Geno Schellenberger and Jack Westerkamp built Breaking and Entering Media into must-watch content for ad industry leaders. Their "60 Seconds of Advertising News" has become essential morning viewing for agency executives and up-and-comers alike. The WSJ called it "vital viewing." They've become arguably the most influential industry news source since the advent of AdAge and AdWeek (both launched in the Mad Men era). How did that happen? ๐ญ) ๐๐ผ๐ป๐๐ฒ๐ป๐ ๐ง๐ต๐ฎ๐ ๐๐ฟ๐ฒ๐ฎ๐ธ๐ ๐๐ต๐ฒ ๐ ๐ผ๐น๐ฑ They blend news with entertainment. Short. Snackable. Fun and formatted for the iPhone era. Dooley Tombras, president of ad agency Tombras, likened them to Barstool Sports: "Advertising content is very traditional. B&E structurally aligns with how young people like to consume content." Jaime Robinson, CCO of Joan Creative, put it simply: "A lack of taking anybody or themselves so seriously is very needed right now in 2025. It's why they're so much fun to watch." While most ad trade publications haven't changed much in five decades. B&E flipped the script. ๐ฎ) ๐๐ฒ๐ฝ๐๐ต ๐ข๐๐ฒ๐ฟ ๐๐ฟ๐ฒ๐ฎ๐ฑ๐๐ต Jack explained why their 36K followers drives outsized impact: "๐๐บ ๐ด๐ฑ๐ฆ๐ข๐ฌ๐ช๐ฏ๐จ ๐ต๐ฐ ๐ข ๐ท๐ฆ๐ณ๐บ ๐ด๐ฑ๐ฆ๐ค๐ช๐ง๐ช๐ค 250,000-๐ฑ๐ฆ๐ณ๐ด๐ฐ๐ฏ ๐ฎ๐ข๐ณ๐ฌ๐ฆ๐ต, ๐ต๐ฉ๐ฆ๐ณ๐ฆ'๐ด ๐ด๐ฐ ๐ฎ๐ถ๐ค๐ฉ ๐ท๐ข๐ญ๐ถ๐ฆ ๐ต๐ฉ๐ฆ๐ณ๐ฆ. ๐๐ฉ๐ฆ ๐ค๐ฐ๐ฏ๐ต๐ฆ๐ฏ๐ต ๐ฃ๐ณ๐ฆ๐ข๐ฌ๐ด ๐ต๐ฉ๐ณ๐ฐ๐ถ๐จ๐ฉ ๐ด๐ฐ ๐ฎ๐ถ๐ค๐ฉ ๐ค๐ญ๐ฆ๐ข๐ฏ๐ฆ๐ณ ๐ธ๐ฉ๐ฆ๐ฏ ๐บ๐ฐ๐ถ ๐ด๐ฑ๐ฆ๐ข๐ฌ ๐ฅ๐ช๐ณ๐ฆ๐ค๐ต๐ญ๐บ ๐ต๐ฐ ๐ข ๐ค๐ฆ๐ณ๐ต๐ข๐ช๐ฏ ๐จ๐ณ๐ฐ๐ถ๐ฑ." They didn't chase millions. They reached the right people. And LinkedIn, largely, made that possible. Most platforms are shifting from the social graph to the interest graph. Followers are becoming irrelevant as algorithms prioritize attention over community. LinkedIn is going the opposite direction. โข Users saw 10% increase in views from their followers last year โข TikTok has 80K+ accounts with 1M+ followers โข Instagram's CEO said follower counts matter less than views Other platforms have prioritized reach over relevancy. So, Jack and Geno invested heavily in LinkedIn where community matters more than clout. Vanity metrics took a back seat in favor or cultivating a community. ๐๐ถ๐๐ฒ ๐ง๐ต๐ฒ ๐ฃ๐ผ๐ฑ ๐ ๐๐ถ๐๐๐ฒ๐ป Keith Bendes and I talked to Jack about B&E's rise and impact. We delved into their origin story, goals for the future, and their outlook on the ad industry at large on the latest Creator Economy Live pod. Listen to the full episode below ๐ https://lnkd.in/gQQGscjw
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