those prediction market platforms were on NFL games. So nobody's like going on there predicting, you know, trying to bet on what's happening with Congress or all these other things, which is the point of like these prediction market platforms, people using them for sports. Yeah. My, my question, my last question for you is around, so why, I'm not caught up on this, but why, why is the NFL not allowing its players or what's the situation like the NFL players can't do endorsement deals with the Calacies and the polymarkets? The NFL won't do an endorsement deal with them. And I think it's because they want to sort of figure out, because they don't have deals obviously with the draft Kings and the fan duels based on the current regulations on all of the states that are out there. So the NFL obviously can give them licensing fees and make money and all that sort of stuff, but they know the sort of rules and the regulations. With these prediction market platforms, it's the Wild West. I mean, it's just like an unregulated crazy thing. sort of system here. And we know the NFL is a billion dollar behemoth. And so if they're going to allow the licensing of their images or their teams or their logos or any of that stuff, you know, they're going to want a big fee for a lot of that. And you know, for something that's so unregulated, the NFL is going to really push them because they have relationships with the actual gambling platforms instead. Wow. It's truly, it's amazing because the, the, the most, it's fascinating about all this is that overnight this could all end if like the government steps in, if like the regulator, if the regulators start treating it or catch up with the way that they've regulated sports gambling, which it's almost shocking that it hasn't gotten to that point yet. But I guess it's kind of like, we'll wait and see. Well, and we might wait. So the Supreme Court, the NFL is asking the Supreme Court to take up an issue about deciding who regulates the prediction markets is at the state or the federal government. They're trying to get them to do that within the next like six months or so. We've been told that it probably won't happen until 2028. So if anything, this thing is just going to continue to, you know, get crazy for the next couple of years at least. I mean, you talk about storylines, but I'm going to get them, we're going to get the good. We're going to go between this and Brian. We're going to be all this way. At least LeBrogs deal is two years and we got at least two years. Like, there we go. Baker, thank you so much for joining the show. This has been awesome. We would love to congratulations. We would love to offer you a recurring segment whenever you'd like. I think this was amazing. Thank you. I will gladly, I will accept it. Have your people talk to my people. Of course, of course. Baker, we'll talk to you soon. I got it. Baker, Machado, you know, fantastic. Fascinating. I just sat there and I listened and I learned. That's what is it? We listen. We don't judge. We listen and we don't judge. Is that it? I think so. Okay. Anyways, track suit. This is a ride. This episode is brought to you by track suit. Ready for an uncomfy truth? Like, like, like, like, like, Geno's pissing me off. Like, I don't know how to tie my shoes. Click through rate has basically zero correlation with brand awareness. Meanwhile, brands of strong awareness convert in almost three times the rate of low awareness brands. Whoa, TLDR. Not all metrics are made equal. Track suit tracks, what's proven to matter. Things like awareness, consideration and conversion drivers. So you can get a clear read on whether your brand is building a long-term equity without spending hours in a spreadsheet. Measure what matters with track suit at gotracksuit.com. Go track suit. Go track suit. Go track suit. Go. Whoa. We need the back. We need a record that. Mix it. I'll get to Mikey. Jesse Eitzler, the guy that made the original go New York, go New York, go. Oh, I thought we came up with that. Now, our next interview is a very important interview. Goots. Gooterman is co-founder of Byline. She was working over at Air, but she's always been working on Byline for years now. She's taking the step, the giant leap to working on Byline full time. It's an independent publication here. It's really the who's who is reading this thing, all of New York culture in this publication here. She is a media mogul. She is the future of media and she's going to be on the show right now to answer some questions. Let's bring her in. Goots, Gooterman. Welcome to the show, Goots. Hey, guys. How are we doing? Good. I've been doing, I've been trying to do this. This one, you know what I'm talking about? Yeah. And this, and Ellie, Ellie makes fun of me. I don't like the crap. Like a crap when you did on the side. Yeah, there's there's, I'm trying to figure that out. You need a little more like delicate, a delicate nature. I think you're like clamping too hard. Just client. Goots, how are you? How's everything going? Do you want? I mean, can you explain to everyone what Byline is? Because we tried to, but