Marketing Operators What DTC Can Learn From Enterprise Media - with JMo, VaynerMedia
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Nov 18, 2025 Jon "JMo" Morgenstern, Head of Investment at VaynerMedia, manages a staggering $1.5B in media spend for big brands. He shares insights on how enterprise advertisers approach channel mix and allocation across platforms like Meta and TikTok. JMo emphasizes moving beyond last-click metrics to focus on brand lift and incrementality for sustainable growth. He discusses the balance of creative volume and diversity, testing niche personas, and the importance of organic performance as a foundation for scaling paid ads. A must-listen for marketers looking to elevate their strategy!
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Scale And Modern Media Mix
- VaynerMedia manages ~$1.5B in annual media and focuses on modern digital channels like Meta, TikTok, Google, YouTube.
- They pair creative and media to create a feedback flywheel rather than treating media buying as isolated execution.
Category Growth Drives Big-Brand Strategy
- Large CPG brands balance retail media and demand creation since household penetration and category growth matter.
- When a brand is near-saturated, priorities shift from pure DR to category and brand-building initiatives.
Measure Beyond Last-Click
- Keep measuring downstream sales incrementality even for awareness work; use both incremental lift studies and MMM.
- Combine causal MMM with brand lift and sales-lift experiments to get actionable channel ROI.