YouSaid · the spoken record

Kristin Lemkau

lines on the record: 76
first: 2025-09-15
most recent: 2025-09-15
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

“Well, keep me in mind is all I'll say. I'll keep you in mind. I've got a whole company of educational media. It's very brand safe, good people do an interesting thing. Big halo around it. You can help make the world better. Just advertise with complexity. Okay.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Well, brands need both. You need to be thinking fast and slow because if everything is focused on buy now, do this, then you don't remember that brand. So you do need to create these emotional structures with consumers.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I mean, I wish there was more sort of brand favorability kind of advertising in my world. I feel like I'm really sales focused. The partners that I work with are very much like, I don't really care how you did. As long as we made more money than it cost us to advertise with you, that's all we care about. Which is understandable. But sometimes I just wish I could have a big old Toyota sponsorship or something.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“And my thing is that you can't trust. Any of them, you need a healthy. Unbiased partner to look across To be able to really have the right point of view on what happened in the market. And again, sales matter. Sales is a pretty good outcome of did we sell more things”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“No, like when you think about all the different data and tech partners, everyone comes in with, it did this, it did that, it did this, it did that. And to our previous commentary on different media partners and how they measure things, it's all not the same.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Right, but it's always been changing. And here's why I think it's the same. My orientation is around did this drive my client's business? So if that's always been your orientation and you're using the data to say, did this sell more things? Did I recruit more consumers in? It's the same. If you're holding on to what you think it used to be, which is we're setting culture, everyone will do exactly what we'll do, what we want them to do, then it's really hard But I've never, I grew up in a different, again, I'm a quant. The founder that I work for picked people that weren't really marketing and advertising people. And he trained all of us to have this point, a consulting point of view. The only thing that matters is if you're surprising and delighting consumers and if they're buying more things.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“So I don't love the influencer concept. I like the idea of creators informing, again, being a brand's best friend and saying like, hey, maybe you should do this. That's how I think of creators and how I counsel our brands and how creators are a meaningful part of their, almost their marketing organization, really.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Oh, yeah, it's hard. It's hard. It's recorded, yeah, for sure. It's hard. No, it is, yeah. I mean, it's not something I would have gotten into if I hadn't had a 15 years of messing around in the space before. But I'll hit you with my influencer definition, which is that the reason I don't like it is because it defines my job as what I do for you rather than what I do for my audience. So my job isn't to influence my audience. My job is to make things that they will like. And then I am paid to influence them by companies sometimes. So my job is an influencer. My time is a creator. But absolutely, I see that the way that the job that I do for You know, when someone buys a brand deal on Hank's channel, the job that I do for that person is influencing. But the job that I do for my audience.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yes, but then I think some creators, that's their hope and dream is to create a brand, but also you get into supply chain dynamics distribution. Oh, yeah, it's hard. It's hard. It's good, yeah, for sure. But it's hard.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Agreed. Yes. This is, and like, you know, this is why creators are creating brands because It's easier to draw the line for your audience from this is me to this is the thing I made than it is from this is me to like this is the thing someone else made that I like”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“That's how I consider it. And it's almost. To me, the future is collaborating with creators big and small. And your brand has to show up with a place and a point of view so that creator feels connected to it authentically. And then you co-create what makes sense. And then the community can feed back on how do I make the next product extension. What is that thing that I should be doing? The creators or the community is fantastic at feeding your pipeline. And I think the more you have a fluid relationship with creators, the more you will be successful because consumers see themselves and creators before they see themselves in a brand.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“My position is the same on it. And every time I hear it on a See a client brief, it's wildly, is it a creator, is it an influencer? I would say creators don't want to be treated as influencers, but they all really want to be Hollywood stars eventually. So it is a very interesting fluid space still. I'll push back against that.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yes, so we acquired influential, then captivate. This enables us to have access to 15 million creators globally. That enables you to quickly find these micro influencers or creators, whatever language you want to use. We had a lot of debate about this the last time I was actually.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“But even that is very fractured. It's not like there's a Michael Jordan anymore. If you're working with creators on Instagram. In a market that I'm super interested, like science communicators, there might be somebody who has 100,000 or 500,000 followers that I have never heard of. And like, that's my business. So that's crazy how much work that can be. And I assume that you've acquired or built a big thing like that internally.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“I mean, I think that creator collabs are a must for modern brands. Bringing creators in is like bringing in a series of best friends. We all follow creators that they feel like they're your friends. And then all of a sudden you're”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Especially in the world of search and AI, this is an interesting thing when you're watching that shift. So you as a brand really have to be the answer for something. So then I know, oh, this brand is the answer for this. And then how they're going to help me be a better runner, how they're helped me going to be a better parent. I'm not dependent on what is fed to me through search platform, whatever. And I'm going to make that decision. Oh, I know that this brand is going to be my brand. You're probably thinking of certain brands you just automatically go to. And you need to be able to figure out how you're balancing out your need for paid to basically engage with those that are your fans, and then you keep them to be your super fans.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, like think, you know, a retailer versus a packaged good brand versus a travel partner. And so some of them are more dependent on paid than others. So, if you're a brand today, you have to really be thinking about how do I get closer to my consumers so that I can act as a brand as a publisher. So think about certain brands you might have downloaded the app and they're already in your phone. You already have a relationship with that brand. And then therefore I'm not as dependent on investing more dollars in meta or Google or whoever because I have you. I've won the battle of the storefront on your phone.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“You need to be very good to compete as a small agency. And if you're very good, you can do well because most scaled clients also have determined a partner that's large that can do the big things like media, like your media partner. So then that sort of enables some of the smaller players to come in and out because someone else has solved the big infrastructure need in the marketing world.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“It's like that Reddit example is because they are a gigantic partner of ours, so I'm able to work with them because we are a scaled partner and I'm able to make things because of that scale. Is really important. So, in my world, if I don't have that, and a client calls me and says, I want sports consulting. That is not what we do. I can say, great, I can call agency X and I'm going to bring my friends into this session, their trusted partners. I brief them. Much faster for the client. They don't have to worry about all the other things.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“The competition is wider than what I'll call the hold codes you've identified. So there's publicists, there's Omnicom, there's WPP, there's a handful of them. I think there's about six that you would look at in terms of hold cos. Then there's many independents that come in with a point solution that are fantastic at creative product or they're fantastic at CRM. And there are many of those that may be part of a hold code or are more independent.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“No, because the business is really about balancing the art and science. So there's, you know, the founder that I worked for at an agency that was eventually acquired by Omnicom, he would say there are people that are linear thinkers and gut thinkers know the difference and you need to be able to walk right down the middle. So, if you're always leaning on the data, you may do nothing that's very interesting, perhaps. But if you're always focused on that gut feeling, I think this is cool, whatever, that may not be the thing that breaks through. So you have to be able to harness both to really do something that's going to deliver breakthrough thinking and growth.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“So that's pretty exciting. And if you're okay with following the data versus wanting to put out things you think are cool, you're in the right business. And I think that's a change in the market where you need big ideas, but the ability to be humble to say, well, that didn't work and we need to do something else faster.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Two things. It's an exciting time to be in an agency because all of the complexity enables us to see what actually worked. Because we have so much data. The core of Digitas data analytics, it was born to compete with the more traditional creative agencies that were just making ads for TV. And it was born on the promise of direct marketing. If I know more about you, I can think about what I should be sending to your house. So now when you think about what's happening, it's like I can tell you, no, no, no, your question earlier around did this perform? Is my investment in YouTube performing harder than my investment in other places? When we think about closed-loop measurement, I can pretty much start to figure out what's working and what isn't.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“It goes very technical very fast, and it's important because we want to have where we started the call around greater personalization. You're a busy person, so I would hope the communications I send you are more on par with what you need versus waste. But that doesn't mean we don't need to thoughtfully think about the brand, what it stands for, what you want to engage with through culture, what you don't, what kind of new products you want to make, that takes time. And so I agree with you. I think it's an important thing to bring into the fold, but I don't see it completely just collapsing in the next quarter.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“So let's pretend everything turns over. Then all of a sudden they graduate and they suddenly get out of business school or whatever and they go to CPG XYZ. They don't know how to use that. They don't know how to use Adobe Journey Manager.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Saying that, oh, no, no. I think it is a people business. Clients call me because they say, I don't know what to do. What should I do? And that sometime as a technical question. And to your point, CMOs need to now be full stack operators. And that means you now need to be technically advanced to be able to choose between all these AI products that are coming at you, which is not really the core of most of them. It's not that they can't get there. It's just that they don't have another new set of a new team as well as a whole, you know, like that's a full other day job to be able to determine all of that and sort of the modern tech stack. So, the promise of it is great, not to mention brand managers aren't trained in business school to figure out how to use. The Adobe or Salesforce AI products.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“I'm of the opinion that this transition happens more slowly than we will expect than we might expect that it otherwise would because people have relationships with people and ultimately digitize advertising agency might be able to introduce some efficiencies, but ultimately a lot of what I would be paying for if GoodStore was working with digitas would be like someone who I trust who can explain the choices that are being made with my money. And then sort of starting from a place of a little bit of trust and working towards a lot of trust. And I guess I could probably develop. I don't know, maybe you let me know. Maybe not actually the most innovative thinkers. I'm sorry. I feel mean saying that.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“To me, the future is around how these things work together. You know, as you mentioned, digitas AI, for me, that was, we've been working on that for two years. And it really is how do we create agents to minimize low value activity that our clients don't care about, but we need to do. So then you're freeing up your time to do things that are human-based and more strategic. And that's more valuable to them. So, like reporting, pull the report. Sure, we did the report. Great. The insights around the report come from your brain. So let's make sure that we are, either whether it's through automation or it's through AI, you know, agents to be able to get to that level of output, but then be able to take the brand and our clients to the next place they should based on what we've learned from this assessment because we've done that much faster.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“It also matters when you think about brand governance and brand safety, right? When you think about AI to creative, and if you're familiar with programmatic and the amount of brand safety that's required to make sure that you are putting places in the right areas as well as that's the right content, all of that is even more important. So there's governance that's required so that brand is holding up to the integrity of what the brand should be and what it stands for. And that's still humans that need to be able to do that.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“This is the big hot topic in my industry. And of course there is a threat that there is a CMO that decides they're just going to feed AI partner and dump everything into that and let the robots take over. But I think we've also determined that humans matter. Humans matter to be able to come up with actually creative ideas. Not just content.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“It's not something like that. It's more that the more you use a product like that, therefore, more partners want to do more things with Reddit, whether it's more media investment or more content they're creating specific to Reddit. So it's more of, think of it as like a more of a lead gen opportunity for Reddit.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“So, what does that mean if a brand wants to do something on TikTok shops? What do they need? What does TikTok need to do? Do I as a brand need to do to be able to stand that up, et cetera? So we worked with them to build that out. And then part of it is being able to get the connection so that you're able to understand what's possible and also isn't moving, what insights are driving that assortment I should be selling on TikTok shops, for example.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“We have different engagement models and products with different partners. When TikTok four years ago, we built the TikTok community commerce effort. This was really before TikTok understood the power potential of TikTok shops.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“So that was an example. And so we had a couple of those come our way. And then we said to Reddit, hey, we think this could be a really interesting product for us to build together so that we can get to these insights faster for our clients.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, this is a place for Rivian. You may not spend more money on Reddit. You may spend more money on other places because they're trying to get moms. To buy their product. So don't fish where you already have won the people. This is your recruit and retain story.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Exactly. Exactly. Like, I'll give you a real example. We were working on Rivian. We were pitching their business, and Rivian is one of the most talked about brands on Reddit as an auto brand. Of you know, you would think just because they're an EV and they're not as giant as some of the other brands you might think of, but because the core of Reddit is really quite tech-oriented or the original power users of Reddit makes sense. So this is a place where”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“That's exactly right. And it's basically what can I learn from the chatter on Reddit that bubble up into insight so I can learn something that may not be expected, but is showing up in, you know, Reddit is kind of the. Is like the gossip channel of the internet”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“And so then we said to Retta, let's make product because this is something that we can do more with. That's a little bit of the things that a digitas would do for some of the other agencies may not focus on that. And then we build that into our value prop to clients. It also might be something that we give to other clients through that power of one model.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Know, for me, Digitas, when we think about ourselves as unicorns, the culture of Digitas were fearless, inventive, and generous. And our role is really finding those new inventive things that clients that come to us want and expect, that's a little different than some of where my sister agencies sit and where they focus on. So I'll give you an example. We worked with Reddit to build out their community insights AI product. This is something that we co-created with them. So that, because we found so much of our strategic planners were coming in looking for unique insights around what's going on in Red Eye at Reddit, how are people talking about these brands? What can we find that would help me understand my right to win? See, I used it again.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Having done a little research Sure, networked experience is essentially how we're delivering an experience around the consumer. So that we earn our way into your networks. You can't just put comms out there and put any communication out there and think that consumers are just going to take it. They are very hard to find. And we are in an attention battle. So I have to earn my way in as a brand that you go to and you pay attention to. That comes from a combination of the things I talked about, which is like, what do I stand for? How am I going as a brand make you faster, smarter? stronger, how am I going to find you in the places you're spending your attention, whether you're watching sports or whatever that is? And then how do I bring in some of those other services I talked about so that I'm continuing to drive growth for the brands we work with?”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Okay You asked me creative experiences. So you asked me about this mythical company, that means what do I sound like? What do I look like? What are the types of creative that I need to be able to engage with the consumers? Integrated media How am I able to take the money that you have to spend in media? And I'm going to tell you where to spend it. CRM. This is loyalty. How am I SMSing you and sending you emails so that you do more things with me and like me even more? Commerce, how do I make sure that I'm showing up in easy ways and seamless ways for you to buy my things? And then the last one is social. How am I using creators? How am I showing up in social so I am making the market for myself?”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“We are a modern marketing agency. We have five different practices that work together to deliver what we call networked experiences. That means how do I build experiences to be able to get Hank to move from like to love to loyalty with the brands that we represent, the practices are creative experiences, integrated media, CRM, commerce, social transformation.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“80% of your sales come from 20% of your customer base so when you're obsessed with acquisition you might not be getting incremental out of your core you also might be losing them because you're doing things to drive acquisition that may turn off your core audience So you should be thinking about recruiting and retaining always. As a way to think about creating your own brand flywheel.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“It's interesting, and I like this that you talk about the role of marketing in acquisition of a custom, but also the retention of that customer, which I completely agree with. I often find that when I'm working with marketing agencies, it's very sort of acquisition cost focused and not much thought, like retention sort of like is on us we think about retention, and that's not really sort of integrated into our marketing strategy.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Of platforms So then we think about how are we going to be able to both recruit and retain the consumers you want so that you can grow? Third, and I'm guessing, but this feels like a very socially relevant type of organization as well as the value prop you're putting out there is something we might want to have creators that are also loving this and wanting to make the market for you. That's something we call social as a system. So now I'm going to go out and say, we know that people that have cat video makers and people that make cooking videos and travel videos, those that follow those types of creators are also going to want to come and buy something from our store. So we're going to co-create with them so that they are then able to bring more understanding of our offering as well as eventually drive more sales as an example.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“How are we going to tell our story to the world? Part one. Second, how are we investing those dollars you might have to recruit and retain consumers? What makes sense? Are we spending all of our money on YouTube? Sounds like that's what you would like to do. I've had success on a framework.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“To help me understand what Digitas does, and I think that Digitas is a very interesting piece of the advertising industry, to really get nuts and bolts. Can you imagine for a moment that you are approached by a brand they do about $10 million in business a year? They're small. They donate all their profit to charity. They sell a variety of products, the ideas they're a store. Maybe it's a good dot store. This is the thing that I run. They have coffee and they have soap, and they're trying to figure out how to do marketing. If they approach you and were like, we're going to go big, we've got some money, we're going to try and get into this space. What would Digitas do? What services would they provide? How would they start? How would we start working together? What does that look like?”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“You know, if you watch, you know, if I look at my 11 year old where they spend time watching Minecraft creators on YouTube in our living room, when I would have watched whatever show that was on, right? So I agree with you, but, you know, sometimes you're not going to get things like.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“There are some moments that push you to be not on YouTube. I am a big fan of YouTube. Many of my clients are love the YouTube experience. If you can search, shop, social, all of those things coexist in one place. And it is the most watched thing that is horizontal in your living room.”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT
“Which is like, that's kind of an amazing thing that makes me feel like YouTube is a really valuable place to advertise, not to rep my home base here, but like it's a lot harder to, like for an unskippable ad on YouTube or YouTube reports whether or not someone skipped a skippable admin know that that person is there. Like they could mute their phone or their monitor or TV or whatever, but they aren't probably for the most part. And maybe some of those mid-rolls people could be in the other room. They're leaving YouTube on for company just like they did with TV. But it just feels like at this point, YouTube is TV. And it's surprising, like, if I was an advertiser, I'd be like, why would I ever, ever, unless I was trying to reach a very specific demographic, go on TV where it remains more expensive?”
2025-09-15 · Decoder with Nilay Patel · How brands and creators are fighting for your attention — and your money · IDENTIFIED FROM THE TRANSCRIPT