I feel like it would be best coming from you. Yeah. Things are going great. So Byline is a publication I co-founded. Three years ago, we say like the Paris review for people who are addicted to their phones. So it's, you know, for people that are interested in like a deep dive, a sartorial investigation, something niche, something personal with like a really distinct point of view. It's longer form. We love an essay. And yeah, but for a very, you know, online contemporary generation of my peers, first, first, obvious question. You, very online people, long form essays. The, we, you know, like you people always talk about that, like, you know, all these people that are super online, like they can, they scroll, they don't sit with anything, but clearly that's not the case. Like what's your, your experience been with people consuming long form? I think that for a lot of people, it's honestly a relief to find something that like caters to that. I think they enjoy the fact that we're asking them to commit to something. And then they enjoy committing to it, not to quote equinox or anything. But yeah, shout out equinox. But yeah, I think, I think people respect it and enjoy it and want it. Maybe not everyone, but a lot of people. That's kind of the beauty of it. Because you, I feel like you have, you have a great audience and you've like, you speak to a group of people and you're like totally okay with maybe other people that don't want to. People love Goots. Yeah, I know. I'm not, I'm not saying people don't love Goots. I was just talking, I was talking to the audience. Well, yeah, I love Goots too. It doesn't, I never said that. Hey, listen, people love Goots. Let's not make this in our situations. Okay. Well, that's just ridiculous. What would you like to ask Goots? You know, you know, a lot of people like, you know, I'm curious to the motivation or how you stumbled into this real quick, high level like, did you study journalism? Was the goal to work for an established publication or how did you create your own publication? So short answer. No, I did not study journalism and this was totally an accident. Longer answer is, you know, I think that it's clear that like nobody, nobody really needs another publication, especially in the age of self publishing and sub-stack, in the same way that maybe no one needs like another podcast or, you know, no, no answer. So I think the question, or a live show or a, so I, I think the question like for me really early on became like, why is this something I'm doing rather than like, how do we do it or who is it for? And um, the answer is sort of shifted over the years, but the thing I'm thinking about now is someone on subway takes recently said that content creation is another form of pollution. Um, and I think there's an argument to be made here that like the proliferation of content is contributing to people, the reduction of people having perspectives. So that's kind of why we've been building this for the last three years is I want something that has, we're building something that has a distinct identity and that reflects our perspective or taste, if you will. Um, and isn't necessarily trying to compete with the speed of the internet, like I'll leave that for the people that are interested in that. Yeah, I'm 100%. Um, it's a beautiful thing. And that's what will carry you through. Like when, you know, it's a lot of work, it's stressful, I'm sure, but you go back to that reason. And that's what keep you. Yeah, and I also have no idea what I'm doing most of the time. So it's fun. That's what it's all about. I mean, come on. I would like to ask if we, if we might, we have a segment for you, if you're interested. Okay. Okay. We have a segment. Um, it's, it's, it's, it's a scale game. It's a game you have to put each of these different things on a scale from chud to peak. So chud would be, okay, chud and peak would be like, hell yeah, this is awesome. Um, and the way I would think about it is like one of those scales where like the, the, yeah, it goes like a jack. Yeah, he's doing it. Okay. So it's a middle ground possible or yeah, yeah. Okay. Okay. Yeah, you'd be like, it's kind of in the middle. Um, cool. So we're going to give you just things within New York City culture, general things and you'll tell us if it's currently chud or peak. Okay. Okay. First one, New York City nightlife right now. Hmm. Wow. Hmm. Wow. Okay. Personally, to me, maybe it's closer to chud. I'm so sorry. I'm so sorry. I just think it's become like about, it's become about like your social like as a form of content. And I don't think that that's healthy for anyone. Mm hmm. Yeah. I'm with you. Okay. And like there's too much like flash photography and party reports. Like people should get drunk in peace. That's the thing. Um, Chris Merch does a great job with his content series right now of New York City hidden history. Oh, okay. And he's always and he's always talking about these old New York City nightclubs. Mm hmm. That all the celebrities would go to and like they felt okay, going to these nightclubs. That's what I'm saying. People wouldn't