WEBVTT 1 00:00:13.610 --> 00:00:16.860 I think, biggest challenge facing today's marketers 2 00:00:16.860 --> 00:00:19.610 is just the sheer choice of what they can 3 00:00:19.610 --> 00:00:22.070 or cannot do with the money they have. 4 00:00:22.070 --> 00:00:24.450 There's more channels to invest in marketing 5 00:00:24.450 --> 00:00:26.580 than ever before in history. 6 00:00:26.580 --> 00:00:29.170 You have the potential of all this data and analytics, 7 00:00:29.170 --> 00:00:32.850 but actually really realizing that day-to-day is tough. 8 00:00:32.850 --> 00:00:34.660 And that's what Catalyst does for me. 9 00:00:34.660 --> 00:00:38.280 It brings together all that analytics in a very simple, 10 00:00:38.280 --> 00:00:39.820 easy to interface way. 11 00:00:39.820 --> 00:00:42.290 It's designed to be used by decision makers, 12 00:00:42.290 --> 00:00:44.020 not statisticians. 13 00:00:44.020 --> 00:00:46.210 And it helps them make objective choices 14 00:00:46.210 --> 00:00:47.690 about where best to spend the money. 15 00:00:47.690 --> 00:00:50.660 That's the real magic of Catalyst for me. 16 00:00:50.660 --> 00:00:51.950 So if I was to talk briefly 17 00:00:51.950 --> 00:00:54.370 about this software-enabled consulting model 18 00:00:54.370 --> 00:00:55.830 that we've had between BCG 19 00:00:55.830 --> 00:00:58.283 and Diageo on the Marketing Catalyst Program, 20 00:00:59.240 --> 00:01:01.730 I'd characterize it that the BCG team 21 00:01:01.730 --> 00:01:03.170 has almost been two teams. 22 00:01:03.170 --> 00:01:04.840 There's been a consulting team, 23 00:01:04.840 --> 00:01:07.270 that is kinda like a traditional consulting team, 24 00:01:07.270 --> 00:01:09.100 and a technology team, actually 25 00:01:09.100 --> 00:01:11.520 building all the Catalyst software behind the scenes, 26 00:01:11.520 --> 00:01:15.410 very much in tandem with us rolling this whole theory, 27 00:01:15.410 --> 00:01:17.190 this whole approach out across the business. 28 00:01:17.190 --> 00:01:19.130 It's meant that, as we've been developing 29 00:01:19.130 --> 00:01:22.330 a capability that is very much new to the world, 30 00:01:22.330 --> 00:01:24.510 we've been able to be really responsive 31 00:01:24.510 --> 00:01:26.810 to the needs of Diageo as a client, 32 00:01:26.810 --> 00:01:29.780 and our 30, 40, 50 countries around the world 33 00:01:29.780 --> 00:01:31.300 where we're deploying this software 34 00:01:31.300 --> 00:01:33.230 are getting something really relevant to them. 35 00:01:33.230 --> 00:01:35.780 So now that the MSP Catalyst is deployed, 36 00:01:35.780 --> 00:01:39.050 I think Diageo has a few really valuable new capabilities. 37 00:01:39.050 --> 00:01:41.790 I think if I look in the area of strategic allocation 38 00:01:41.790 --> 00:01:43.180 of our A&P budget, 39 00:01:43.180 --> 00:01:45.750 we're able to bring a much more fact-based lens 40 00:01:45.750 --> 00:01:48.100 to that question of 'what's the right budget 41 00:01:48.100 --> 00:01:50.000 for my brand?' anywhere in the world, 42 00:01:50.000 --> 00:01:50.970 which would have been before 43 00:01:50.970 --> 00:01:52.960 a much more emotional conversation. 44 00:01:52.960 --> 00:01:55.680 And then if I look at actually how we spend that money, 45 00:01:55.680 --> 00:01:57.020 Catalyst is enabling us 46 00:01:57.020 --> 00:01:59.060 to actually really deploy those budgets 47 00:01:59.060 --> 00:02:01.380 channel by channel, week by week, 48 00:02:01.380 --> 00:02:03.270 in a way that we have a really clear understanding 49 00:02:03.270 --> 00:02:06.350 of the likely short- and long-term returns on investment. 50 00:02:06.350 --> 00:02:08.690 That's really powerful insight for us to have, 51 00:02:08.690 --> 00:02:10.430 and it's a huge new capability 52 00:02:10.430 --> 00:02:12.020 for our marketing organization. 53 00:02:12.020 --> 00:02:14.160 Software-enabled consulting, as I see it, 54 00:02:14.160 --> 00:02:15.620 it's all about consulting 55 00:02:15.620 --> 00:02:18.000 that is trying to deliver impact, 56 00:02:18.000 --> 00:02:19.760 you know, not a recommendation, 57 00:02:19.760 --> 00:02:21.510 not an advisory, not a benchmark, 58 00:02:21.510 --> 00:02:23.480 but actual results with the client. 59 00:02:23.480 --> 00:02:26.130 And when you're working in a large, complex company, 60 00:02:26.130 --> 00:02:28.510 as I'm sure many of BCG's clients are, 61 00:02:28.510 --> 00:02:31.210 actually software is a great enabler 62 00:02:31.210 --> 00:02:33.610 of getting an idea, a set of principles, 63 00:02:33.610 --> 00:02:35.760 an analytical approach, rolled out 64 00:02:35.760 --> 00:02:37.800 to a large, complex business 65 00:02:37.800 --> 00:02:40.790 in a way where the decision-making people 66 00:02:40.790 --> 00:02:42.380 spread all across that business 67 00:02:42.380 --> 00:02:43.760 can actually have the facts, 68 00:02:43.760 --> 00:02:45.600 the analysis they need at their fingertips, 69 00:02:45.600 --> 00:02:47.800 every day to make those decisions better. 70 00:02:47.800 --> 00:02:49.520 If I was to talk briefly about 71 00:02:49.520 --> 00:02:52.160 my overall experience working with BCG, 72 00:02:52.160 --> 00:02:54.760 it would be a really positive one. 73 00:02:54.760 --> 00:02:55.710 No doubt about it. 74 00:02:55.710 --> 00:02:57.560 You know, I've had the absolute privilege 75 00:02:57.560 --> 00:03:00.180 of working with outstanding group 76 00:03:00.180 --> 00:03:02.600 of individuals across both your consulting 77 00:03:02.600 --> 00:03:05.190 and technology teams in the last couple of years. 78 00:03:05.190 --> 00:03:08.750 Smart, hard working, really dedicated 79 00:03:08.750 --> 00:03:12.260 to delivering great impact for us, Diageo as a client, 80 00:03:12.260 --> 00:03:14.540 and most of all actually just really 81 00:03:14.540 --> 00:03:17.060 great, down-to-earth people to come into the office 82 00:03:17.060 --> 00:03:18.363 and sit with every day.