1 00:00:04,840 --> 00:00:09,160 Speaker 1: Welcome to Possible Now Stories of Possibilities, the podcast where 2 00:00:09,160 --> 00:00:13,200 Speaker 1: we dive into the leadership frameworks, bold ideas and personal 3 00:00:13,240 --> 00:00:19,079 Speaker 1: stories shaping the future of marketing, technology and leadership. This 4 00:00:19,200 --> 00:00:22,840 Speaker 1: is Possible Now, Stories of Possibilities, And I'm Christian Muchen, 5 00:00:22,960 --> 00:00:26,120 Speaker 1: Global president and co founder and host of this podcast 6 00:00:26,200 --> 00:00:29,480 Speaker 1: where we explore bold ideas and meet the leaders who 7 00:00:29,520 --> 00:00:33,640 Speaker 1: are challenging convention and listen to the innovative inspirational minds 8 00:00:33,840 --> 00:00:38,640 Speaker 1: reshaping business, creativity and technology. And today I have the 9 00:00:38,720 --> 00:00:43,080 Speaker 1: privilege of welcoming a special guest who truly embodies transformation 10 00:00:43,320 --> 00:00:48,400 Speaker 1: at scale, Izzy Egleson Bracy. She's an engineer turned growth leader, 11 00:00:48,640 --> 00:00:51,920 Speaker 1: a marketer who sees brands not just as products, but 12 00:00:52,040 --> 00:00:55,960 Speaker 1: as platforms for culture, commerce and change. And after twenty 13 00:00:55,960 --> 00:00:59,280 Speaker 1: five years at Prognan Gamble, she went on to redefine 14 00:00:59,320 --> 00:01:03,320 Speaker 1: beauty at CO before taking the reins at Unilever, first 15 00:01:03,640 --> 00:01:06,640 Speaker 1: as President of the US, then as CEO of Personal 16 00:01:06,680 --> 00:01:09,720 Speaker 1: Care in North America, and now as Chief Growth and 17 00:01:09,760 --> 00:01:14,440 Speaker 1: Marketing Officer. She oversees marketing for a global portfolio of 18 00:01:14,480 --> 00:01:19,600 Speaker 1: more than four hundred brands, including icons like Dove, Hellman's 19 00:01:19,600 --> 00:01:23,000 Speaker 1: and magnum for the world's fourth largest fast moving consumer 20 00:01:23,040 --> 00:01:27,399 Speaker 1: goods company. Her fingerprints aren't some of the most purpose 21 00:01:27,480 --> 00:01:31,120 Speaker 1: driven campaigns of the past decade, from Dove's leadership in 22 00:01:31,200 --> 00:01:35,520 Speaker 1: pushing the Crown Act into law outlawing hair discrimination, to 23 00:01:35,560 --> 00:01:39,640 Speaker 1: share Moisture's New Voices Fund, investing in women entrepreneurs of color, 24 00:01:40,240 --> 00:01:44,200 Speaker 1: and just as the industry questioned the future of purposeful marketing, 25 00:01:44,480 --> 00:01:47,840 Speaker 1: she doubled down. But she is not only rewriting the 26 00:01:47,880 --> 00:01:52,400 Speaker 1: social impact playbook, She's re engineering the growth model itself. 27 00:01:52,840 --> 00:01:57,280 Speaker 1: Under her watch, Unilever has accelerated AI digital twins that 28 00:01:57,400 --> 00:02:01,680 Speaker 1: slash costs and speed time to market by assimulating packaging 29 00:02:01,800 --> 00:02:06,080 Speaker 1: and creative before launch. She's introduced the culture to Card 30 00:02:06,120 --> 00:02:10,840 Speaker 1: strategy that fuses brand's storytelling with frictional as commerce, directly 31 00:02:10,880 --> 00:02:14,720 Speaker 1: converting culture moments into buying moments. And as she lives 32 00:02:14,720 --> 00:02:18,239 Speaker 1: her mantra passion power as a mentor, as a mother, 33 00:02:18,680 --> 00:02:21,120 Speaker 1: and as a leader who wants to shape not just 34 00:02:21,200 --> 00:02:25,079 Speaker 1: a more inclusive marketing industry, but a more inclusive world, 35 00:02:25,560 --> 00:02:28,800 Speaker 1: is he Eggleston Bracy A very warm welcome to Possible Now, 36 00:02:28,840 --> 00:02:30,359 Speaker 1: and thank you for joining us today. 37 00:02:30,960 --> 00:02:33,560 Speaker 2: Thank you for having me. What an incredible introduction. 38 00:02:34,440 --> 00:02:36,400 Speaker 1: Thank you so much. And there's so much more to 39 00:02:36,440 --> 00:02:39,360 Speaker 1: tell and we will cover a lot of different topics 40 00:02:39,400 --> 00:02:41,760 Speaker 1: in the next couple of minutes. Acy, but before we 41 00:02:41,880 --> 00:02:44,720 Speaker 1: dive into these kind of business topics, that say, if 42 00:02:44,720 --> 00:02:46,919 Speaker 1: I might ask and start with a more personal question, 43 00:02:47,000 --> 00:02:50,760 Speaker 1: if you're okay with that. So you described yourself as 44 00:02:50,800 --> 00:02:53,880 Speaker 1: an engineer at heart, what I could read, but also 45 00:02:54,000 --> 00:02:57,320 Speaker 1: as someone deeply shaped by your Chicago roots right and 46 00:02:57,400 --> 00:03:01,520 Speaker 1: your family. So when you look back, what was maybe 47 00:03:01,560 --> 00:03:06,880 Speaker 1: one experience, one dedicated moment outside of the business world 48 00:03:06,960 --> 00:03:09,400 Speaker 1: that most defines the way you show up as a 49 00:03:09,480 --> 00:03:13,200 Speaker 1: leader today. Was there anything you would remember that you 50 00:03:13,240 --> 00:03:15,600 Speaker 1: know was a moment, a key moment for me, which 51 00:03:15,680 --> 00:03:18,919 Speaker 1: still is still very valid for me in today's business. 52 00:03:19,080 --> 00:03:20,840 Speaker 2: What a thoughtful question, Christian. 53 00:03:21,080 --> 00:03:22,040 Speaker 1: Thank you. 54 00:03:22,040 --> 00:03:28,040 Speaker 2: You know, as I've mentioned, I am an accidental business executive. 55 00:03:28,800 --> 00:03:31,959 Speaker 2: You know, my mother is a lawyer and a real 56 00:03:32,000 --> 00:03:35,400 Speaker 2: community lawyer, and my father is a school teacher. They 57 00:03:35,400 --> 00:03:40,320 Speaker 2: were always very active in fighting for the underserved and 58 00:03:40,360 --> 00:03:43,240 Speaker 2: that has shaped me. And what I am is a 59 00:03:43,280 --> 00:03:47,520 Speaker 2: people advocate. You know, I advocate for the consumer. I 60 00:03:47,600 --> 00:03:50,440 Speaker 2: keep people at the center of the business and I 61 00:03:50,480 --> 00:03:54,280 Speaker 2: really believe what we do is about solving people problems 62 00:03:54,600 --> 00:03:57,800 Speaker 2: and solving business problems. So I like to go deep 63 00:03:57,920 --> 00:04:01,720 Speaker 2: and look for human insights, human problems and then create 64 00:04:01,760 --> 00:04:05,440 Speaker 2: the opportunity. And that's what I think about my parents, 65 00:04:05,520 --> 00:04:08,640 Speaker 2: you know, fighting for people, my father and his students, 66 00:04:09,120 --> 00:04:11,600 Speaker 2: you know, in an underprivileged high school, and my mother 67 00:04:12,400 --> 00:04:18,160 Speaker 2: for divorces and race discrimination cases. So that outlook has 68 00:04:18,160 --> 00:04:21,640 Speaker 2: shaped me, even though I apply that to business. 69 00:04:22,200 --> 00:04:25,960 Speaker 1: In your role obviously, you know, working heavily with consumer 70 00:04:26,200 --> 00:04:29,040 Speaker 1: perspectives and the consumer itself. I mean, you can perfectly 71 00:04:29,080 --> 00:04:31,880 Speaker 1: combine that approach. I can see that. But we will 72 00:04:31,920 --> 00:04:34,640 Speaker 1: come back to this in a minute. So I've mentioned 73 00:04:34,760 --> 00:04:38,320 Speaker 1: that your education was you know, becoming an engineer means 74 00:04:38,360 --> 00:04:41,000 Speaker 1: you're used to problem solving. You is this is part 75 00:04:41,000 --> 00:04:45,000 Speaker 1: of your DNA. How does that engineering mindset distinguish you 76 00:04:45,040 --> 00:04:47,800 Speaker 1: as a marketer and gross leader today? Is it helpful 77 00:04:47,960 --> 00:04:50,479 Speaker 1: or would you say, well, no, it wasn't episode in 78 00:04:50,480 --> 00:04:52,760 Speaker 1: my life, but now you know it's a complete different story. 