take people aren't like taking pictures of them the whole time. I mean, yeah, it's not going on Instagram stories the next day. Like if I go out and I get tagged, it's like, Oh, God, you know, you don't have to say don't tag me, tag me. Okay. There's might be a good problem because you're so well known and loved like when Jack and I go. I have no issues, we can, we can get as drunk as we want and nobody will post it. Well, they might take it like a video. I'm going to find you guys really drunk it soon and flash boat out. Bear. I'm going to do it. Listen. All right, give me with the next one. The New York City dating scene. Okay. Okay. Okay, um, probably in the middle. Okay. That's actually a more optimistic answer than you would people might expect. A lot of people say it's like the worst place to date. Yeah. Yeah, I think it could be. I think I maybe don't have that problem. Yeah, that's what's up next time I, the restaurant scene in New York City right now, Jud to peak. I'm going to go peak. Yeah. Interesting. I think people are figuring it out. I think we're seeing a lot of like young people taking risks, opening things up. I think, yeah, yeah, I think it's peak. Okay. Next one, yeah, next one we're going to go into, we're just going to neighborhoods. This will be fun. Okay. Just the neighborhoods. Jud to peak. First one, the Lower East Side. Um, Chad, sorry, it was better before it was better before it used to be peak was it's not peak anymore. Next one. It's not peak anymore. Right. Upper East Side. Always peak. Okay. Cool. Next one. Always peak. Always peak. Next one up is Bushwick. Uh, I'm going to be democratic about it and say somewhere in the middle. Nice. Okay. Williamsburg. Oh. Is it bad that I kind of like Williamsburg now? No, nothing wrong with that. I'm going peak. Sorry. I'm so sorry. Shout out Williamsburg last one, last but not least, you knew we had to ask the West Village. I'm going to say peak. Oh, I'm going to say I'm going to say peak because I think it's peak for like the people who love it. Oh, okay. That's fair. Yeah. I guess it's a good point because it is like in its peak. It's by no means it's like more alive than ever. Maybe. Your peak is that what I'm picking up here? Yeah. Like am I going to go hang out in the West Village, make probably not. But like, am I happy for everyone that's loving it? Yes. What's a fun game? That was a fun game. That was a fun game. I kind of agree with you. Like, at least you know what you're signing up for in that situation. Like you're not, you can't, it's your own fault if you're like I had a bad time because you know exactly what it's going to be. Exactly, exactly. And it's like there's people going there and having the time of their lives and I'm not going to rain on their parade. For sure. The last thing before we let you go, Goots. So obviously with Byline, I'm curious how do you think about like working with brands, the marketing, the partnership side of things? Like what does that look like for you knowing that you kind of have very much a core audience of people and you know exactly who you're talking to? I, that's a really good question and I think it's something we think about a lot because we love working with brands so much and like telling their story and getting all the, you know, New York scene involved in helping them tell that story, but it's also like we don't necessarily want all our brand partnerships to like dictate the editorial content. So it's really about like striking the balance, making sure the people we work with are the people we genuinely like and like whose products we consume and are interested in and like having our houses. But I mean, it's not like we're saying no that much, but I'm just saying, there's people in my head I would say no to. Yeah. Well, it's kind of, it kind of makes sense like if it's similar, like when you have such a defined niche, the brand partners that are attracted to you kind of, they know, sorry, self filtered. Yeah. Yeah. Yeah. Exactly. Exactly. It's like they come to us wanting to, you know, maybe like go against the grain or like tap into this really curated, desirable media audience because I think our audience is primarily people who work in media or want to work in media or, you know, work in art, culture, etc. So it's just kind of like a sure fire way to tap into them. So like if you're objective is to reach like the masses, maybe filings don't the place, but like if you want to reach like your peers, then I then I would come, then I would come to us. Fair enough. I mean, it's fantastic. I think you're so well positioned. If I could invest, we should talk offline because I just think with like the grossness, the pollution. Hey, I got you. Oh, hey, we'll have a conversation. I think like for tech. Yeah. We can go equity for equity or something. Hey, equity swap is insane. Equity swap. That's a wild move. It's the new, the new hot investment vehicle on the streets is just straight equity swap. I think what might have just like come up with that and what if we just pooled like all of our equity, like all these different media