YouSaid · the spoken record

Amy Lanzi

lines on the record: 85
first: 2026-07-02
most recent: 2026-07-02
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“The reason I ask that question is I run around the past two or three years asking every web host web company, why should anyone make a website now? If I was a new creative, I was starting the Verge over again in 2026, I would not make a giant fancy desktop website. I would probably be a TikToker. My dancing is pretty good. It's not great, but I would probably start there. And the answer from all the web companies I've gotten is, oh, because you want to do retail and you want to escape fees on platforms. You want a different fee structure. And the best answer I ever got was from the CEO of Squarespace. We said a lot of people start websites with us just for the appearance of legitimacy.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Because if I now know if I'm a brand and you're one of my power influencers and I want to really have an owned relationship with you, this is a way for us to get closer to you as a brand.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Mean for the consumer, or I mean, it depends. We're getting one of the hottest topics we're getting right now is TikTok shops. Which is an interesting topic we can have another day. And that's because creators are saying, don't you want to buy this thing? And it's a one-click opportunity to go get it. For us, when some brands that are more used to selling through traditional retail channels, it's a pretty big lift to build that out. It still is. But the desired state is I want to buy your kid of parts, whatever you're talking to me about in your creator video, and I want to be able to buy it and do it then. That's a move we're starting to see. We also just see follow me and learn more about me as a creator. It's actually a cheat for serum.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“You can also have creators talk in a way that is a little more authentic to the audiences that a brand maybe can't go out with that message, but it's very complicated. So before we had influential, it was very hard every different brand partner had a different creator solution. And we still are interoperable. We work with other ones that are out there like Creator IQ. But it is easier for us if it's connected into our system because then we can get to see if it actually worked faster.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Working out very well because we have taken their technology and connected it to our identity so that I can now see you. I can see who you follow and then I can understand how to get closer to you or have the type of either the right creator choice or the right creative decisions that can enable me to get you to feel an emotional connection to my brand. Creator as a channel is also super efficient.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Talk more about influential. That was a big acquisition two years ago. I'm assuming it's been integrated. Yeah. That was the crater play for you. I know you were instrumental in that acquisition. It feels like the creator economy has taken a new shape this year, right? We are just hearing more and more about the biggest creators in the world and the biggest platforms. Influential was much more of a scale play, right? An idea that you could go and do a lot of analysis of what was happening on these platforms at like massive scale. How is that working out?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So the more you have them connected, the more you can actually say, did this really work? Did it really drive someone to buy more things? So that's the reason why the capabilities are now being. So think about them as capabilities versus assets in this conversation.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“It's the desired state of a system. So for me, hence why we have a chief systems officer, there are capabilities that we built. So last time we met or two times ago, I talked about building the commerce capability and the acquisition of profiteero that I led. That was really to get to a unique set of data so we could build a better commerce capability so we could advise our clients on how they should be investing in some of these retail media partner spaces at the time. How do you win the digital shelf was really the business problem to solve when we made that acquisition? That holds true for the acquisition of influential. How do we create creator as a channel? How do we harness the creator in a way that's also easier for clients? If you don't bring those things into a bundled offer, it's actually really hard for clients because there's seven different versions of profiteer calling on them. There's seven different influential partners that are those types of partners that are calling on them.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Some of them are and some of them are not. And the more they start to see headwinds, they are more leaned into participating in a way that we, you know, ideally we want to do data collaboration with these partners because it's better for our clients that we can say we knew more about this growth audience on platform. I'm not going to say X because that's not, I'm not saying X on platform Y. We know more about them. No one knows anything about it. And this is how we're going to grow your brand. And that's a good joint story for a platform and an agency partner to come in to talk about because we've been able to actually share data and look at that in a way that's beneficial for the consumer in the end.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“That's what happens when it's just left to go on its own without someone thinking about suppressing messaging, without understanding consumers better because you actually win hearts and minds when you're doing something that's not as expected because people are complicated. So I think that there is a moment in time where to us, it's like we say to our clients, you need to work with all of them because all of us spend time on all in all these different places for different reasons why you choose to spend time on Pinterest versus Meta versus Amazon versus Walmart Connect. All of them are different roles in terms of how the platforms work for you in your life. So why would you put all of your dollars in one place? And so for me, those players are shifting in and out depending on what we think that growth audience is doing and how they're thinking about intersecting with that category.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“And today, look at how often on this beach there are different players on the beach. Everyone doesn't stay in this position forever, and people are complicated. I would offer that I think if I started seeing your wonderful ad 50 times, I would say, I don't want to see this anymore and I actually don't like that shampoo.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So presumably the goal of buying Live Ramp, which is a giant data platform, is to lever up against Meta and say, actually, we know as much about these customers as you do, right? We can distill information across all the platforms, and we will actually do a better job for our clients of placing the creative in the right place at the right time. This sort of implies that Meta will participate. Why would they do that?