79 00:04:53,960 --> 00:04:57,760 Speaker 2: It is more than helpful. It's my foundation. What you 80 00:04:57,880 --> 00:05:01,440 Speaker 2: learn in engineering is a framework for problem solving, and 81 00:05:01,480 --> 00:05:04,520 Speaker 2: you get a lot of practice for solving problems, and 82 00:05:04,600 --> 00:05:08,640 Speaker 2: I think in frameworks as I think about, you know, Unilever, 83 00:05:09,520 --> 00:05:12,120 Speaker 2: what I'm trying to do with the brands and driving 84 00:05:12,200 --> 00:05:16,960 Speaker 2: desire at scale. It's changing the model from a one 85 00:05:17,040 --> 00:05:19,039 Speaker 2: to many to a mini to mini model, which we 86 00:05:19,080 --> 00:05:22,039 Speaker 2: can talk more about later. But I'm always thinking about 87 00:05:22,040 --> 00:05:24,200 Speaker 2: what are the frameworks, What does a mini to mini 88 00:05:24,279 --> 00:05:26,840 Speaker 2: model mean? What are the key elements that need to 89 00:05:26,880 --> 00:05:31,680 Speaker 2: be driven. So at the core of business, a growth 90 00:05:31,760 --> 00:05:36,360 Speaker 2: business is problem solving. It's pinpointing the problem you're trying 91 00:05:36,400 --> 00:05:40,080 Speaker 2: to solve. Many people don't take the time to identify 92 00:05:40,120 --> 00:05:43,320 Speaker 2: the problem, and for me, it's the people problem, the 93 00:05:43,360 --> 00:05:47,240 Speaker 2: consumer problem. Really, really what if? What if? What if? 94 00:05:47,279 --> 00:05:48,120 Speaker 1: What is it? Is? That? 95 00:05:48,160 --> 00:05:48,520 Speaker 2: It is? 96 00:05:48,560 --> 00:05:48,960 Speaker 1: That it? 97 00:05:49,560 --> 00:05:53,520 Speaker 2: And then it's creating the solution, and engineering just provides 98 00:05:53,640 --> 00:05:57,679 Speaker 2: a beautiful framework to practice that. So it's at the core. 99 00:05:58,080 --> 00:06:01,560 Speaker 2: I never practiced as an engineer you're outside of university 100 00:06:01,880 --> 00:06:05,560 Speaker 2: except for my several internships. So I moved straight away 101 00:06:05,800 --> 00:06:10,000 Speaker 2: into consumer goods brand management coming out of university after 102 00:06:10,080 --> 00:06:12,640 Speaker 2: about four engineering internships. 103 00:06:13,200 --> 00:06:16,080 Speaker 1: As you said, problem solving is the base for everything 104 00:06:16,200 --> 00:06:18,279 Speaker 1: right to move forward and to do better than before 105 00:06:18,400 --> 00:06:21,400 Speaker 1: whatever you do. It sounds so obvious, but I agree, 106 00:06:21,440 --> 00:06:23,279 Speaker 1: sometimes the most obvious things in the world. You know, 107 00:06:23,360 --> 00:06:25,800 Speaker 1: not many people do this, so I really appreciate this 108 00:06:26,200 --> 00:06:29,400 Speaker 1: hearing from you. Let's talk about the CEM role, and 109 00:06:29,640 --> 00:06:32,080 Speaker 1: you know what we do every day year, and you 110 00:06:32,200 --> 00:06:34,919 Speaker 1: know far better than I do, whether on panels, on 111 00:06:35,000 --> 00:06:39,800 Speaker 1: stage and interviews. In our daily work, cimos are, let 112 00:06:39,800 --> 00:06:42,520 Speaker 1: me say, under pressure. I mean you can say everybody's 113 00:06:42,600 --> 00:06:45,800 Speaker 1: under pressure, but I feel cimos in particular to shift 114 00:06:45,839 --> 00:06:48,760 Speaker 1: marketing from a cost center to a growth driver. And 115 00:06:49,600 --> 00:06:52,719 Speaker 1: when you joined Uni Lever, what were the first levers 116 00:06:52,760 --> 00:06:55,599 Speaker 1: you pulled at Unilever to make that pivot stick, to 117 00:06:55,800 --> 00:06:57,400 Speaker 1: change the game in some way. 118 00:06:58,040 --> 00:07:01,400 Speaker 2: Yeah, It's what we were talking about earlier. What our 119 00:07:01,520 --> 00:07:04,680 Speaker 2: job is is to identify what we must do to 120 00:07:04,800 --> 00:07:10,400 Speaker 2: unlock growth. That is the core of how I define marketing, 121 00:07:10,880 --> 00:07:14,120 Speaker 2: particularly in CpG. The brands are at the core of 122 00:07:14,160 --> 00:07:18,040 Speaker 2: the enterprise, so you look at what is the opportunity 123 00:07:18,200 --> 00:07:22,560 Speaker 2: in the market. When I joined Unilever, the beauty part 124 00:07:22,600 --> 00:07:26,200 Speaker 2: of the market was really growing. The experience part of 125 00:07:26,200 --> 00:07:31,160 Speaker 2: the market was growing. So identifying the business growth driver. 126 00:07:31,800 --> 00:07:34,720 Speaker 2: If the beauty and experience part of the market is growing, 127 00:07:35,080 --> 00:07:38,120 Speaker 2: how do we move our brands from functional brands to 128 00:07:38,200 --> 00:07:40,920 Speaker 2: more experiential brands, and how do we participate in that 129 00:07:41,600 --> 00:07:44,680 Speaker 2: one problem to solve the other. The demographics of the 130 00:07:44,720 --> 00:07:50,360 Speaker 2: marketplace continue to change. You see underserved people or consumers 131 00:07:50,800 --> 00:07:55,920 Speaker 2: gen Z consumers, Black consumers, Latino consumers who actually index 132 00:07:55,960 --> 00:08:00,200 Speaker 2: wise over consume beauty and personal care products. Underserved, So 133 00:08:00,320 --> 00:08:05,120 Speaker 2: having the opportunity to grow by better meeting those needs. 134 00:08:05,160 --> 00:08:08,040 Speaker 2: So I always look at what's happening in the market. 135 00:08:08,560 --> 00:08:12,520 Speaker 2: Where are our brands, what can we shift or unlock 136 00:08:12,640 --> 00:08:16,640 Speaker 2: to capture that growth in the market. And that usually 137 00:08:17,320 --> 00:08:20,840 Speaker 2: starts with marketing because it starts with the consumer need. 138 00:08:20,880 --> 00:08:24,720 Speaker 2: It starts with product, and then how you market and 139 00:08:24,720 --> 00:08:29,840 Speaker 2: communicate those products, which is essentially you know, marketing management, 140 00:08:29,920 --> 00:08:31,760 Speaker 2: brand management, category management. 141 00:08:32,400 --> 00:08:34,839 Speaker 1: Was everybody on board from the beginning on when you 142 00:08:34,960 --> 00:08:37,960 Speaker 1: started to work on those topics, I mean the c suite, 143 00:08:37,960 --> 00:08:40,320 Speaker 1: the boardroom, was everybody on board? Or how did you 144 00:08:40,320 --> 00:08:41,360 Speaker 1: bring skeptics along? 145 00:08:42,280 --> 00:08:48,000 Speaker 2: I think the best leaders create inspiration, clarity and help 146 00:08:48,040 --> 00:08:50,920 Speaker 2: people do their jobs. So as a leader, it's my 147 00:08:52,080 --> 00:08:56,880 Speaker 2: job to help people see the opportunity and to speak 148 00:08:57,000 --> 00:08:59,319 Speaker 2: about the opportunity in a way that others can get 149 00:08:59,360 --> 00:09:04,880 Speaker 2: on board. So like most transformation, people don't say yes 150 00:09:05,280 --> 00:09:08,720 Speaker 2: right away, but you create the opportunities. People can say yes, 151 00:09:09,040 --> 00:09:12,920 Speaker 2: I liken it to exercise, and you say, yes, I 152 00:09:13,000 --> 00:09:16,000 Speaker 2: want that body, I want to be fit, but ugh, 153 00:09:16,160 --> 00:09:18,680 Speaker 2: do I want to do that work. But when you 154 00:09:18,720 --> 00:09:21,839 Speaker 2: see the opportunity and you're inspired by it, you start 155 00:09:21,880 --> 00:09:24,240 Speaker 2: to do that work. So I would say, you know, 156 00:09:24,320 --> 00:09:28,760 Speaker 2: Lever said yes when seeing the opportunities, and you create 157 00:09:28,960 --> 00:09:31,560 Speaker 2: one win and another win, and you see the growth 158 00:09:31,600 --> 00:09:34,760 Speaker 2: behind it, the impact behind it, and then the whole 159 00:09:34,800 --> 00:09:39,040 Speaker 2: team owns it as their own and you drive momentum. 160 00:09:38,679 --> 00:09:43,079 Speaker 1: That sounds fantastic and congratulates for doing this. We talked about, 161 00:09:43,120 --> 00:09:45,520 Speaker 1: you know, shifting from a cost center to a growth 162 00:09:45,600 --> 00:09:49,160 Speaker 1: driver with your department and your daily work. These days, 163 00:09:49,520 --> 00:09:51,400 Speaker 1: one of the most common questions I think when you 164 00:09:51,440 --> 00:09:55,520 Speaker 1: talk to potential partners are the budgets Do they keep 165 00:09:55,559 --> 00:09:58,320 Speaker 1: growing or are you saying, you know a will caution 166 00:09:58,520 --> 00:10:02,960 Speaker 1: on spendings prevail these days? What can the market expect 167 00:10:03,000 --> 00:10:04,079 Speaker 1: independent from Unilever? 168 00:10:04,960 --> 00:10:08,960 Speaker 2: Well, thinking about Unilever, Unilever believes in brands. It is 169 00:10:09,000 --> 00:10:14,240 Speaker 2: the core of our proposition. People don't always know Unilever 170 00:10:14,320 --> 00:10:16,920 Speaker 2: but they know our brands. It's our brands and our 171 00:10:16,920 --> 00:10:19,040 Speaker 2: products are what serve people. So we invest in the 172 00:10:19,080 --> 00:10:22,280 Speaker 2: brands and we continue to grow our investment in brands. 173 00:10:22,760 --> 00:10:27,760 Speaker 2: The key is ensuring that that brand investment is returning 174 00:10:28,000 --> 00:10:32,560 Speaker 2: growth and profitability, so that every cent counts. That is 175 00:10:32,640 --> 00:10:37,160 Speaker 2: true industry wide. Industry wide, we want to make sure 176 00:10:37,440 --> 00:10:40,800 Speaker 2: every cent has an impact. The key on that impact 177 00:10:41,200 --> 00:10:44,160 Speaker 2: is the impact could be in the short term, but 178 00:10:44,280 --> 00:10:46,959 Speaker 2: it also needs to be in the mid and long term. 179 00:10:47,320 --> 00:10:50,000 Speaker 2: When you invest a cent, it might drive a return 180 00:10:50,040 --> 00:10:52,520 Speaker 2: in the first three weeks, but what we see in 181 00:10:52,559 --> 00:10:56,000 Speaker 2: our brands also when you invest that cent, half of 182 00:10:56,040 --> 00:10:58,319 Speaker 2: that drives a return in the next three or four months, 183 00:10:59,080 --> 00:11:01,600 Speaker 2: and then depending on your content, it drives a return 184 00:11:02,440 --> 00:11:04,600 Speaker 2: later in the year. So you have to continue the 185 00:11:04,640 --> 00:11:08,240 Speaker 2: investment in the brands. Your question is about the industry dynamic. 