companies, we could all just pool our equity together. And then it's like black rock just buys it all. Yeah. And then black rock can buy. Yeah. That's a good idea. Okay. We'll talk offline about that. Black rock if you're a listening. Investors possibly you. Good. Thank you so much for joining the show. It's been a pleasure and congrats on everything with Byline and excited to see what's in store for Byline. Everyone go check it out. Thank you so much, guys, good luck on finding your dates. I can't wait to see who it is. Thanks, kids. You'll be the first to know. Okay. Be good. It's fantastic. That's good. That's good. Good man. Pollution take was really good. Yeah. The idea, the content is like pollution. Subway takes take. Did he do 100% agree? We'll have to find out. Yeah. I'm going to watch it. We'll have the research team look into it. Do you want to do it quick? Yeah. Before we bring out that stuff. You should look into the current. All right. The advertising world moves fast, everyone. The current helps to keep up. The global ad tech news platform covers everything from connected TV and streaming audio to AI, live sports, and retail data. It's bringing marketers the news and inside shaping the future of advertising. Stay ahead of what's next at thecurrent.com and subscribe to the free weekly newsletter. Do you want to enjoy our next guest? This is a brand. I freaking love this brand. I'm jacked up. Everybody in our office is jacked up for this. Let's go. This is it. We've got Jeremy Tucker. He's the CMO of perhaps one of the most fun brands on earth. Let's bring him in. We'll reveal the brand. It's David Buster. It's Jeremy. How are you doing? Hi guys. Doing great. Thank you. Appreciate the intro. Yes. It is the funnest brand on the planet for sure. Absolutely. Here's a good. I mean, we're going to pitch you some ideas later. Oh, yeah. First thing is, I feel like David Buster should be the brand that. Right? Lobby's for funnest or funnest to be a real word. Word. I think funnest and funnest is awesome. We should totally get it. Let's let me add a goal. Let's get that into the webster's dictionary. Where to the year? How about that? That will make it happen. What's going on? So, when did you start as a CMO at D&B? At June. So, fairly new guy on the team over here, but not as you can see for some of the things behind me, not I'm used to having a little bit of fun with the brands that I work with. I love it. So, we're going to do some basic conversation stuff here. Let's get the building blocks, see where we're at now, where it's headed, and then we're going to pitch some ideas. That's okay with you, Jerry. Yeah, that sounds good. Bring them on. Bring them on. All right. I want to make sure everybody knows what's coming up here. But first and foremost, why did they hire you? What is the brand looking to do? Well, number one, we're a brand that's on the quest for growth. And I am a growth marketer. And number two, I am a kid at heart and a consumerist all the way through, meaning that I love what make people tick. And if you look at my training and my background, it's the best part of my career. Because I've experienced many different industries, but there's a through line. And the through line is always having fun and always striving growth and turn around. So it's way back in the day, agency world on the youngest consumers, which are babies. And then when we call it fur babies, when I started to work with Ims and Yukonuba, we didn't call them that back in the day. And then over to PepsiCo and Frito Le and Doritos, and you know some of the work that was done there and our turn arounds there and some of the great marketing that we did. And then partners at Disney called. So I joined the Walt Disney Company. We're really the brand, the consumer experience and storytelling and magic came to life. But then into the world of automotive. So big budgets, big money, very competitive and did some great things and brought those brand moments like you see in the Star Wars helmet behind me to those big corporate brands that started creating that synergy in Disney, where we bring things together and do create a problem solving. Planet Fitness in the fitness category and then up to Canada and Spin Master, which is not another fitness company. It's one of the world's largest toy companies where I led marketing for toys, digital games, and entertainment. So fun, fun, fun. Yeah. You got the dream there. Yeah. So, so this opportunity came and they're like, hey, we're looking for a growth marketer who really understands what makes people tick and how to bring people together and create these incredible moments. Here we are. We are. I think it's interesting because it's one thing to have fun, but it's another thing for it to work. Like listen, I know. That's right. But you can't force fun, right? Right. So it's like you have to make it one. Well, I know what it's like. You know, you can throw a party and like pay for all the, you know, pay for all the beer whatever it is that you want to consume, but at the end of the day, you're losing money on that party. Even though