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Acres of GPUs with which to do it. And the argument there is, yes, the Army of Unpaid Teenagers will make the fun stuff that you watch and the advertising will just show up magically on the platform and find the right person at the right time. Again, I read that as you should just let Meta make the creative for you. You just give them a picture of the shampoo bottle and they will put it in the right place on the right background. For me, it will be pictures of trucks jumping over things and exploding. And then shampoo will appear at the end. They're like, that's the shampoo for me. And it would work. If any of you need an idea to target me specifically, that would work. That is like no agency is ever going to make something that niche. Right. But you, for example, publish about LiveRAM to take all that data out.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Can I push in this not to? Port Matt's ideas here and I do it. Just make the argument because you and I have talked about it before the way, in particular Mark Zuckerberg talks about it, is at some point they know more about the viewer of Instagram than anybody, or they want to know more about the viewer of Instagram than anybody, and they will just deliver the right creative to that person at the right moment. This is the same argument as programmatic. Only now they have”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“But I think we are not in a world where we need more content. Does anyone want more content? We are not in a world where we need more content. So that idea, targeting, assumes that we have endless amounts of content and impressions as a concept. And I think those are two worlds that still need to be decoupled. But when they're put together, it needs to be in a way that you are constantly learning. How did that do? Did I gain more attention from a certain type of growth audience I'm trying to get to?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I figure anyway. It's terrible, right? It's terrible for our business. Creative is targeting. Only because it sounds horrible. Creative is emotional and lovely and magical. How can it be emotional and magical if it's targeting you? Those are two words that don't go together. So to me, the brands that I think are doing really well are deciding not to do that or to do it in a way that feels so contextually relevant because they know so much about Gen Z on meta that they've decided that they need to do this to be able to drive velocity for a certain type of brand. And that feels fit for that brand.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“The more you are closer to your consumers and all the places they're spending time from a Data identity, how you're doing, however you're systematically doing that is the most important thing. So you can see how they are reacting to said, what did you say?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“We make two podcasts a week. We don't do scale at that level. But I hear creativism you're targeting, and I think that is a demand for output. Like, no one has ever heard before, right? We're going to find your customer for you. You just feed the machine with as much as you can. And it seems obvious to me that your two choices in that world of creativism and targeting, I think metas andromeda system is kind of the biggest example of this, is either you're going to feed it with AI creative, you're going to let them do it or you're going to have your own AI creative system, or you're going to let a million creators and influencers do it for you. How do you plug a growth engine into a world where that's what the platforms are all saying?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“We're back with Digitase CEO Amy Lanzi, live at Cannes discussing the ways AI is changing the marketing industry. I basically have two themes that I want to talk about. One is data and scale and one is craters. This kind of sits right in the middle of them. And I just keep thinking about this phrase that I've heard meta use the most, but the other platforms use it a lot too. And it's creative is the new targeting. And I hear that and I don't make ads.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“If you do this right and you create a system, a marketing system, you will be able to live beyond the two years path because you're creating a growth engine. If you are only wanting to do two tent-pole marketing campaigns, that's probably not going to go well after two years.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I feel like the audience here can knows this, but for the Dakota audience in their car listening to this, the conventional wisdom was that CMOs only ever had two years on the job, maybe less. Like you were dead the moment you showed up. You got to execute one big campaign. You found the bathroom, and then you were out. I hope you heard everyone in this room laugh. That was the most knowing laugh in the world. This seems like a much longer term role. Like if your Chup is the new CMO and your job is to transform the entire business from the bottom up over and over again, it's a lot of instability. Do you think these are longer-term roles?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“The previous version of this YMO. Sure. Because if they're not just like the whole we are in a chaotic world and all the rise of, we're in an area of convergence. So if you are a CMO and you're not thinking about your data layer, you're not thinking about your full stacks, you can get closer to consumer and get to better creative, better use of creators, you are not going to be doing well in the future. So I think whether it's CMO 2.0 or you're moving into that CGO role. That's really the future of that type of function in an organization.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“It's a fundamental part of that capability that needs to live the marketing capability now as a system. So brand building and the fundamentals matter more than anything. What you stand for and how you show up, what you're the answer for, especially with LLMs, is really important. And it has to be authentic for the brands to grow. That's still the case. You just can't stop there. It needs to be attached to a system. And ideally, you have some sort of data intelligence layer. So I'm learning more and more about you so that I can then redefine my marketing stories to then reshape how I'm showing up if it's not working, if it's not selling more candy, if it's not selling more cars. How do we change faster versus CMO was responsible for building these campaigns and then moving on? And that is not going to be that role is a dying role. And it should be. It should be marketing drives commercial value. Marketing drives shareholder value.