186 00:11:08,559 --> 00:11:13,360 Speaker 2: The industry dynamic is about unlocking growth and profitability. So 187 00:11:13,400 --> 00:11:17,080 Speaker 2: it's our job when we create programs to invest in 188 00:11:17,120 --> 00:11:20,360 Speaker 2: our brands to drive that growth and profitability and be 189 00:11:20,600 --> 00:11:23,920 Speaker 2: clearer than ever before on the return we get. And 190 00:11:24,000 --> 00:11:26,880 Speaker 2: with the tools and technology we have today a unilely 191 00:11:26,880 --> 00:11:30,880 Speaker 2: where we use rapid ROI, we have more visibility, more data, 192 00:11:30,920 --> 00:11:35,240 Speaker 2: more granularity. So as marketers, we are experts on the data. 193 00:11:35,320 --> 00:11:39,280 Speaker 2: That's not a finance job. That's not the other people 194 00:11:39,280 --> 00:11:41,560 Speaker 2: that do the business job. The core of our job 195 00:11:41,600 --> 00:11:46,120 Speaker 2: in marketing is to understand our impact, but first by 196 00:11:46,200 --> 00:11:50,360 Speaker 2: understanding what opportunity we're trying to address and then closing 197 00:11:50,400 --> 00:11:52,760 Speaker 2: the loop that how we're choosing to invest in that 198 00:11:52,840 --> 00:11:55,480 Speaker 2: opportunity is having the desired impact. 199 00:11:56,160 --> 00:11:58,559 Speaker 1: That's a good moment to go to the title. I mean, 200 00:11:58,640 --> 00:12:01,280 Speaker 1: everybody has a title, and in your case it's Growth 201 00:12:01,320 --> 00:12:04,280 Speaker 1: and Marketing officer, in some cases just marketing officer, or 202 00:12:04,320 --> 00:12:06,520 Speaker 1: there are a lot of combinations in the market. You 203 00:12:06,640 --> 00:12:09,839 Speaker 1: talk about growth and profitability, it's obvious that we also 204 00:12:09,880 --> 00:12:14,400 Speaker 1: talk about trust, consumer trust relationships. What could be the 205 00:12:14,480 --> 00:12:19,079 Speaker 1: perfect title, or let's say, description of your understanding what 206 00:12:19,120 --> 00:12:21,640 Speaker 1: you're doing every day. Is it the growth and marketing officer? 207 00:12:21,760 --> 00:12:25,960 Speaker 1: Is it the trust and profitability and relationship manager? What 208 00:12:26,080 --> 00:12:27,040 Speaker 1: is it? 209 00:12:27,040 --> 00:12:32,520 Speaker 2: It really is transformation officer. It's really what it is. 210 00:12:32,559 --> 00:12:36,720 Speaker 2: It's growth and transformation officer. And here's why we all 211 00:12:36,760 --> 00:12:40,720 Speaker 2: know how much the world has changed and continues to change. 212 00:12:41,280 --> 00:12:44,160 Speaker 2: It's been changing our whole lives but the pace of 213 00:12:44,320 --> 00:12:50,240 Speaker 2: change and how much it's accelerating is starving consumer attention. 214 00:12:51,280 --> 00:12:54,400 Speaker 2: Consumer attention I read a stat has gone from twelve 215 00:12:54,440 --> 00:12:57,240 Speaker 2: seconds a decade and a half ago to eight seconds. 216 00:12:57,240 --> 00:13:00,319 Speaker 2: They say that's less than a goldfish. Everyone is buying 217 00:13:00,320 --> 00:13:04,120 Speaker 2: for consumer attention. So the transformation is how do we 218 00:13:04,240 --> 00:13:07,640 Speaker 2: stand out in the face of that. Mass reach models 219 00:13:07,679 --> 00:13:11,160 Speaker 2: don't work. You know, Unilever a sixty billion euro company. 220 00:13:11,440 --> 00:13:15,960 Speaker 2: We have multiple multi billion dollar and multi billion euro brands. 221 00:13:16,480 --> 00:13:20,679 Speaker 2: We have to drive reach at scale. We're not a startup. 222 00:13:20,760 --> 00:13:23,640 Speaker 2: We need to drive reach at scale. The broad reach 223 00:13:23,800 --> 00:13:27,560 Speaker 2: model broadcast doesn't work, so we have to transform that. 224 00:13:27,760 --> 00:13:31,200 Speaker 2: In this world at scale, all these things are transforming, 225 00:13:31,400 --> 00:13:35,200 Speaker 2: the media platforms, the diversity, the tools, the technology. If 226 00:13:35,200 --> 00:13:37,680 Speaker 2: you remissed if I didn't talk about what AI makes 227 00:13:37,720 --> 00:13:42,199 Speaker 2: possible and the spirit of you know possible, it's truly exciting. 228 00:13:42,640 --> 00:13:45,959 Speaker 2: But so a lot of what I do is clarify 229 00:13:46,040 --> 00:13:49,120 Speaker 2: the change that needs to happen and work within the 230 00:13:49,400 --> 00:13:53,280 Speaker 2: enterprise on how you unlock the change to drive growth. 231 00:13:53,880 --> 00:13:59,240 Speaker 2: So it's more a chief growth and transformation officer, especially 232 00:13:59,240 --> 00:14:01,600 Speaker 2: at a company you know Lever, where marketing is at 233 00:14:01,640 --> 00:14:02,240 Speaker 2: the core. 234 00:14:02,679 --> 00:14:04,640 Speaker 1: And You've mentioned already a lot of topics. We would 235 00:14:04,640 --> 00:14:07,439 Speaker 1: come to this in a minute. When I read you're 236 00:14:07,480 --> 00:14:11,640 Speaker 1: responsible for four hundred plus brands currently, I cannot imagine 237 00:14:11,640 --> 00:14:13,360 Speaker 1: how you do this every day with your team. Of 238 00:14:13,360 --> 00:14:15,840 Speaker 1: course you have teams around the world, but from Dove 239 00:14:15,920 --> 00:14:18,559 Speaker 1: to Acts to Wesilin and so many more brands. How 240 00:14:18,559 --> 00:14:21,120 Speaker 1: do you balance that thrill and the risk of such 241 00:14:21,160 --> 00:14:24,000 Speaker 1: a vast portfolio? Can you give a kind of insight 242 00:14:24,080 --> 00:14:26,800 Speaker 1: to our listeners, you know how your daily work look 243 00:14:26,960 --> 00:14:29,120 Speaker 1: like looking after four hundred plus brands. 244 00:14:29,680 --> 00:14:33,760 Speaker 2: Like most complexity, it's a matter of focus. And while 245 00:14:33,800 --> 00:14:36,320 Speaker 2: we have four hundred brands and one hundred and ninety markets, 246 00:14:36,320 --> 00:14:39,160 Speaker 2: we have thirty that are power brands and that account 247 00:14:39,200 --> 00:14:42,440 Speaker 2: for three quarters of our revenue and growth potential. So 248 00:14:43,160 --> 00:14:47,440 Speaker 2: those thirty brands make a big difference over the four hundred. 249 00:14:48,440 --> 00:14:52,480 Speaker 2: Then within those thirty brands, those brands are across various 250 00:14:52,560 --> 00:14:58,360 Speaker 2: business groups. The business groups have c mos for those categories, 251 00:14:58,880 --> 00:15:02,280 Speaker 2: those groups, and the within the brands. So really what 252 00:15:02,320 --> 00:15:05,800 Speaker 2: I'm doing is leading a team of leaders and experts 253 00:15:06,320 --> 00:15:09,920 Speaker 2: inspiring and driving change in terms of what the marketing 254 00:15:09,960 --> 00:15:13,240 Speaker 2: model is giving the how to what's the platebook to 255 00:15:13,320 --> 00:15:17,240 Speaker 2: drive that change, bringing partners and people together to unlock change. 256 00:15:17,560 --> 00:15:21,600 Speaker 2: So you manage complexity through focus. And I know I 257 00:15:21,680 --> 00:15:24,800 Speaker 2: keep repeating myself being clear on what problem you're trying 258 00:15:24,800 --> 00:15:27,880 Speaker 2: to solve, and the problem I'm trying to solve is 259 00:15:28,200 --> 00:15:32,040 Speaker 2: moving us into a modern marketing model that drives growth 260 00:15:32,320 --> 00:15:37,920 Speaker 2: because we drive reach, engagement, and conversion at scale. It's 261 00:15:37,920 --> 00:15:40,280 Speaker 2: the culture to cart that you talked about. 262 00:15:40,480 --> 00:15:41,160 Speaker 1: You know, I'm. 263 00:15:41,120 --> 00:15:45,760 Speaker 2: Really trying to drive within that address this point on attention. 264 00:15:46,400 --> 00:15:50,560 Speaker 2: That's where desire at scale comes in. Desire is I 265 00:15:51,000 --> 00:15:53,520 Speaker 2: just have to have that, not that I need that. 266 00:15:54,360 --> 00:15:59,480 Speaker 2: And because the brand is crafted for a desire, that 267 00:15:59,600 --> 00:16:04,840 Speaker 2: means its whole proposition is what you want in culture 268 00:16:04,880 --> 00:16:08,720 Speaker 2: that's relevant. You're using brands that we call it sase 269 00:16:09,480 --> 00:16:15,480 Speaker 2: that have science backed by science, esthetics, sensorials, they're shared 270 00:16:15,520 --> 00:16:20,040 Speaker 2: by others, they're young spirited, they're designed for desire, and 271 00:16:20,080 --> 00:16:26,560 Speaker 2: then they're executed for desire through culture to kart, culture moments, 272 00:16:26,600 --> 00:16:32,080 Speaker 2: content that's relevant, and art that it converts literally to purchase. 