everyone had fun. Yeah, yeah. I'm interested to hear what we do. And unless they come back. And unless they write more friends. Oh, okay. That's all right. Let's do it then. So that for like Disney, I'm curious, would you learn what you learn at Disney about because I think it's one of the great brands and obviously the peak of fun, but incredible business. Yeah. Yeah. So Disney, I had two turns at it. So in my very, very, very young days when I was a young buck in college, I was part of the Disney college program and that is where I really had my first consumer fascination and brand training, no better training program of the guest experience. Every single person knew how to make magic. I still point with open hand. I still, you know, look people in the eyes, you know, the Disney training is off the charts. And you were so proud of working there that you picked gum up the off the street and dirty baby diapers off of Main Street from away because you wanted the experience to be a magic for the guest. And that's really where I was first presented with an insight that led into an action. It's me and my boss at the time on Main Street, USA, the aquarium, which back in the day generated the most revenue per square foot of any retail space in America. So just think about that. That's crazy, right? I'm this like 19 year old kid. And we were watching this family walk across Main Street trying to get to the parade and it was 3.30 in the afternoon, it's pouring down rain because it always rains at three o'clock in the summer and the dad was cussing, the mom was fussing, the kid was crying and this $150 giant plush Mickey Mouse was sopping wet and they're all just miserable. And it was one of those things where we're having our conversation about the magic. And it's like, you know, that really stinks like this should be so much better. Look at all the money they're dropping on this and they're trying to get through the park and they're dragging this poor kid and they've got a sopping wet Mickey Mouse. They're going to slug back to the wherever they're staying. And it let us on a journey of creating a service in the park called Package Pickup, which sounds very silly and stupid, but the real out of you was if you're staying in a Disney park of the day, you bought something that would deliver it to your room. But for the majority of the people that were coming in, they couldn't do that. And so this idea was allow you to purchase your goods and on the night when you're leaving on your way out, that you'd be waiting for you in a nice little bag, you didn't have to schlep them around all day. Simple insight. And he's like, you know what, kid, let's make it happen. And so a group of us, college kids, this is before the, you know, all of the digital stuff that we have today, we had to create hand-created forms and we had to roll this out, train and roll it through the system in the Disney parks. And we did it in a way to make the experience better. And that moment stuck with me because that's where I was like, I want to be a problem solver, like problem solved. So how do you actually do that? Because if you do it right, and this is what I firmly believe, getting back to your first kind of opening solvows, like you create a memory, you create an experience, you create something that you can't buy. You can show, but when you experience it, it sticks with you and that will generate an action, a reaction, a repeat action better than anything else that you can do from a advertising message. So yeah, the advertising is what sets the stage, right? But then you can deliver on the experience it pulls it through. And that's, I think, what's made me kind of a full funnel marketer to make sure that I understand this entire customer-driven customer experience, because that's how you win and that's how you turn a business. That's healthy too. It's fantastic. I mean, that's amazing. What an incredible story. And I think it's interesting because a lot of times a brand you'll see, like, they have incredible marketing and they have great advertising, and the creative is incredible. But the actual experience when you're there, especially when it's like a retail or like a store where you go to it to buy something, it is like this is a terrible experience. I'm like, everyone's sad, and it's not great at all. So for you, like, how important is it the, like, order of operations when it comes to like the experience and then having the marketing, like, how do you think about timing that out? Yeah, it's a great question. I think you have to have an aligned vision and an aligned team to be the most successful you can be with that. And so when you think about, in this role, CMO coming in and working with this new executive leadership team that we have, it was very critical for us to align on my role, to be quite frank. And so it's like marketing is going to be the champion for the consumer, the brand, and the guest experience. And I can have an opinion and weigh in on many things around the table from the executive seat that those three things need to funnel through that humanity that we bring