Brands Must Move at the Speed of Culture

Gary Vaynerchuk is doubling down on serving large corporations, believing they’re dangerously slow to adapt to today’s rapid marketing landscape.

Vaynerchuk’s agency, The Sasha Group, has been rebranded as ChukMedia and will exclusively focus on enterprise clients – joining VaynerMedia in serving major brands like Subway and Utz. This isn’t simply about expansion; it’s a strategic response to a fundamental shift in how marketing works. Vaynerchuk argues that traditional, “television commercial first” marketing is being overtaken by social-first strategies, and big brands are struggling to keep pace.

The pivotal moment, he recalls, was the 2013 Super Bowl blackout and Oreo’s instantly viral “You can still dunk in the dark” tweet. This demonstrated the power of real-time, culturally relevant content – a speed most large organizations can’t match. They’re bogged down by lengthy approval processes, legal reviews, and a prioritization of brand safety over cultural impact.

ChukMedia aims to redefine the marketing mid-funnel, placing organic social media at its core. Vaynerchuk advocates for massive investment in content creation tailored to each platform – from LinkedIn to TikTok – and a willingness to amplify successful organic content across all channels, even with significant financial backing. He calls this “interest media,” a system for testing audience response and optimizing marketing efforts from top to bottom.

While focusing on enterprise, Vaynerchuk emphasizes his continued commitment to small businesses, hinting at upcoming projects designed to support them. Ultimately, his move signals a belief that the future of marketing belongs to those who can react with speed, authenticity, and a deep understanding of the ever-evolving cultural conversation.