273 00:16:32,720 --> 00:16:36,000 Speaker 2: So having that level of focus back to how do 274 00:16:36,040 --> 00:16:40,880 Speaker 2: you manage the role, focus on the brands, those thirty 275 00:16:40,960 --> 00:16:44,720 Speaker 2: power brands focus on the model and moving us to 276 00:16:44,840 --> 00:16:49,920 Speaker 2: this modern model of marketing because not just because it's modern, 277 00:16:50,440 --> 00:16:54,600 Speaker 2: because it's the way to unlock growth and this intention starved, 278 00:16:55,000 --> 00:16:59,320 Speaker 2: more fragmented world where it's harder to earn the purchase. 279 00:17:00,160 --> 00:17:02,040 Speaker 1: That's amazing. And we come back to this culture to 280 00:17:02,120 --> 00:17:04,560 Speaker 1: cut strategy because you're already touch based on that. But 281 00:17:05,240 --> 00:17:07,640 Speaker 1: out of these thirty power brands you've mentioned, is there 282 00:17:07,720 --> 00:17:10,800 Speaker 1: one Maybe you don't want to mention one dady game, 283 00:17:10,800 --> 00:17:13,160 Speaker 1: but is there one north Star which you could use 284 00:17:13,200 --> 00:17:15,159 Speaker 1: for your daddy work as a role model When you 285 00:17:15,240 --> 00:17:17,560 Speaker 1: come to difficult decisions, you can always go back to 286 00:17:17,600 --> 00:17:20,080 Speaker 1: this case and say, Okay, we did so perfectly well 287 00:17:20,200 --> 00:17:23,600 Speaker 1: with this dedicated brand, or is it really Across these 288 00:17:23,720 --> 00:17:25,880 Speaker 1: thirty power bands, each. 289 00:17:25,680 --> 00:17:29,040 Speaker 2: Brand plays their role, and if you rank for thirty brands, 290 00:17:29,080 --> 00:17:32,080 Speaker 2: they all have different weight. We have multiple brands over 291 00:17:32,119 --> 00:17:37,199 Speaker 2: four billion euro right, so we've got important brands, so 292 00:17:37,280 --> 00:17:40,560 Speaker 2: you can't just focus on one. Also, when you think 293 00:17:40,600 --> 00:17:44,000 Speaker 2: you've nailed it, the game is over. You know. I 294 00:17:44,160 --> 00:17:46,600 Speaker 2: like to look at things as half full and half empty, 295 00:17:47,119 --> 00:17:52,119 Speaker 2: so I appreciate things across the brands. Dove, It's clarity 296 00:17:52,160 --> 00:17:57,800 Speaker 2: a proposition in today's cluttered environment, it's more important than 297 00:17:57,840 --> 00:18:00,920 Speaker 2: ever before for your brand to know what it stands 298 00:18:00,960 --> 00:18:05,399 Speaker 2: for with crystal clarity, so you know what you communicate 299 00:18:05,440 --> 00:18:07,800 Speaker 2: in the world and how you partner with others to 300 00:18:07,800 --> 00:18:12,640 Speaker 2: be relevant in culture. Dove does that beautifully. It is 301 00:18:12,840 --> 00:18:16,240 Speaker 2: truly about real beauty and making sure beauty is a 302 00:18:16,280 --> 00:18:20,000 Speaker 2: source of joy, is a positive experience for people instead 303 00:18:20,040 --> 00:18:24,000 Speaker 2: of a source of anxiety. And its mantra is let's 304 00:18:24,080 --> 00:18:28,880 Speaker 2: change beauty and we celebrate the joyful experience and address 305 00:18:29,160 --> 00:18:31,360 Speaker 2: the challenges of beauty so that it can be that 306 00:18:31,840 --> 00:18:36,199 Speaker 2: it's crystal clear. And while it's crystal clear, it doesn't 307 00:18:36,240 --> 00:18:39,320 Speaker 2: just do it by ourselves. We partner. We partner with 308 00:18:39,440 --> 00:18:45,240 Speaker 2: Crumble cookies dessert cookies that extend that to help drive 309 00:18:45,280 --> 00:18:48,800 Speaker 2: the business but also help bring in new users who 310 00:18:48,880 --> 00:18:51,600 Speaker 2: hadn't even considered the brand. And by the way, almost 311 00:18:51,640 --> 00:18:54,840 Speaker 2: half of our Crumble users were new to the Dove franchise. 312 00:18:55,400 --> 00:18:57,720 Speaker 2: So when you say, as there brand that I point to, 313 00:18:58,200 --> 00:19:01,879 Speaker 2: each brand has something they do well. I'm giving an 314 00:19:01,920 --> 00:19:05,560 Speaker 2: example of Dove and its clarity of proposition and how 315 00:19:05,640 --> 00:19:09,159 Speaker 2: it's able to extend that also in partnerships, and I 316 00:19:09,200 --> 00:19:11,560 Speaker 2: could go on and speak to others. Another one of 317 00:19:11,600 --> 00:19:15,359 Speaker 2: my favorites that is not as known in the US 318 00:19:16,040 --> 00:19:18,560 Speaker 2: is our franchise of brands that we refer to as 319 00:19:18,600 --> 00:19:23,399 Speaker 2: Dirt as Good. It's the largest laundry brand in the 320 00:19:23,440 --> 00:19:27,480 Speaker 2: world by volume and by penetration. Brands like Omo Person 321 00:19:27,760 --> 00:19:31,600 Speaker 2: are there. Again, back to that brand, how it connects 322 00:19:31,640 --> 00:19:35,879 Speaker 2: to culture, celebrating the joy of dirt. You think that 323 00:19:36,000 --> 00:19:39,399 Speaker 2: laundry is about staying clean, but no, get out and play. 324 00:19:39,560 --> 00:19:42,399 Speaker 2: Dirt is Good is more important today than ever before. 325 00:19:42,440 --> 00:19:47,520 Speaker 2: Everything we're seeing around the impact of isolation from technology 326 00:19:47,600 --> 00:19:50,720 Speaker 2: out in the world, connecting with people its proposition dirt, 327 00:19:50,720 --> 00:19:52,960 Speaker 2: it's going to be more importantly bringing that to life 328 00:19:53,000 --> 00:19:57,000 Speaker 2: with its partnerships. I think about the Arsenal partnership. Every 329 00:19:57,040 --> 00:19:59,800 Speaker 2: stain is a part of the game, a great program 330 00:20:00,119 --> 00:20:03,480 Speaker 2: idea that's in the UK with the Women's Arsenal team 331 00:20:04,080 --> 00:20:07,200 Speaker 2: so amazing, and then in the US, what I really 332 00:20:07,240 --> 00:20:10,000 Speaker 2: admire about the brands is the culture to Kart and 333 00:20:10,080 --> 00:20:15,960 Speaker 2: the partnership with retailers, with Walmart, with Amazon, with NFL 334 00:20:16,080 --> 00:20:21,399 Speaker 2: programming to make sure every cultural entertainment moment gets in 335 00:20:21,440 --> 00:20:24,119 Speaker 2: the basket. You know, with Hellman's as a part of 336 00:20:24,119 --> 00:20:27,320 Speaker 2: the NFL, so I said a lot there. What I'm 337 00:20:27,359 --> 00:20:31,400 Speaker 2: saying is there are things to learn, pockets of excellence 338 00:20:31,800 --> 00:20:34,760 Speaker 2: across a range of brands and markets, and my job 339 00:20:34,880 --> 00:20:39,760 Speaker 2: is helping identify those and leveling up those across brands. 340 00:20:40,000 --> 00:20:41,720 Speaker 2: There are things that are working, and then there are 341 00:20:41,720 --> 00:20:46,439 Speaker 2: opportunities in markets, and that's the growth, that's the fuel 342 00:20:46,440 --> 00:20:47,120 Speaker 2: for the growth. 343 00:20:47,440 --> 00:20:49,280 Speaker 1: That Emiti came to my mind. You know, when we 344 00:20:49,280 --> 00:20:51,760 Speaker 1: were kids, you know, we enjoyed to plan the dirt. Right, 345 00:20:51,840 --> 00:20:54,040 Speaker 1: we come from there. Right, It's so obvious, as I 346 00:20:54,040 --> 00:20:57,160 Speaker 1: said before, and the most successful things are the most 347 00:20:57,200 --> 00:20:59,359 Speaker 1: obvious ones. But for some reason, you know, sometimes we 348 00:20:59,400 --> 00:21:01,560 Speaker 1: hesitate to bring it up or to use those kind 349 00:21:01,560 --> 00:21:05,080 Speaker 1: of examples. You mentioned culture to Card strategy, and we 350 00:21:05,160 --> 00:21:09,920 Speaker 1: understand it's all about converting culture moments directly into commerce. 351 00:21:10,520 --> 00:21:13,240 Speaker 1: You've mentioned a couple of partnerships around the globe. Is 352 00:21:13,320 --> 00:21:16,440 Speaker 1: there one dedicated campaign you can mention, you know which 353 00:21:16,560 --> 00:21:19,320 Speaker 1: proves you know, the culture really can go straight to 354 00:21:19,480 --> 00:21:22,600 Speaker 1: KRT to better understand for our listeners. You know, maybe 355 00:21:22,600 --> 00:21:26,000 Speaker 1: in the US what they dedicated campaign you could mention. 356 00:21:26,960 --> 00:21:30,560 Speaker 2: Yeah, I think about culture to Kart as a strategy 357 00:21:30,560 --> 00:21:35,719 Speaker 2: and a mindset even more than a campaign that means 358 00:21:36,080 --> 00:21:40,560 Speaker 2: every program, if it's beauty, never gets old on Dove. 359 00:21:41,480 --> 00:21:45,040 Speaker 2: You know, if it is the acts effect when you're 360 00:21:45,080 --> 00:21:48,280 Speaker 2: connecting into culture, it's how do you partner with the 361 00:21:48,400 --> 00:21:52,879 Speaker 2: retailer to make sure that cultural moment lines up in store? 362 00:21:53,520 --> 00:21:56,680 Speaker 2: You know with the big game, the Super Bowl? How 363 00:21:56,680 --> 00:21:59,760 Speaker 2: are you visible? How do you do that online through 364 00:21:59,760 --> 00:22:03,480 Speaker 2: digit commerce so that when people are compelled to buy 365 00:22:04,119 --> 00:22:06,680 Speaker 2: because they see the program and have the opportunity to buy. 366 00:22:07,280 --> 00:22:10,479 Speaker 2: That said, there are several programs. You know, I'm really 367 00:22:10,600 --> 00:22:14,600 Speaker 2: proud of the success of the Vasoline team, you know, 368 00:22:14,840 --> 00:22:17,520 Speaker 2: one of the big winners this year, it can but 369 00:22:17,600 --> 00:22:20,760 Speaker 2: really quite frankly for the business was this campaign called 370 00:22:20,840 --> 00:22:27,280 Speaker 2: Vassaline Verified. But Vasilline Verified did was showcase the range 371 00:22:27,320 --> 00:22:32,159 Speaker 2: of hacks that people use vasaline petroleum jelly for some 372 00:22:32,400 --> 00:22:37,240 Speaker 2: unimaginable hacks, some of them that we deem safe by 373 00:22:37,280 --> 00:22:42,680 Speaker 2: our scientists, for example helping shave with vassaline or removing 374 00:22:42,720 --> 00:22:46,520 Speaker 2: plasters or band aids that get stuck, or managing your 375 00:22:46,600 --> 00:22:51,360 Speaker 2: dry lips with vassoline, but some not approved, like eating vassoline. 376 00:22:51,840 --> 00:22:58,439 Speaker 2: We worked with influencers to share their hacks, had our 377 00:22:58,520 --> 00:23:02,760 Speaker 2: scientists say a proved or not approved, and shared those 378 00:23:03,240 --> 00:23:07,399 Speaker 2: in social media became a cultural phenomenon, but we also 379 00:23:07,920 --> 00:23:13,760 Speaker 2: connected those to commerce, so we actually had influencers that 380 00:23:13,800 --> 00:23:18,000 Speaker 2: were also partnering with retailers and selling through social commerce. 381 00:23:18,560 --> 00:23:22,720 Speaker 2: Vasoline based on these hacks that drove our business forty 382 00:23:22,720 --> 00:23:25,040 Speaker 2: three percent when that campaign was running. It actually is 383 00:23:25,040 --> 00:23:28,359 Speaker 2: continuing to run, but the period that we tested, that's 384 00:23:28,480 --> 00:23:31,879 Speaker 2: culture to Kart, taking that cultural moment connecting it with 385 00:23:32,000 --> 00:23:35,000 Speaker 2: the in store retailers. So that's one. The other one 386 00:23:35,040 --> 00:23:38,880 Speaker 2: I mentioned was doub Crumble. We partnered just with Walmart 387 00:23:38,920 --> 00:23:42,440 Speaker 2: on that and drove over fifty million in incremental sales 388 00:23:42,480 --> 00:23:47,840 Speaker 2: behind that plan. It was all designed with Walmart, so 389 00:23:48,160 --> 00:23:53,000 Speaker 2: every moment that we communicated with one of our influencers. 390 00:23:53,560 --> 00:23:57,920 Speaker 2: When you look at Crumble, they're these incredible twins that 391 00:23:58,440 --> 00:24:04,240 Speaker 2: actually communicated Rumble before Dove launched, and we worked with 392 00:24:04,320 --> 00:24:09,000 Speaker 2: those twins to highlight Crumbles now available at Walmart, and 393 00:24:09,080 --> 00:24:11,240 Speaker 2: of course you can click here to buy or go 394 00:24:11,359 --> 00:24:14,040 Speaker 2: in store before the product runs out, and of course 395 00:24:14,040 --> 00:24:16,760 Speaker 2: we sold out the product. So those are a couple 396 00:24:16,800 --> 00:24:19,639 Speaker 2: of examples, but more of it is the mindset to 397 00:24:19,760 --> 00:24:24,040 Speaker 2: create the programming so that you're not just driving engagement, 398 00:24:24,400 --> 00:24:28,159 Speaker 2: but you're actually capturing that engagement into purchase. 399 00:24:28,400 --> 00:24:31,439 Speaker 1: And definitely some unexpected outcomes and sometimes turns, you know, 400 00:24:31,480 --> 00:24:49,360 Speaker 1: as you described. You also mentioned before the you know, 401 00:24:49,480 --> 00:24:52,320 Speaker 1: going from one to many to many to many. You 402 00:24:52,480 --> 00:24:55,840 Speaker 1: talked about the move about this communication? What does that 403 00:24:55,920 --> 00:24:58,560 Speaker 1: mean in practice? Let's talk about this. I mean, everybody 404 00:24:58,560 --> 00:25:01,959 Speaker 1: can imagine many to many in today's world, especially via 405 00:25:02,040 --> 00:25:05,919 Speaker 1: social media, But does that really mean as I interpreted 406 00:25:05,920 --> 00:25:08,119 Speaker 1: this or can you expland a bit more how you 407 00:25:08,160 --> 00:25:10,520 Speaker 1: do this, how you execute this in your daily work, 408 00:25:10,760 --> 00:25:15,600 Speaker 1: and most important, how do you ensure personalization at scale 409 00:25:16,280 --> 00:25:19,439 Speaker 1: that it doesn't sacrifice authenticity. When we talk about this 410 00:25:19,640 --> 00:25:22,760 Speaker 1: many to many, it must be a massive scale of 411 00:25:23,400 --> 00:25:26,080 Speaker 1: you know, different type of communication. I cannot imagine. How 412 00:25:26,119 --> 00:25:29,240 Speaker 1: can you guide this, you know, or control this in 413 00:25:29,280 --> 00:25:30,480 Speaker 1: a way you want. 414 00:25:31,440 --> 00:25:34,439 Speaker 2: You used an interesting word about control. The thing with 415 00:25:34,600 --> 00:25:37,600 Speaker 2: many to many is you drive it, but you can't 416 00:25:37,640 --> 00:25:42,560 Speaker 2: control it how you drive it? As I was saying earlier, 417 00:25:42,720 --> 00:25:48,960 Speaker 2: it's really thinking about and codifying your brand's purpose and culture. 418 00:25:49,200 --> 00:25:52,680 Speaker 2: What unique role you play that's the glue that ties 419 00:25:52,680 --> 00:25:58,600 Speaker 2: your brand together, That is the brand. Then you look 420 00:25:58,640 --> 00:26:04,800 Speaker 2: at what community your brand can appeal to and ensuring 421 00:26:04,880 --> 00:26:07,640 Speaker 2: you're looking at those communities and not pushing your brands, 422 00:26:07,960 --> 00:26:11,639 Speaker 2: but you're clearing their passion points. So if it's sports enthusiasts, 423 00:26:11,680 --> 00:26:17,000 Speaker 2: what does sports enthusiasts care about? What do swifties care about? 424 00:26:17,480 --> 00:26:20,639 Speaker 2: Music fans? What do they care about? What do gamers 425 00:26:20,680 --> 00:26:25,800 Speaker 2: care about? Those communities? What's the intersection between your brand 426 00:26:25,800 --> 00:26:28,399 Speaker 2: and the communities you choose? That doesn't mean you choose 427 00:26:28,440 --> 00:26:32,320 Speaker 2: all communities. So again, when you think about sports fans, 428 00:26:32,359 --> 00:26:36,200 Speaker 2: what's the connection between Dove and real beauty and sports fans? 429 00:26:36,840 --> 00:26:41,040 Speaker 2: And that is keeping her confident? So many to many 430 00:26:41,680 --> 00:26:47,520 Speaker 2: is about translating your brand, its unique proposition to the 431 00:26:47,560 --> 00:26:51,040 Speaker 2: areas that are valuable to those communities and their passion points. 432 00:26:51,600 --> 00:26:57,760 Speaker 2: Then once you're clearing those areas, it's having people, influencers, 433 00:26:57,960 --> 00:27:03,000 Speaker 2: creators share your brand message with other people in their 434 00:27:03,080 --> 00:27:07,840 Speaker 2: tribe or their community. So you have these many influencers. 435 00:27:07,920 --> 00:27:11,639 Speaker 2: When I say influencers, maybe it's a mega influencer, but 436 00:27:11,760 --> 00:27:15,919 Speaker 2: mostly it's nano influencers. There's many of them that know 437 00:27:16,160 --> 00:27:20,440 Speaker 2: their communities. You find those ones that match your brand proposition, 438 00:27:21,000 --> 00:27:23,679 Speaker 2: and fit with those communities, So you have many people 439 00:27:23,720 --> 00:27:26,320 Speaker 2: sharing a message with many other people. That's part of it. 440 00:27:26,680 --> 00:27:30,000 Speaker 2: The other part is what you've called personalization at scale 441 00:27:30,560 --> 00:27:34,000 Speaker 2: is in this massive world of technology in AI, you 442 00:27:34,040 --> 00:27:39,160 Speaker 2: can translate your big brand message into content, a diversity 443 00:27:39,160 --> 00:27:42,760 Speaker 2: of content that speaks to the communities. That doesn't mean 444 00:27:43,640 --> 00:27:46,879 Speaker 2: you don't keep your brand identity. In fact, you must 445 00:27:46,960 --> 00:27:49,440 Speaker 2: keep your brand identity, but you express it. If I 446 00:27:49,520 --> 00:27:52,280 Speaker 2: use a brand like trust to me, I have curly 447 00:27:52,359 --> 00:27:55,920 Speaker 2: hair or textured hair. My friend has straight black hair. 448 00:27:56,520 --> 00:27:59,399 Speaker 2: I can address all those issues on trustime, so I 449 00:27:59,480 --> 00:28:04,840 Speaker 2: highlight that variant for curly hair to me and maybe 450 00:28:04,880 --> 00:28:10,520 Speaker 2: color treat it. I highlight straight dark hair rich dark 451 00:28:10,600 --> 00:28:16,840 Speaker 2: hair with another variant on Trusteme. So the modular content 452 00:28:17,480 --> 00:28:22,480 Speaker 2: and the leverage of GENAI help in our brand content 453 00:28:22,800 --> 00:28:24,920 Speaker 2: to also go to mini. So let me just summarize 454 00:28:24,920 --> 00:28:28,320 Speaker 2: the mini to MANI. The mini is one brand idea 455 00:28:29,200 --> 00:28:33,480 Speaker 2: translated to many communities and people with different desires and 456 00:28:33,600 --> 00:28:40,680 Speaker 2: needs shared by other people influencers and adapt it in 457 00:28:40,880 --> 00:28:43,880 Speaker 2: our content that we share with people, so it's relevant 458 00:28:43,880 --> 00:28:46,960 Speaker 2: and they share with other people. So it's many people 459 00:28:47,240 --> 00:28:49,760 Speaker 2: sharing brand messages with many other people. 