Overview:
At Advertising Week, Claudia and Ben Soffer joined Michael Bosstick to discuss how authenticity, conversation, and community turn content into business.
No Filter, Big Business: How Claudia & Ben Soffer Built Influence Without Pretending
Advertising Week Coverage | October 2025
When it comes to turning personality into profit, few do it quite like Claudia Oshry and Ben Soffer. In their Advertising Week conversation, No Filter, Big Business, the couple—joined by moderator Michael Bosstick, CEO of Dear Media—offered a candid look into the creator economy. They discussed authenticity and the fine art of being unapologetically yourself online.
“They didn’t invent the internet,” the session’s tagline joked, “they just figured out how to make it their full-time job.” And that they did. Between Claudia’s powerhouse media brand The Toast and Ben’s viral ventures like Spritz Society and The Good Guys podcast, the two have proven that authenticity is not just a buzzword—it’s a business model.
Authenticity Drives Engagement
Claudia Oshry, best known for her viral persona @GirlWithNoJob, shared that her brand began as a space for humor and relatability. But it quickly became a multi-platform empire. “People want to feel seen,” she said. “If you can make them laugh and still be honest about the chaos of life, that’s where connection happens.”
Ben Soffer echoed that sentiment, noting that authenticity doesn’t mean oversharing for the sake of it—it’s about trust. “If your audience believes in you, they’ll believe in your ideas, your products, and your partnerships,” he said. His audience-first approach shaped Spritz Society, a sparkling cocktail brand co-founded with Claudia. Followers were involved in everything from flavor selection to packaging.
Content Can Become Commerce
Moderator Michael Bosstick—who knows a thing or two about turning digital storytelling into scalable business—guided the discussion into how personality-driven media can evolve into commerce. As founder and CEO of Dear Media, Bosstick has helped creators build multimillion-dollar extensions through podcasts, products, and live events.
For Claudia and Ben, content and commerce coexist. The Toast doesn’t just deliver laughs—it’s a cultural hub with merchandise, tours, and brand extensions that feel organic to its audience. Meanwhile, Spritz Society grew from community input, turning followers into customers. Those customers then became advocates.
Conversation Builds Brands
If there was a central takeaway, it was that conversation—both on and off the mic—is what sustains modern media. Between Claudia’s The Toast, Ben’s The Good Guys, and Bosstick’s The Skinny Confidential Him & Her Show, all three have built ecosystems around consistent, real-time dialogue with audiences.
“Influence isn’t just about followers—it’s about the conversations that follow you,” Bosstick said. “That’s how brands are born now: through connection.”
The Business of Being Real
Whether it’s Claudia’s quick wit or Ben’s comedic honesty, the couple’s success underscores a cultural shift in the creator economy: being yourself is not just sustainable—it’s scalable. As Bosstick wrapped up the talk, the message was clear: the best filter is no filter at all.
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