For us, creativity means thinking about the lives of our audience and how to connect with them.
It's not about creating something that eight billion people would like. It's about creating something and being able to reach the maybe, like, one million people that would like it a lot.
Vice has done a great job at talking to millennials.
Advertising works most effectively when it's in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook - they share information with their friends, they learn about what their friends are doing - so there's really a whole new opportunity for a new type of advertising model within that.
That's one thing brands are understanding is, I'm the blogger who's not writing about fashion. I'm not writing about beauty. I'm not writing about gossip. I'm not writing about politics. I'm writing about all of that. I'm the person they can come to if they just want to reach people who care and have their fingers on pop culture.
The model of getting the consumer to come to you is old, and the new model is how can you get to the consumer on their terms, in ways they want to engage in. How people are choosing to interface with content is very different. You've got to marry different platforms.
There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers.
To reach a mass audience, you have to offer more than just hostility.
You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.
If you can reach people in their pockets, on their lunch breaks, on their commutes to and from work, on recess at school, and make things they want to see, that's an amazing thing for a show like ours.
Marketers sometimes get caught in this lie that you must talk to people only in the voice that they recognize.
Advertisers really want to create ads that are relevant to the realtime experience.
'Teen Vogue' is so much more than just a magazine. It's so much more than just a website. It's so much more than social. It's really about the audience, and so we're going to continue to innovate and continue to find new ways of reaching this audience in meaningful ways.
I think - I'm always interested in reaching people in different ways, not by - not by just standing on a - randomly on a subway platform.
I don't just want to create products. I want to reach into people's hearts and minds. I want to create memories.