460 00:28:50,080 --> 00:28:52,880 Speaker 1: And it feels like limitless right because we have in 461 00:28:53,080 --> 00:28:56,120 Speaker 1: theory we have seven billion, eight billion? What is the 462 00:28:56,120 --> 00:28:58,960 Speaker 1: world population? Right now? You know, influence us out there. 463 00:28:59,080 --> 00:29:02,200 Speaker 1: We're waiting to transport this message. How do you see 464 00:29:02,240 --> 00:29:04,360 Speaker 1: because you talked about influencers, how do you see the 465 00:29:04,400 --> 00:29:07,720 Speaker 1: influence of marketing evolving. Do you see it as more 466 00:29:07,920 --> 00:29:11,200 Speaker 1: transactional or is it more of the future of trust 467 00:29:11,240 --> 00:29:14,960 Speaker 1: building trust? Is it something completely different? What do you think? 468 00:29:16,000 --> 00:29:21,320 Speaker 2: I think of it as a lot about trust and relevance. 469 00:29:22,320 --> 00:29:26,280 Speaker 2: I believe gone are the days of transaction because my 470 00:29:26,440 --> 00:29:31,400 Speaker 2: CEO says a marketing is suspicious. As consumers, we don't 471 00:29:31,400 --> 00:29:34,840 Speaker 2: want to be marketed to or manipulated. We want to 472 00:29:34,920 --> 00:29:38,440 Speaker 2: engage authentically and we want to learn about products that 473 00:29:38,480 --> 00:29:41,080 Speaker 2: we might like. Who do we want to know about that? 474 00:29:41,160 --> 00:29:44,640 Speaker 2: And learn about that from people that we trust And 475 00:29:44,760 --> 00:29:47,880 Speaker 2: the old days that was word of mouth, the neighbor 476 00:29:48,120 --> 00:29:53,480 Speaker 2: next door. So what the influencer ecosystem does is creates 477 00:29:53,480 --> 00:29:57,120 Speaker 2: the opportunity to find the people that you trust, not 478 00:29:57,280 --> 00:30:01,600 Speaker 2: people that are paid to sell a brand message. The 479 00:30:01,680 --> 00:30:05,680 Speaker 2: model that is working moves more to this whole idea 480 00:30:05,720 --> 00:30:08,760 Speaker 2: of an influencer in every zip code. Really, what it 481 00:30:08,840 --> 00:30:12,640 Speaker 2: is is an influencer for every community that you trust 482 00:30:13,240 --> 00:30:16,760 Speaker 2: that can give you relevant advice and they share your interests. 483 00:30:16,800 --> 00:30:19,040 Speaker 2: They're a part of your tribe. 484 00:30:19,240 --> 00:30:23,040 Speaker 1: You've mentioned AI. You did something very famous. You've scaled 485 00:30:23,040 --> 00:30:27,720 Speaker 1: AI powered digital twins at Uni err Replicans that cut 486 00:30:27,840 --> 00:30:31,440 Speaker 1: costs by fifty five percent if I remember right, and 487 00:30:31,600 --> 00:30:35,200 Speaker 1: speed campaigns by sixty five percent, which is super impressive. 488 00:30:36,040 --> 00:30:39,320 Speaker 1: What is the most surprising thing you've learned by testing 489 00:30:39,360 --> 00:30:44,320 Speaker 1: the virtual world? First? Was it so brand new? Were 490 00:30:44,360 --> 00:30:47,320 Speaker 1: there so many unexpected outcomes? Or was it more than 491 00:30:47,440 --> 00:30:48,400 Speaker 1: what you was expecting? 492 00:30:48,440 --> 00:30:48,680 Speaker 2: Here? 493 00:30:49,240 --> 00:30:53,000 Speaker 1: Do you use these digital twins across all these power 494 00:30:53,000 --> 00:30:55,560 Speaker 1: brands or just for a few Can you explain it 495 00:30:55,600 --> 00:30:56,600 Speaker 1: a bit more for our listeners. 496 00:30:57,360 --> 00:31:02,640 Speaker 2: So our ambition is to drive desire at scale. We 497 00:31:02,680 --> 00:31:06,680 Speaker 2: want products and brands that people just have to have. 498 00:31:07,240 --> 00:31:13,600 Speaker 2: What that requires is elevating our brands, including our packaging. 499 00:31:14,240 --> 00:31:16,560 Speaker 2: Our products are part of that with the esthetics and 500 00:31:16,600 --> 00:31:21,680 Speaker 2: the sensorials of the packaging. What's amazing about digital twins 501 00:31:21,880 --> 00:31:25,520 Speaker 2: in addition to speeding up the process more than twice 502 00:31:25,560 --> 00:31:28,480 Speaker 2: as fast, in addition to saving costs more than half 503 00:31:28,480 --> 00:31:32,280 Speaker 2: the cost, it's the quality that you get because we 504 00:31:32,440 --> 00:31:35,920 Speaker 2: use the omniverse and video technology and if you've ever 505 00:31:36,000 --> 00:31:41,240 Speaker 2: experienced the video games of late they are hyper realized 506 00:31:41,720 --> 00:31:47,000 Speaker 2: romanced imagery. We bring that to our product and we 507 00:31:47,240 --> 00:31:52,040 Speaker 2: bring that in three sixty. So we create this picture perfect, 508 00:31:52,360 --> 00:31:58,800 Speaker 2: pixel perfect image of every product across skews. That means 509 00:31:59,240 --> 00:32:02,840 Speaker 2: each of our markets have access to this desirable product 510 00:32:02,840 --> 00:32:06,000 Speaker 2: package and then when we connect that with retail, back 511 00:32:06,040 --> 00:32:09,440 Speaker 2: to culture to cart, can actually turn that product around. 512 00:32:09,800 --> 00:32:12,680 Speaker 2: You can see the product ingredients, you can see the 513 00:32:12,720 --> 00:32:15,720 Speaker 2: glow of the beautiful package. You can actually see the 514 00:32:15,760 --> 00:32:20,760 Speaker 2: product and some of the creaminess and the texture some 515 00:32:20,800 --> 00:32:24,400 Speaker 2: of our digital twins that even come out. So the 516 00:32:24,440 --> 00:32:28,760 Speaker 2: beauty of digital twins is the better, the more desirable, 517 00:32:29,280 --> 00:32:33,760 Speaker 2: the more cost efficient and faster. So it's not just 518 00:32:33,800 --> 00:32:39,840 Speaker 2: a productivity drive, it's a desirability drive. And yes, we 519 00:32:39,960 --> 00:32:43,440 Speaker 2: use digital twins across the Power brands, and yes that 520 00:32:43,520 --> 00:32:47,520 Speaker 2: drives one hundred percent consistency around the product packaging around 521 00:32:47,560 --> 00:32:51,560 Speaker 2: the world. Irregardless of the affordability of doing a product 522 00:32:51,600 --> 00:32:54,000 Speaker 2: shoot in a particular market. 523 00:32:54,360 --> 00:32:56,880 Speaker 1: Is are you at the very forefront doing this or 524 00:32:57,040 --> 00:32:59,280 Speaker 1: are you aware of other brands doing this? A similar. 525 00:33:00,840 --> 00:33:04,720 Speaker 2: We're at the forefront. You know, the omniverse technology is 526 00:33:04,960 --> 00:33:07,840 Speaker 2: out there. We worked with a range of partners, one 527 00:33:07,840 --> 00:33:11,520 Speaker 2: that's called Collective to bring it to life. So I'm 528 00:33:11,640 --> 00:33:14,480 Speaker 2: sure there are others that are using the technology, but 529 00:33:14,760 --> 00:33:18,000 Speaker 2: I see us at the forefront at scale is using 530 00:33:18,000 --> 00:33:21,600 Speaker 2: that as our practice based on again our ambition of 531 00:33:21,640 --> 00:33:25,080 Speaker 2: desireed scale. I think there's so many tools today you 532 00:33:25,120 --> 00:33:27,880 Speaker 2: can get distracted by and you can fall in love 533 00:33:27,880 --> 00:33:32,000 Speaker 2: with that tool. Every day, there's now over thirty nine 534 00:33:32,040 --> 00:33:36,240 Speaker 2: thousand AI tools, and every week there seems to be 535 00:33:36,280 --> 00:33:40,480 Speaker 2: a new hundred taking shape because AI tools are being 536 00:33:40,560 --> 00:33:44,239 Speaker 2: used to create new AI tools. That means us as 537 00:33:44,360 --> 00:33:48,160 Speaker 2: marketers can be totally overwhelmed and we can actually miss 538 00:33:48,200 --> 00:33:50,680 Speaker 2: the plot. What we don't want to do is lose 539 00:33:50,720 --> 00:33:52,880 Speaker 2: the forest for the trees. We have to stay focused 540 00:33:52,920 --> 00:33:57,240 Speaker 2: on what our ambition is. So our ambition is to 541 00:33:57,280 --> 00:34:02,960 Speaker 2: create desireed scale to address the attention fragmentation and then 542 00:34:03,120 --> 00:34:06,680 