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I think, biggest challenge facing today's marketers

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is just the sheer choice of what they can

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or cannot do with the money they have.

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There's more channels to invest in marketing

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than ever before in history.

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You have the potential of all this data and analytics,

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but actually really realizing that day-to-day is tough.

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And that's what Catalyst does for me.

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It brings together all that analytics in a very simple,

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easy to interface way.

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It's designed to be used by decision makers,

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not statisticians.

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And it helps them make objective choices

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about where best to spend the money.

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That's the real magic of Catalyst for me.

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So if I was to talk briefly

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about this software-enabled consulting model

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that we've had between BCG

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and Diageo on the Marketing Catalyst Program,

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I'd characterize it that the BCG team

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has almost been two teams.

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There's been a consulting team,

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that is kinda like a traditional consulting team,

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and a technology team, actually

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building all the Catalyst software behind the scenes,

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very much in tandem with us rolling this whole theory,

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this whole approach out across the business.

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It's meant that, as we've been developing

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a capability that is very much new to the world,

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we've been able to be really responsive

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to the needs of Diageo as a client,

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and our 30, 40, 50 countries around the world

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where we're deploying this software

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are getting something really relevant to them.

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So now that the MSP Catalyst is deployed,

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I think Diageo has a few really valuable new capabilities.

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I think if I look in the area of strategic allocation

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of our A&P budget,

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we're able to bring a much more fact-based lens

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to that question of 'what's the right budget

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for my brand?' anywhere in the world,

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which would have been before

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a much more emotional conversation.

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And then if I look at actually how we spend that money,

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Catalyst is enabling us

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to actually really deploy those budgets

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channel by channel, week by week,

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in a way that we have a really clear understanding

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of the likely short- and long-term returns on investment.

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That's really powerful insight for us to have,

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and it's a huge new capability

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for our marketing organization.

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Software-enabled consulting, as I see it,

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it's all about consulting

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that is trying to deliver impact,

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you know, not a recommendation,

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not an advisory, not a benchmark,

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but actual results with the client.

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And when you're working in a large, complex company,

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as I'm sure many of BCG's clients are,

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actually software is a great enabler

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of getting an idea, a set of principles,

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an analytical approach, rolled out

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to a large, complex business

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in a way where the decision-making people

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spread all across that business

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can actually have the facts,

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the analysis they need at their fingertips,

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every day to make those decisions better.

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If I was to talk briefly about

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my overall experience working with BCG,

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it would be a really positive one.

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No doubt about it.

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You know, I've had the absolute privilege

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of working with outstanding group

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of individuals across both your consulting

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and technology teams in the last couple of years.

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Smart, hard working, really dedicated

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to delivering great impact for us, Diageo as a client,

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and most of all actually just really

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great, down-to-earth people to come into the office

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and sit with every day.