WEBVTT

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Pierre Hey, Ernesto, how are you
CEO of PMI?

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What brings you to Cannes?

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Well, you know, I grew up in
this country and I live in the

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US now, but I've been coming
back almost every year for the

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last 1520 years to this event.

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I used to work in a different
industry, in the insights

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industry.

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So for us, of course, at the
time was important to meet with

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clients.

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But thinking about what we do at
PMI, which is basically, you

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know, we're on a mission to help
the world resolve a very simple

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but universal problem, which is
to increase project success.

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You know, make projects
successful.

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Because we believe that small
projects that may affect the

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life of a few people, or very
big projects that may affect the

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lives or the future of humanity
of the world of large

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communities, if they're run well
and responsibly, can have a very

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positive effect.

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And thinking about the evolution
of the advertising industry, of

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course, our roots are more in
infrastructure construction,

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aerospace, you know, those big
industries where you're used to

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run very large, very complex
projects.

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But thinking of the evolution of
the advertising industry, which

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is under pressure on margins,
lot of complexity, fragmentation

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of creative, fragmentation of
media, the execution becomes

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very difficult and very critical
if you want to run a successful

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advertising agency today.

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So I thought this industry could
take a little bit of learning

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from other industries.

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Great.

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So tell us about the the
challenges that you think are

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specific to the advertising
industry and where project

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management can be very helpful
to professionals in the space.

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Obviously, you have to find the
right method, the right

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approach.

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That depends on multiple
factors, the size of the

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project, the complexity of the
project, the timeline you have,

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whether you can plan or not plan
so much.

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But that is also true in many
industries.

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It's the same even today.

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If you think of aerospace, used
to be super planned, but now you

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see all these companies coming
up disrupting the industry by

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working a very incremental, very
iterative way.

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So even for an industry like
advertising that by nature has

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to be very close to the
consumers, close to society, has

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to change very quickly and
evolve.

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There are some ways to manage
these projects effectively.

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Man, tell me something.

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How do you embed creativity into
project management?

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You know, creativity and
structure and discipline are not

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two different things.

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And if you think about it, I
actually do not believe that you

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unleash creativity by removing
constraints.

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I'm a great believer that when
you create constraints, you

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force creativity because you
have to find the right way, the

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right solution.

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So creative people do not
necessarily think about being

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disciplined, but then when they
start executing complex stuff,

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they realize that being a little
organized.

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Thinking how you manage your
stakeholders, for instance.

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Thinking about how you go back
to consumers regularly to avoid

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following your own thoughts and
then missing the point.

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Thinking a little bit about
risks, not in a negative way,

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but thinking of how you can
mitigate, maybe anticipate and

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be ready in case something bad
happens.

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All that, all these skills are
useful and you can learn these

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skills.

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Of course, you can learn that
practice works.

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But at PMI, of course we provide
continuous education,

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professional certifications, the
community that supports you,

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events, membership, of course
platforms, AI base.

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Now that helps you do your job.

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So we provide all the services
to organisations, to companies

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and to professionals.

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What are you most excited about
for PMI?

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For the future of PMI?

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You know, for us, we've been
very successful, especially

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lately.

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Our growth has actually
increased worldwide, in all

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regions of the world.

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We're growing double digit right
now.

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I think it's mostly because
everybody's worried about the

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future of work, how professions
will be transformed.

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And we've been lucky enough to
lead the transformation of

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project management through AI.

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We've launched multiple training
products platforms, and we

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believe that this transformation
of project management through AI

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is currently driving not only a
change in the nature of the work

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that people do, but also it's a
fantastic opportunity because AI

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transformation means that all
organizations, all companies

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will have big projects to
transform just like you manage

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many of them at BCG as well.

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And whenever there is
transformation, there's a

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project, you know, and there's a
lot of work for project

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managers.

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So I feel very optimistic and
excited by that.

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That's why thank you for
stopping by.

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Thank you.