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So you are a data person you've always been a data person. I'm really curious about that. The idea that the marketing function is now so directly tied to business results. And I see it on the tech platforms all the time. You and I have talked about this before. Mark Stockerberg will just look every single one of you in the eyes and say, I'm going to kill you. And he does it without remorse, right? His vision is that you will just pay meta and it will make creative for you. It will find the audience for you and they will deliver you business results. And almost everything in the middle from money in to money app gets automated away by meta's intelligence stack. The idea of the chief growth officer feels of a piece with that, right? That the marketing function is now a business function and it needs a data layer. It needs all these things. Where do you see the creative fitting into it? Where do you see the classic form of brand building”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“That's why we're good friends. I make up a lot of things. I was just coming from the Forbes CMO Council thing, and there was a whole conversation on the rise of the CGO. What that means is CGOs, CMOs formally were really responsible for making marketing magic, campaigns, media investment. Now they are responsible for building capabilities. And they need a partner to help transform their solutions. So it's a people problem as well as a tech problem. So that's why we have that discrete chief transformation officer role.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Are really about marketing systems. And so you need to have someone that can come in and understand that and meet them where they are. And then we then think about the marketing flows that will marry to the system that works within some of their tech choices, et cetera, as two examples. The third chief transformation officer is, and this is a big conversation here, is around clients wanting to transform, particularly CMOs transforming into CGOs.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“You've always inspired me with how to structure yourself and how do you make decisions. So, the first time we talked about it, I had been in this role for just a little bit of time, and we had set our culture, which is we're fearless, inventive, and generous, that still holds on how we make decisions. Org structure-wise, we needed to figure out exactly what you just said is how do we do things in the underpinning of the agency that will enable all of our different practices to be able to scale faster, leveraging intelligence, and of course intelligence is code for AI in the story. So that's why we have our chief intelligence officer, which was a pickup from data and analytics, into like liberating that into an intelligent platform that all of our agents are built on, and then also all of our employees use. The second is systems thinking. So we took the traditional COO role and turned that into a chief systems officer role, or really redefined both of those roles because all of our client conversations”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“To clients, then what you might have brought in the first round because you can do many rounds before you actually get to the final product. And that's how you get to the unique outcome.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So, for me, and I'll talk about Digitasia in particular, we started to make our people better unicorns, as we talked about the last time we met. So it was really to say, okay, everyone, look at what's on your desk, like what's in your day, and think about what you absolutely could build an agent to do. And that way we free up our time to do this. So that's where we started. And then what was fascinating is the magical things that we're able to be built by the young talent in the industry that is solving a working problem, but eventually a business problem that still holds because every day, you know, I always say as a Gen Xer, I'm like hackers wanted. If you have a hacking mentality and you're curious, you can actually do better things than I did when I was a hacker in that age. So it enables us to use our agents, use our data to get to better ideas, better workflows that are more of a surprise and delay.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“You were early, right? You bought influential in 2024. To do analysis of how the Creator ecosystem was doing. You have Digitos AI, which is two years now. How do you think about those products on those platforms in an ecosystem that is full of these promises?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“And that was a time when it was all just going to magically happen. And it magically still needs people, still has the nuance of brands and the marketplace and all of the things that we do to define our partnerships and what are going to be game changers. So I go back to that because I feel like the AI story is the new programmatic story with the promise of everything just being absolutely automated and that absolutely did not happen. And so again, when programmatic was rising, there were all those promises at that time as well. And now we are living that. But what is different here is it's coming from either agency partners or tech and platform partners. So it creates a different kind of chaos to where you started.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So, whenever this conversation comes about, the promise of AI, I always go back to the promise of programmatic. How many of you remember when programmatic was a thing? No more people. It was all going to magically. One in this room admitted it.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Having is what the pressure of the tech platforms on the media ecosystem, whether that's publishers, whether that's agencies, whether that's creators at some point, we'll come to that. But the idea that the platforms have enough scale to promise you business results and then deliver them whether or not that happens, but they certainly can make those promises, is leading to, I think, some of these outcomes, some of these promises about AI and what it might be able to do. Is there any reality to that, or is that just a reaction to the pressure?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“You for bringing up our fun video, and it was really designed to stimulate conversations like this. And in the business right now, it's kind of crazy. I've been in this business for a long time, and we are seeing all kinds of partners offer wild things in the pitch process, different than it's been before, whether it's all the things that were, of course, hyped in that video, but also just insane commercial deals that are just generally bad for people and the business. And they're coming in all different types, whether it's about free AI, free platform, free whatever, that is creating a dynamic that is not good for all of us in this industry because we all need to work together. It is a people business and that all of those things really long-term creative people problem.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“We only travel a long ways to talk to each other in front of live audiences, which is wonderful. Thank you all for being here. Thanks to Uber for having us. I have a lot to talk to you about. It seems like every year we hang out and the entire advertising industry is in a new form of chaos. And that chaos doesn't really get resolved. We just kind of move on to the next form of chaos. This year it's AI. I don't think that's a surprise to know in this room. Everywhere here at Cannes, the conversation is about AI. Let's just get started. Publicis put out what you would call a fake ad, a documentary ad. It's called the wrong promises, and it is basically just a series of vignettes of promises people are making in pitches, including you don't have to pay us until you win a lion, which is incredible. And it says this is real at the bottom.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT