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social media is just a tool if it is not done right it cant be as effective as it can be the last two years is more predicated on being unbelievably strategic about the creative variable so that the creative wins and then do the media planning after the fact not in parallel or before the fact imagine you said to everyone we will not spend media unless the creative does well all of a sudden the creative changes overnight today we are so honored and thrilled to have with us the one and only garyvee [Applause] thank you thank you Ill start with the first question though I saw I know that Gary you have been launching Brands and businesses since you were seven and if you were to launch one of your businesses like for example your wine business today in todays day and age with this social landscape with the key what else that youre mentioning how will you do it differently you know not too differently in the macro um so for context I learned how to be a marketer because I ran my fathers