to lead. And then it requires, I say this sometimes, marketing is a team sport. You can create the vision of the strategy. By the way, cultured strategy for lunch every day. So you got to think about that. But then you have to draw the alignment because it is the weakest link in the chain. And when we talk about the consumer to the brand of the brand experience, it requires a tremendous amount of trust and partnership with, for example, my, my CEO, my operations leader, Amanda, because if we are not lockstep in what we're trying to do, and I make a statement or promise like we're doing right now, or Halloween work, if we're getting us out here, you know, going after Halloween, if the guest shows up and that experience doesn't deliver in the store, then I'm just a liar. And you know what? Maybe I'll give, maybe I'll give me and my advertising a run one time. Maybe because what I've done at David Buster's in the past, I'll give you a past one time. But if you replicate that and you don't deliver on a guest experience, that's where the experience goes to die. And then the business starts to suffer. Super interesting. I mean, yeah, it's amazing. It's, it's all about the hospitality, especially at David Buster's. And I was, soon then you keep that sort of, that closeness and that transparency with the ad agency that you're working with. And I believe that would be gut that you guys recently named as the AOR. So how's it, how's it been working with them so far? Oh my gosh, I love room. Yeah. They just started on October 1st. So we are literally in the thick of it in the transition. But they really impressed me and the team. I was a, CMOS have best laid plans. I come in. I have my first 90 days all mapped out. I'm that kind of guy. I'm ready to go. And they're like, we need to do an agency RFP. And so that's why your team has already started it. So you might want to take a look. So best laid plans. You know, so, so I, so I rolled up my sleeve, it's got in with my new team. What a great way to learn. And it also gives us the ability to kind of set the stage fresh. And so you've got the ability to look at everything with new eyes. And, and they have looked at it with new eyes. And you don't hire an agency just to create a award-winning creative or buy impressions, whether it's God or media plus. You, you, you, you want a partner that can help you deliver on the brand and fill the stores. And I think that they've got that magic. Because this, this group, both of them, my media partner and my creative strategy partner, they got into the stores. They understood the guest experience. They lived the brand. And you can't buy that. There's a lot of people say, yeah, I want to work on the investors. Because it's sexy. It's fun. But they don't really understand what it's like. And what are the delighters in order to derailers that we have to face every day from a business perspective? Whether they're real or perceived. And these minimum women were able to demonstrate that with me. And I get pictures on them every weekend. Of them and their families or them and their teams. Having a cocktail going, you know, watching the game or going into the human crane, which you haven't experienced that. That's what I mean. I can imagine what it is. I know what it is. Yeah. You get, you get, you are in the crane, right? Yeah. So you know the crane machines, right? Yeah. Yeah. Yeah. When a prize, we have those. We love those. This one is a strap you under our harness. They pull you up. They spin you around and then drop you down into a big pit full of prizes. You grab them. You grab them. Of course. Yeah. It's a beautiful innovation. And it's great to hear, you know, die great creative agency. And you know, we would love to present a couple ideas. And for consideration, you can be as honest as you'd like to. But we're pretty well prepared to get about these ones. So let's get into it. You get the brand guard girls before you go or Mike. No, no, no, no. I can't test you to see how well the brand guard girls pull. We don't do guard girls. No, we don't just fire off. Yeah. This is what we're us. Yeah. All right. Jim, you want to hit him with the first one? Yeah. So I think it could be interesting here for a rebrand for a day, maybe a week here, but we'll rebrand it to David Buster. Find the one legally named David Buster in the US and make him the spokesperson and give him a year-free tickets over there. Love that. Love that. Well, did you see what we did? for a national video games day. - No, what'd you do? - We did a calling all Dave and Buster's. - Oh, so we said, if your name is Dave, Buster, or in this case, to be inclusive, and/or Anna. - Hmm, that's wrong. - That's a good deviation. - That's much better. - Come on, I think we'll use some free gameplay, but this is actually a different take. - This is the actual name. - Oh, this is great. That's my answer. - I can't believe I missed this. I usually have a good finger on the pulse, but this, I mean, the social post, the social post popped up. So, what happened? Did you get people to do it? - Yeah, they came in, yeah. I mean, you had