Why owned is the new paid: A media model flip marketers can’t afford to miss
If you were at Mumbrella360 this week, you’d know that the game has fundamentally changed. Social media is where consumer attention is spent today, and should be at the centre of building your brand. Avery Akkineni, CMO of VaynerX, explains why owned media is the new paid.
For years, the go-to playbook in Australia (and around the world) has been simple: create a campaign, drop media budget behind it, and hope it lands. Big idea + big spend = big impact.
But that formula was always flawed. Attention is scarce, culture moves in real-time, and paid-first strategies are delivering diminishing returns.
Audiences today scroll faster, skip quicker, and care less. You can’t just buy your way into relevance anymore.
