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As the EVP Global Businss Business Development at VaynerX, I lead a team of talented…
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Sean Walsh reposted thisSean Walsh reposted thisOrganic social took poppi from a product no one had heard of and grew it into a brand now worth 2 billion dollars. 🥤 What works for brands today is completely different than what it used to be. At yesterday’s Marketing Procurement iQ Conference, Sean Walsh (EVP, Global Business Development) dove into what modern brands, like Poppi, are doing to earn attention and scale their business. Speaking to a room of marketing leaders, Sean urged one major takeaway: No matter what you’re selling, or who you’re pitching to, this is the playbook that all brands need to have in their back pocket in 2026. #mktgprocureiqconf
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Sean Walsh reposted thisSean Walsh reposted thisThe Media World in 2026…What does that actually look like? An expert panel at Marketing Procurement iQ weighed in yesterday, and one theme that kept circulating: governance. No matter where the conversation weaved, it returned there. Different speakers. Different angles. The same underlying tension emerged: the industry has evolved faster than the models to manage it. Nick Manning set the tone saying → we’ve over-indexed on conversion and under-indexed on demand creation. Procurement moving upstream is part of the correction. Simon Michaelides focused on trust and effectiveness → rebuilding marketing as a long-term growth engine, not just a short-term performance lever. Sean Walsh challenged the structure → distribution is now algorithmic. Creative and media operate as one system, but governance still treats them separately. Brands like Poppi [with 60% of spend on organic TikTok pre-$2B PepsiCo exit] show the playbook: earned reach first, organic fuels paid. Bill Reese brought the enterprise lens → outcomes-based models can unlock growth, but without guardrails they introduce risk to both margin and brand integrity. Rak Patel highlighted the imbalance → platforms are capturing value without necessarily operating to the same standards. And I spoke about responsible marketing as a core question within governance. Not ESG. Not positioning. Real accountability. Knowing whether every pound spent is accountable, whether it is reaching real people, and whether you can defend how your marketing operates end-to-end. AI is accelerating this conversation. It is forcing organisations to reassess ownership, capability, and where their competitive advantage actually sits. The media world in 2026 won’t be defined by channels, it will be defined by whether organisations can build governance models that match the systems they now operate in. #Procurement #Media #Marketing #ResponsibleMarketing
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Sean Walsh shared thisGreat day at Marketing Procurement iQ today - thanks Nick Manning and team for hosting a great event.Sean Walsh shared thisWhat the sign says…👀 At today’s Marketing Procurement iQ Conference, you may have spotted VaynerMedia on the panel stage (shoutout to Rachel Wentzel, our VP of Client Procurement) or in the press with Sean Walsh’s (EVP, Global Business Development) feature in The Review Magazine. Wherever you may have spotted us, our VaynerMedia EMEA team was on the ground at #mktgprocureiqconf diving into all the intricacies of marketing procurement that leaders should pay attention to in 2026. And in case you missed it…you really are underinvesting in organic social. 🫢 Learn more about our social at the center strategy and how it can help your brand here 👉 https://vaynermedia.com/
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Sean Walsh shared thisExcited to announce that I’ll be speaking at Marketing Procurement iQ in London 🇬🇧 next week. My session, "Modern Procurement in the Age of Relevance," is a meant to serve as a wake up call to the industry. For too long, we’ve operated in the "Era of Efficiency"—perfecting the art of buying the cheapest possible impressions for content that nobody actually wants to watch. In 2026, we're living in the "Age of Relevance" - and efficiency without effectiveness is just well-optimized waste. I’ll be breaking down why shifting to a social-first model is the only way to de-risk your media spend and scale relevance in the process. If you’re going to be at The Oval, let's connect! See you in London 🇬🇧 VaynerX VaynerMedia EMEA Marketing Procurement iQ #MarketingProcurement #MarProiQ #VaynerX #AgeOfRelevance #Procurement #MarketingStrategy
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Sean Walsh shared thisWhen Jason Loomis talks, its a good idea to listen! Some good stuff here from the ChukMedia crew with our friends Digiday!Sean Walsh shared thisThe modern media model has done a complete 180. 🔄 For too long, marketers have played a losing game: buying costly attention to disguise bad creative. At this week's Digiday Media Buying Summit, Jason Loomis (SVP and Head of Media, ChukMedia), and Liza Darnell (VP Marketing, Utz Brands) broke down how the modern media model has flipped from paid-owned-earned (P.O.E) to owned-earned-paid (O.E.P.). and it's an arbitrage strategy that’s proven to work. 🚀 By treating your owned organic social channels as a high-speed, zero-cost content lab, you can identify and prove what truly resonates with your audience. By the time you put a dollar behind a post, you already know it wins. Stop guessing and start scaling what's already proven. 💫
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Sean Walsh shared thisPreps finest making moves. So fired up for Kevin Fox Joseph Fox and Thomas Fox, CLCS - and the best part is I know these three are only just getting started :)Sean Walsh shared thisFor Kevin Fox ’06, Joseph Fox ’05, and Thomas Fox, CLCS ’14, Capstone Group was never just a business venture. It was an extension of something that started years earlier on the basketball courts, built on competition, trust, and a shared commitment to the team. “We always talked about eventually building something together,” Joe says. “It was never really a question of if, just when.” At the time, the insurance industry was filled with transactional agents. Kevin and Joe believed there was room for something more consultative and relationship-driven, a firm that could serve as a true advisor to mid- and large-sized employers navigating complex commercial insurance and employee benefits programs. That conviction led to the founding of Capstone Group, with Kevin serving as Managing Partner and Joe as Executive Vice President. The final piece came when their youngest brother, Tom, joined the firm after graduating from college. Now a Vice President at Capstone, Tom embraced the opportunity to work alongside the two men he had long considered both mentors and best friends. READ MORE: https://lnkd.in/gr_xVVee