to show us your ID card to make sure, you know? - Of course. - Say my name is Dave, you know? But maybe it was a lot of fun. We got a lot of traffic income again for that day. - That's Saturday. - Saturday is always a good day for us. But, yeah, I mean, but this is it, guys. You're hitting it, it's like, I didn't say no, right? This is a brand, because we were a brand that's all about fun and play. So, and for adults, so bring it. Keep going. - I want to hit, I want to hit you with one here. Maybe maybe the best idea from a insurance perspective, but Dave and Buster's Boxing Night, fight night. Dave and Buster's, the catch is that it's Buster Douglas, heavyweight champion of the world, Buster Douglas, against a random guy named Dave. - Oh my gosh, right? (laughing) That's fantastic. Can we sell tickets to it? We don't watch party. - Right, yeah, of course. And then it's like, you can, maybe you can like put, do some sort of recreation of like, you know, when you're in Vegas and you put a bet on the Boxing mat and the fight, but it's just tickets for the arcades and whatnot. I love it. - Love it, love it, love it, love it. - So we need to do so far. - For a little guy, maybe we should let them do get out on Mike Tyson's punch house. - That's a good idea. (laughing) All right, next one up here. The Federal Fun Reserve. Dave and Buster's holds an emergency, Federal Reserve-style press conference announcing an economic stimulus package that increases arcade ticket payouts by 50% nationwide for one day to combat ticket flation. - Thoughts. - Oh my gosh, yes. We have the political season coming up. November play, let's go. - I know midterms, midterms are right around the corner. It's time for Dave and Buster's to finally, you know, get into the game. - They've seen it on South Park, they've said it's okay. We just gotta wait 'til mid-November. - 'Cause that's when we're at that thought arc comes out. (laughing) - That's a good one. - So good, you know, the last one here, help from Ken Bates, one of our friends of the program here at Break-Antering, he's a great copywriter. Dave and Buster should have two mascots. Dave who represents order and buster that represents chaos. mascots, fun play, hot right now. You think of Liberty Piberty. Dave and Buster is one, too. - We got the devil on the shoulder. So which one would you be? Who's Dave and who's Buster? - I'm Dave Jack would be Buster. - We were if you were gonna hire us. - Yeah, of course we would cast ourselves to be Dave. - Sure, yeah. - One of you as we're orange, one of you as we're blue. So you gotta toss that up, too. - I have a follow-up question. Have you ever been tempted to cast yourself into an ad that you approved? - No, but you don't want to see that ever. - 'Cause I totally would. I totally would. - Which is, yeah. - Yeah, I'll just see him. - Did you ever as like training have to get into a costume? - I did. - Okay, so you might have some mascot capabilities yourself, Jeremy. - You have to make your movements 30 to 50% bigger so they translate. - That's fainting. - Emotions. - Was there ever an issue with that, like in your normal day-to-day life where you would carry over those reflexes? - Yeah, I have my hands planted firmly on my desk right now. Yeah, you're doing a good job. 'Cause otherwise my hands would be doing this all day long. It's a little chipped still in the back of my head with the mouse, so, you know. - Smart. - They upload the magic. It's all good. - The magic always remains. Jeremy, thank you so much for joining the show. It's been a pleasure. Appreciate you hearing us out. I can't wait to see that Halloween stuff. - It's been fun. Let's see what's going on. Yeah, come in for Halloween and check us out. - Sounds great. Jeremy Tucker's CMO, Dave and Luster's. Thank you so much. - Thank you. - Bye. - That was great. I love pitching ideas, no? That's our new thing. - It's our new thing. - Agents, these are going to get pissed at us. - Yeah, I know. - We've got to understand this. - Everybody's pissed at us. - You got to understand that, you know, it's only good. You can just steal the idea. - Yeah, you would be more free. - I would, you should cast like, if you buy it. - If there's actually an idea that's good, I give everyone permission to just steal it. And like, you don't even have to mention us at any point. - No. - We're going to cover it too. We're like, we give up with this. - No, we're not. - Oh, sorry. I'm not going to do that to people. - Look how good that idea was. - Yeah, right. Well, of course, I would be like, this is the best idea in the history of it. - You wouldn't be able to contain yourself. You would be like, I'll make this there. - Whoa. - Yes, that's my family. - Yeah, be like, look at this. Look at this, your boy made it. My mother has seen the billboard of me on asking for dates. - Asking for dates. She is concerned and not happy. Really, she's not happy. She's not happy. She said, your phone number is very similar to the rest of our family's phone numbers. So we don't need the whole family's phone numbers being docs. And I said, you don't own me, mom. I