Speaker 2: from a culture to car or a content message, it's 543 00:34:06,680 --> 00:34:09,840 Speaker 2: the many to many. So we use digital twins, a 544 00:34:09,960 --> 00:34:13,799 Speaker 2: range of other AI tools. If it's Google's vo three, 545 00:34:14,560 --> 00:34:18,320 Speaker 2: if it is pencil pro, all those tools in service 546 00:34:18,360 --> 00:34:21,480 Speaker 2: of that. Instead of there's a new tool called digital twin. 547 00:34:21,560 --> 00:34:22,440 Speaker 2: Let me give it a try. 548 00:34:23,520 --> 00:34:26,759 Speaker 1: I've recently read and I think it was another interviewer 549 00:34:26,800 --> 00:34:31,640 Speaker 1: podcast you've done, and you posted about this not such 550 00:34:31,640 --> 00:34:34,000 Speaker 1: a long time ago, and I've seen one of a 551 00:34:34,080 --> 00:34:38,560 Speaker 1: post comments underneath from a common friend and a quote 552 00:34:38,800 --> 00:34:41,279 Speaker 1: he said. Where this all gets tricky is that we 553 00:34:41,320 --> 00:34:45,160 Speaker 1: are building brands on emotional foundations, but consumers are increasingly 554 00:34:45,280 --> 00:34:49,360 Speaker 1: encountering brands through AI intermediaries that stripped away from the 555 00:34:49,400 --> 00:34:53,040 Speaker 1: sensory and contextual magic. And further on, as AI crashes 556 00:34:53,080 --> 00:34:56,000 Speaker 1: the party, how do we ensure the emotional justifications for 557 00:34:56,040 --> 00:35:00,120 Speaker 1: our brands survived the translation layer. I thought that it's 558 00:35:00,120 --> 00:35:01,840 Speaker 1: a very interesting Christian and I wanted to use it 559 00:35:01,880 --> 00:35:02,359 Speaker 1: here as well. 560 00:35:03,200 --> 00:35:05,359 Speaker 2: Yeah, I think it's consistent with what I've said. The 561 00:35:05,400 --> 00:35:08,480 Speaker 2: most important thing I also think about. Let me say 562 00:35:08,480 --> 00:35:12,200 Speaker 2: it this way. Marketing, I believe, is about helping people. 563 00:35:12,440 --> 00:35:15,600 Speaker 2: We started this at the top of the conversation, understanding 564 00:35:15,800 --> 00:35:20,279 Speaker 2: people problems and desires and then solving them. Technology can 565 00:35:20,320 --> 00:35:23,200 Speaker 2: be an enabler to that because you have reached your 566 00:35:23,239 --> 00:35:26,920 Speaker 2: deeper insights, but human wise, you still have to listen 567 00:35:27,400 --> 00:35:31,160 Speaker 2: and tap into what are the drivers of those needs 568 00:35:31,160 --> 00:35:35,320 Speaker 2: and desires, and it's our goal to create our brands 569 00:35:36,040 --> 00:35:40,400 Speaker 2: and our products to address those. When we don't listen, 570 00:35:40,480 --> 00:35:42,279 Speaker 2: when we don't know that, that's when we miss the 571 00:35:42,320 --> 00:35:46,880 Speaker 2: plot and can be very transactional or only do performance marketing. 572 00:35:47,280 --> 00:35:51,960 Speaker 2: Desiraed Scale is not about performance marketing. It's about addressing 573 00:35:52,360 --> 00:35:56,520 Speaker 2: people's deep desires and then connecting authentically into them and 574 00:35:56,640 --> 00:35:59,600 Speaker 2: using the tools to do that. So these AI what 575 00:35:59,760 --> 00:36:06,000 Speaker 2: he called intermediaries, those are at our service. It's us 576 00:36:06,160 --> 00:36:09,200 Speaker 2: as the marketers, to be clear on what passion points 577 00:36:09,239 --> 00:36:12,239 Speaker 2: we want to address, to identify the elements of the 578 00:36:12,320 --> 00:36:16,960 Speaker 2: content that tap into that, and us to choose you know, 579 00:36:17,080 --> 00:36:20,400 Speaker 2: human in the loop, what moves forward. This isn't. I 580 00:36:20,440 --> 00:36:26,680 Speaker 2: don't believe that it's a one hundred percent automated advertising process. 581 00:36:27,239 --> 00:36:31,680 Speaker 2: You go for that. The big risk is losing human connection. 582 00:36:32,360 --> 00:36:37,080 Speaker 2: We go for. We believe humanity, our brands, how they 583 00:36:37,120 --> 00:36:41,360 Speaker 2: emote hence desire I have to have. That will be 584 00:36:41,480 --> 00:36:45,760 Speaker 2: the magic and because of that we won't fall into 585 00:36:45,800 --> 00:36:49,360 Speaker 2: the risk or trap that our colleague asked about. 586 00:36:50,040 --> 00:36:53,080 Speaker 1: At the moment, I feel and I think it's obvious 587 00:36:53,120 --> 00:36:56,760 Speaker 1: that some are retreating from purpose and DEI these days 588 00:36:57,320 --> 00:37:00,760 Speaker 1: you've doubled down. I've mentioned in my introduction year championing 589 00:37:00,760 --> 00:37:04,960 Speaker 1: the Crown Act. She moises new Voices Fund and more. 590 00:37:05,200 --> 00:37:07,760 Speaker 1: Let's talk about this for a second, and please explain 591 00:37:07,840 --> 00:37:11,319 Speaker 1: what else you do yourself as a company in your 592 00:37:11,400 --> 00:37:15,920 Speaker 1: role and whether you see d I as a growth 593 00:37:15,960 --> 00:37:18,760 Speaker 1: driver in a positive way? Right? Not doing it because 594 00:37:18,760 --> 00:37:21,440 Speaker 1: of that, but does it come along with a lot 595 00:37:21,480 --> 00:37:24,279 Speaker 1: of growth potential as well, So maybe you can mention 596 00:37:24,880 --> 00:37:26,680 Speaker 1: in addition to the Crown Act and she was just 597 00:37:26,840 --> 00:37:30,160 Speaker 1: New Voices Fund, which I've mentioned already, how this impact 598 00:37:30,280 --> 00:37:32,759 Speaker 1: also the growth story of your portfolio. 599 00:37:33,840 --> 00:37:39,360 Speaker 2: For me, my role is to drive growth and the 600 00:37:39,480 --> 00:37:42,360 Speaker 2: role of our brands is to make sure we're meeting 601 00:37:42,400 --> 00:37:45,440 Speaker 2: people's needs to drive growth. So you've got to look 602 00:37:45,440 --> 00:37:48,600 Speaker 2: at the market and identify where those growth opportunities are. 603 00:37:49,440 --> 00:37:54,319 Speaker 2: And the growth opportunities exist with growing populations all over 604 00:37:54,360 --> 00:38:00,200 Speaker 2: the world or underserved populations, So we make sure our 605 00:38:00,320 --> 00:38:05,240 Speaker 2: brands where there's dry skin, and then we want to 606 00:38:05,320 --> 00:38:08,520 Speaker 2: show the care of Dove through dry skin, we address 607 00:38:08,600 --> 00:38:13,360 Speaker 2: and super serve those needs. So it's really important that 608 00:38:13,400 --> 00:38:17,440 Speaker 2: we identify market segments that are growing and address the 609 00:38:17,520 --> 00:38:23,920 Speaker 2: needs authentically of growing market segments, including demographics. If it's 610 00:38:23,960 --> 00:38:27,759 Speaker 2: gen Z, if it's black or Latina in America, if 611 00:38:27,800 --> 00:38:32,160 Speaker 2: it's you know, young women in Latin America, it's really important. 612 00:38:32,320 --> 00:38:35,719 Speaker 2: Those with textured hair, it's super important. The other thing, 613 00:38:36,719 --> 00:38:39,799 Speaker 2: we were just talking about a brand's emotional connection, how 614 00:38:39,840 --> 00:38:44,040 Speaker 2: it resonates and addresses people's needs. I use something called 615 00:38:44,120 --> 00:38:48,600 Speaker 2: purpose and culture. Every brand being clear on what its 616 00:38:48,640 --> 00:38:53,440 Speaker 2: purpose or role is in culture, people care about me, 617 00:38:53,719 --> 00:38:56,640 Speaker 2: what's in it for me? And brands getting clear in 618 00:38:56,680 --> 00:38:59,719 Speaker 2: their purpose and culture. Again, for Dove, it's campaigning for 619 00:38:59,719 --> 00:39:03,480 Speaker 2: real beauty and how that translates into their culture and community. 620 00:39:04,080 --> 00:39:08,480 Speaker 2: So in that framework, purpose is alive. I call that 621 00:39:08,520 --> 00:39:11,880 Speaker 2: purpose and culture. And then how you serve those growing 622 00:39:11,920 --> 00:39:15,640 Speaker 2: demographics through purpose and culture. So you have the Basiline 623 00:39:15,719 --> 00:39:20,279 Speaker 2: story where you know the great influencer Nano influencer in 624 00:39:20,320 --> 00:39:24,680 Speaker 2: Africa talks about how she again helps remove plasters, textured 625 00:39:24,719 --> 00:39:29,799 Speaker 2: hair shaving. It connects and meets those needs. So the 626 00:39:30,000 --> 00:39:35,120 Speaker 2: short answer to your question is, really there's no change 627 00:39:35,200 --> 00:39:39,000 Speaker 2: in making sure our brands thrive by deeply resonating with 628 00:39:39,080 --> 00:39:42,400 Speaker 2: people and meeting their needs using purpose and culture and 629 00:39:42,480 --> 00:39:48,000 Speaker 2: being committed to addressing needs of you know, high growth, emerging, 630 00:39:48,200 --> 00:39:50,279 Speaker 2: important demographics. 