Martin Renaud0:11
The world is getting incredibly complex, and the marketers need to manage, as we say, the end no. So we need to manage a short term, the price inflation, but at the same time keeping an eye on the long term and keeping the ambitions at the right level. We need to integrate profit obviously as our objective, but at the same time manage the sustainability, diversity and inclusion, data, creativity. So from a world which was much simpler, now marketers need to evolve doing all of that. I'm proud of so much work, so we need a lot of time so it is difficult to pick. I think we have on Cadbury overall we have had an incredible creative journey, and we are really constantly improving our advertising around this idea of generosity, and we have very strong work in India, in Australia, in the UK, so it's all around the generosity campaign. Milka, which is another very strong chocolate brand, has been also stepping out a lot. Just one very strong recognition on tender words, which is a big activation we have in Europe around Milka, very proud about that. We are in the holiday season, we start to have very nice films around holidays. Sushi in Spain, which is outstanding and really made me cry, it's very connecting very strongly to a personal insight. And in biscuits overall, we also have very, very strong work. Oreo is constantly growing and finding its creative space in this connection between people through playing, which is a very interesting territory. So lots of great work frankly, and we see our progress very clearly on creative effectiveness. You know, we love creativity but we love also to measure our progress, and we see that in pre-testing and post-testing we get to better work year after year, so it's very exciting. I think for marketing, the big transformation still is digital. So we are really working hard and understanding exactly what it means. We have done lots of great strides in terms of paid media, and the vast majority of our investments in media are in digital, and as I explained before, we are really accelerating personalization to be more fit for purpose and increase our ROI. But obviously there are other areas like earned media, own media, and obviously really understanding how to get first party data from our consumers and understand how we can enhance our connection with them through that data, and also lots of work there. I think the industry is changing extremely fast, and we are evolving with it and very committed to it. So for me, that's one of the big big transformations. Obviously this is a collective recognition, and I want to really thank all the people at Mondelez, and in particular in the marketing community, because this recognition is really thanks to that great work. So to them.