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Sean Walsh shared thisLucky to get to have fun with Peter Chun and Nick Miaritis every day!Sean Walsh shared thisSpend time with people that light you up. There’s always some fun to be had traveling with these two ❤️👊 Georgina Ramamurthy capturing the moment perfectly. VaynerX VaynerMedia Sean Walsh Peter Chun
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Sean Walsh shared thisJoin the best team in the biz!!!Sean Walsh shared thisLondon Mktg Friends -- New Year, New Role?! VaynerMedia EMEA is hiring for a Sr Manager, MarComms... and we need referrals! Looking for someone who is well versed in the London advertising scene; loves social-first brand building, and is ready to help us drive the next wave of growth across the region. Perks include an amazing team, a beautiful new office, and getting to work closely with the one and only Marcus Krzastek :) No recruiters, in office role, pls see link in comments to apply! #hiring #openrole #london
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Sean Walsh reposted thisSean Walsh reposted thisOld marketing strategy: - Pick a campaign in a boardroom - Put social at the bottom of the funnel - Treat it as an afterthought for distribution - Run the same creative everywhere - Wonder why nothing performs New marketing strategy (Social at the Center): - Proven, full funnel creative before spending (stop spending money on bad creative!) - Real, earned reach that compounds - Consumer relevance at scale This is what we do at The Sasha Group (https://lnkd.in/ea7hs6gw). And we're seeing more brands finally understand the real business impact of this approach. It's not complicated - but it requires rewiring away from classic marketing that doesn't work in a modern attention economy. **If you want to be part of this, we're hiring. A lot 🙂** Open roles: • Resident (Entry Level) - no experience required • Senior Analyst (1-2 years) - in-platform activation • Media Manager (2-4 years) - hands-on execution • Associate Director (5+ years) - lead campaigns and teams Locations: Primarily NYC with flexibility for Chattanooga, Atlanta, Los Angeles, and Miami. Get in touch with me or Saudia Sheriff if you think you'd be a good fit. We're building something here. Come be part of it.Behind the success of VaynerX's The Sasha Group: ‘Social-at-the-center’ marketingBehind the success of VaynerX's The Sasha Group: ‘Social-at-the-center’ marketing
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Thanks for the kind words Rebecca Bellairs - great recap!!
Sean Walsh replied to a comment
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Rebecca Bellairs insta algo anxiety is a real thing!! Thanks so much - hope you enjoy the rest of the conference.
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Sean Walsh liked thisSean Walsh liked thisYou, reading this, hold the power for earned reach and attention. Not the algorithm. 📲 The way that organic content is shared and amplified has completely shifted. For modern marketers today, it's about so much more than putting creative and media together. It’s all about understanding the intricacies behind organic social, from what's driving impressions to what people are choosing to pay attention to. Sean Walsh (EVP, Global Business Development) dove into all this and more at the Marketing Procurement iQ Conference, offering the latest insights into what drives success in today's marketing industry.
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Sean Walsh reacted on thisSean Walsh reacted on thisAgencies aren’t to be trusted and will take you for a ride if you don’t watch them like a hawk. Brand and agency collaboration is king and the sum of our parts is greater together. (Inspiring session from Ruben Schreurs) Both of those statements were made in the same room, on the same day, at Marketing Procurement iQ last week. And that’s what made this event great. (And for the record, I’m firmly in camp 2) It wasn’t an echo chamber. A room where people with genuinely different views on how this industry works were willing to say them out loud, and the tension was the fun of it. A few key takeaways: Beating the algorithm has got a whole lot harder. And more money won’t fix it if you aren’t resonating. That’s a huge opportunity for smaller players. Awesome session from Sean Walsh. Media pricing “commitments” need a rebrand to media pricing “ambitions.” The delta between expectations versus reality of attainment is felt keenly. Inventory media got both barrels - claims of funding nefarious activity AND a genuinely useful performance tool if you go in with your eyes open. The one thread that ran through everything: marketing procurement needs to get the balance right between efficiency and growth. We’ve spent years proving we can save money. The harder proof point is that we can help spend it better. Me and my good friend Scott Foster-Perkins also led a session on disaster planning - more on that soon. Huge credit to the curation this year and to the birth of the Marketing Procurement Awards. A new standard has been set for our profession- thank you for having me. Geoff Hall Tina Fegent (FCIPS) Nick Manning Traci Dunne
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Sean Walsh liked thisSean Walsh liked thisIf you think you know the answer…think again. 💬 Today’s technology moves quickly. So quick that if you blink, your latest strategy can change in an instant...especially when AI is involved. At the Marketing Procurement iQ Conference, Sean Walsh (EVP, Global Business Development) shared the latest update on what platforms are breaking through to LLMs and how it has evolved in just a few short months. In a world of instant updates, agility is your brand's greatest competitive advantage. 🔑 #mktgprocureiqconf
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