do what I want as she pays the phone bills. (laughing) Thank you, mother. Please continue to send money from father. She sent me right, it's crispy treats. - Oh, you got a new batch. I used to live with Jack. And I used to be able to tap into that. But now. - Homemade Rice Krispie Treats. - I got homemade Rice Krispie Treats. I was like, I don't really know what, I don't want to eat an entire sheet of Rice Krispie Treats. That is, I would, it's like a million calories. And it's just for me. - Into the office, Jonathan wants some. - No, Jonathan doesn't get any of the Rice Krispie Treats. Those are my risks. - You let them go bad. That's what you have in last year. - I don't know if they could go bad. I don't think Rice Krispie Treats actually can go bad. - That's true. - I think they just get stale. But it's like the, it's like when you get produce and it's like best buy a certain day, you got at least three more weeks after that to be able to eat it. - I did not know that. - Yeah, best buy just means. - That's a score. - It's not, it won't taste as good. But until I see the mold, I'm eating it. - Wow. - I'm eating. - Wow. - Anything else? Anything for you, Gina, before we wrap up and go into the weekend, me and you are on a flight tomorrow morning to Chicago Lee. What's with that? - And tonight we're going to the, we're going to an award show, the OBIES. - That's Dan Wardjo. - Out of home billboard interactive experience. - Yeah, so that'll be good. - I don't know if that's what it stands for, but off the dome, that was a pretty good improv there. - It'll be, it'll be a ton of fun. Are you, is there your favorite out of home ad of the last year go? - Mars. - Okay, besides ours. - Okay. - I mean, would you count the, experience, the hairball? - Okay, that's your favorite. - For sure, that thing was crazy. - For sure, you touched it. - I did, I did touch it. - What's your favorite? - I think it's gonna be, it's the Steph Curry. - Steph Curry, shoot the moon. - Well, that was like two years ago. - I'm still talking about it. - I have no idea. - It's always so funny with the award cycles. You're like, you know. - Periodic fable is still. - Periodic fable still in the running? - We should just do like from January 1st to January 1st. - Oh my God, that's it. - I agree. - Yeah, it's like, things have gone haywire because of all the different awards and they don't wanna line up the issues. They all don't wanna line up with each other. - Right. - So, they wanna have different times of the year. - One thing you can expect from breaking honoring media is we'll do agency of the year, out of the year awards on the show at the end of the year. - And Super Bowl, I think we're gonna do just a Super Bowl award. We're just gonna decide what it is. - We're gonna decide the best Super Bowl spot and it will be the definitive answer. - And that's all there is to it. - No voting, it's just our team. - I, production crew, how'd it go today? Everyone feel good? - That was what the baker, you guys, but can we talk about that? - That was a big tough one. - Listen, you came in horizontal or. - His camera is still, nothing, huh? - Hey, nothing JR can do about it. - He fixed it. - Hey, listen. You don't try and cast blame on him. - I was just curious, so we can address it. Radical candor is a framework, radical candor, and then we address it, and then we fix it and make sure it doesn't happen again. - My headline of the day was talking marketing. Talking marketing. - I thought that was a typo. I texted in the chat, put the G on there. - I can sense the IRL from JR when you heard you say that, like, dude doesn't understand the vision. Dude doesn't get the vision right now. - Yeah, I mean, there should be an apostrophe. - Offside. - Oh, ho, ho, ho, ho, ho. - Oh, shots fired. - Wow, you know, it's not gonna take, not gonna take a day. - Yeah, go around it. - That's right. - I feel moped. - I feel moped. - Feels pretty good. - Yeah, there you go. - Okay, that was a show. - Thanks everyone. - Nice job. - We'll be back on Tuesday. 12 p.m. Eastern time on LinkedIn YouTube. We will be live from Orlando, Florida. We're gonna go to Disney. - We're gonna go to Disney. - We should ask you to go to Brick and Disney. He's got connections. - We'll be at Masters of Marketing. We'll be, like, the conference will be behind us. We're gonna get the broadcasts, headsets are gonna be making their glorious return and we'll be live from the A&A's in Orlando, Masters of Marketing, CMOs. - CMOs. - The biggest CMOs in the world, including Mark Pritchard, who is the CMO of all CMOs. was complete legend, complete legend. - Yeah, yeah, yeah, yeah. - C&G basically invented modern advertising in the last. - Ball or two, big time basketball player. - Yes, he's a hoop because we'll talk about this. - Yeah, we'll talk about this. You gotta get your game sharpener. - He might actually ground you to a one player. - Good, I'll bring a basketball, I'll rock him up. - I don't know. - I'm gonna cross him up. - He might have you there. - Well, if tune in to find out, we'll see you Tuesday. Everybody, get back to work.