631 00:39:50,480 --> 00:39:53,560 Speaker 1: Your mentro's passion power. What does it look like in 632 00:39:53,600 --> 00:39:56,160 Speaker 1: the way you lead your team every day? How can 633 00:39:56,200 --> 00:39:59,880 Speaker 1: I imagine this, you know, working with you and experiences 634 00:40:00,040 --> 00:40:01,240 Speaker 1: every day. 635 00:40:01,320 --> 00:40:06,080 Speaker 2: I think passion is interesting. I think you know, why 636 00:40:06,120 --> 00:40:09,440 Speaker 2: do you like chocolate and I like vanilla? You know 637 00:40:09,640 --> 00:40:12,080 Speaker 2: why do some people like to run and others like 638 00:40:12,120 --> 00:40:16,319 Speaker 2: to swim. I think passion is there for us to 639 00:40:16,400 --> 00:40:19,000 Speaker 2: tap into what we're here in this world to do. 640 00:40:20,160 --> 00:40:23,120 Speaker 2: And I think you can power up your impact based 641 00:40:23,120 --> 00:40:27,920 Speaker 2: on that passion. So passion power is listening to what 642 00:40:28,719 --> 00:40:31,960 Speaker 2: brings you joy, what lights you up, what takes you off, 643 00:40:32,400 --> 00:40:35,560 Speaker 2: and leaning into more of what brings you joy and 644 00:40:35,600 --> 00:40:38,400 Speaker 2: what lights you up and driving an impact from that. 645 00:40:38,960 --> 00:40:43,799 Speaker 2: For me, passion power has been my career. I've chosen CpG, 646 00:40:44,760 --> 00:40:48,440 Speaker 2: I've chosen brands and make a difference. I've just proportionately 647 00:40:48,440 --> 00:40:51,040 Speaker 2: at my career been on the beauty and personal care side, 648 00:40:51,400 --> 00:40:54,279 Speaker 2: and I lean into that and I drive impact. I'm 649 00:40:54,280 --> 00:40:58,279 Speaker 2: passionate about the underserved, so I lean into that, and 650 00:40:58,320 --> 00:41:01,480 Speaker 2: the power up is driving impact. So passion power is 651 00:41:01,520 --> 00:41:04,680 Speaker 2: pastially making a difference and driving impact in areas that 652 00:41:04,680 --> 00:41:08,399 Speaker 2: you're passionate about, and our brands are credible brands I'm 653 00:41:08,440 --> 00:41:12,799 Speaker 2: passionate about and investing time to really make sure our 654 00:41:12,880 --> 00:41:17,919 Speaker 2: brands are resonating deeply with people and our future fit 655 00:41:18,680 --> 00:41:22,240 Speaker 2: that the brands will thrive for another century or another 656 00:41:22,840 --> 00:41:26,120 Speaker 2: decade or another fifty years, depending on the brand, and 657 00:41:26,400 --> 00:41:31,239 Speaker 2: to beyond, because we are at the forefront of where 658 00:41:31,360 --> 00:41:34,040 Speaker 2: society is headed. So that's what passion power looks like. 659 00:41:34,239 --> 00:41:37,400 Speaker 1: To me, I'm one hundred percent on board. I feel 660 00:41:37,480 --> 00:41:42,120 Speaker 1: that whatever you do, passion makes for me personally. Also, 661 00:41:42,120 --> 00:41:45,280 Speaker 1: the biggest difference. If you see somebody doing what somebody's 662 00:41:45,320 --> 00:41:48,279 Speaker 1: doing this passion, it's a massive difference. I totally agree 663 00:41:48,320 --> 00:41:51,520 Speaker 1: with that. Let's look forward a bit. I see maybe 664 00:41:51,600 --> 00:41:53,480 Speaker 1: I don't know five years, maybe it's a bit too long. 665 00:41:53,560 --> 00:41:56,080 Speaker 1: Let's say two three years from now on what is 666 00:41:56,360 --> 00:42:00,960 Speaker 1: in our industry, marketing industry. What's the one thing will 667 00:42:01,040 --> 00:42:04,920 Speaker 1: change forever and the one thing you hope never changes 668 00:42:05,360 --> 00:42:07,560 Speaker 1: over the next couple of years. 669 00:42:08,280 --> 00:42:13,120 Speaker 2: Starting with the latter, what I believe will never change 670 00:42:14,120 --> 00:42:20,400 Speaker 2: is the role of people in humans. Because we are humans, 671 00:42:21,080 --> 00:42:25,160 Speaker 2: are ones that drive choice. We are what you know 672 00:42:25,200 --> 00:42:30,920 Speaker 2: inhabit the planet. So I believe humanity will remain at 673 00:42:30,920 --> 00:42:38,320 Speaker 2: the center of marketing that grows, not automation. I believe 674 00:42:38,520 --> 00:42:42,319 Speaker 2: automation will be of service to that humanity. And there 675 00:42:42,400 --> 00:42:45,680 Speaker 2: is a lot and I say automation, I mean agents, 676 00:42:45,880 --> 00:42:50,560 Speaker 2: gin Ai, robots, which you know, if it was all 677 00:42:50,600 --> 00:42:54,439 Speaker 2: about gin Ai and this year it's about agentic Ai, 678 00:42:55,000 --> 00:42:58,359 Speaker 2: next few years will be about physical ais. Those will 679 00:42:58,400 --> 00:43:02,239 Speaker 2: all be of service to our humanity. I believe that 680 00:43:02,280 --> 00:43:06,120 Speaker 2: won't change. And in your question, hope that's the one 681 00:43:06,160 --> 00:43:09,200 Speaker 2: thing I really want us to lean into and hope 682 00:43:09,200 --> 00:43:14,080 Speaker 2: that endures. In terms of the one thing that I 683 00:43:14,120 --> 00:43:17,560 Speaker 2: really want to make sure changes is that we are 684 00:43:17,640 --> 00:43:22,680 Speaker 2: not pushing our brand messages, forcing our messages onto people, 685 00:43:23,440 --> 00:43:29,040 Speaker 2: that we are instead connecting with people and because of that, 686 00:43:29,160 --> 00:43:32,960 Speaker 2: having people share and express our messages with other people. 687 00:43:33,440 --> 00:43:38,600 Speaker 2: I want marketing to be more authentic of the community 688 00:43:38,760 --> 00:43:41,360 Speaker 2: for the community. And there's a lot of change that 689 00:43:41,440 --> 00:43:45,400 Speaker 2: has to happen because we can think about marketing is 690 00:43:45,480 --> 00:43:52,600 Speaker 2: transactional performance marketing, you know, only trying to get the purchase. 691 00:43:52,880 --> 00:43:55,440 Speaker 2: What I want to make sure continues to change is 692 00:43:55,440 --> 00:43:58,760 Speaker 2: that we think about earning our purchase because other people 693 00:43:58,840 --> 00:44:01,319 Speaker 2: are authentically bought in and sharing our message. 694 00:44:01,960 --> 00:44:05,080 Speaker 1: I think what a wonderful final comment or closing of 695 00:44:05,239 --> 00:44:08,560 Speaker 1: art today's conversation, Isy, I really enjoyed our conversation today 696 00:44:08,960 --> 00:44:10,799 Speaker 1: and I think you know everybody who listened to this 697 00:44:11,360 --> 00:44:13,880 Speaker 1: understand that this has been a masterclass in not just 698 00:44:14,400 --> 00:44:19,080 Speaker 1: leading brands, but reshaping what marketing can mean for business, 699 00:44:19,080 --> 00:44:22,200 Speaker 1: for culture, and for the people. And I think your 700 00:44:22,400 --> 00:44:26,000 Speaker 1: role model what you do, and you've shown us how engineering, 701 00:44:26,040 --> 00:44:29,800 Speaker 1: precision and human empathy can actually co exist ex scale. 702 00:44:29,920 --> 00:44:33,560 Speaker 1: So thank you so much for your time today and 703 00:44:33,600 --> 00:44:34,799 Speaker 1: for joining Possible Now. 704 00:44:34,960 --> 00:44:37,400 Speaker 2: Thank you so much, Easy, It's been a pleasure. 705 00:44:37,480 --> 00:44:41,640 Speaker 1: Thank you Christian, and for everybody listening, remember it's all 706 00:44:41,680 --> 00:44:45,160 Speaker 1: about choosing between purpose and performance and not about proving 707 00:44:45,480 --> 00:44:49,239 Speaker 1: they belong together. This is the goal, and keep pushing boundaries. 708 00:44:49,600 --> 00:44:51,920 Speaker 1: This is what my message is for the listeners, and 709 00:44:52,080 --> 00:44:55,040 Speaker 1: I will welcome you back very soon for the next episode. 710 00:44:56,040 --> 00:44:57,360 Speaker 2: Thanks for tuning in everyone. 711 00:44:57,640 --> 00:45:00,520 Speaker 1: Once again, I'm your host, Christian Moha. If you have 712 00:45:00,560 --> 00:45:03,600 Speaker 1: a question or suggestion to me, reach out send me 713 00:45:03,680 --> 00:45:07,040 Speaker 1: DM on LinkedIn. If you're curious to learn more about Possible, 714 00:45:07,320 --> 00:45:09,400 Speaker 1: sign up for our newsletter or if you want to 715 00:45:09,480 --> 00:45:13,000 Speaker 1: join us at the Possible Show in Miami, visit possibleevent 716 00:45:13,160 --> 00:45:16,799 Speaker 1: dot com. Possible Now is a co production of iHeartMedia 717 00:45:16,880 --> 00:45:21,560 Speaker 1: and Possible. Our executive producers are Ryan Marx and Yasmin Melendez. 718 00:45:21,960 --> 00:45:25,960 Speaker 1: Our supervising producer is Meredith Barnes. Special thanks to Colleen 719 00:45:26,040 --> 00:45:29,799 Speaker 1: Lawrence Mack from our programming team. Our theme music is 720 00:45:29,840 --> 00:45:34,240 Speaker 1: composed by Anthony Ketcoli. For more podcasts from iHeart, visit 721 00:45:34,280 --> 00:45:37,719 Speaker 1: the iHeart app Apple podcast, or wherever you listen to 722 00:45:37,760 --> 00:45:39,320 Speaker 1: your favorite shows.