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Anastasia, Eike, so good to have
you here.

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And you've recently embarked
into transformation with Henkel,

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where you partner with BCG but
also with CreativeX.

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Do you want to share a little
bit more about this journey?

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Yes, happy to.

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Good morning, first of all,
and great to be here.

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So the amount of assets that we
are currently creating really

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picked up like crazy.

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As you know, we built with BCG a
very clear set of creative

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guidelines that we apply to all
of our creatives.

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However, as the amount really
picked up, you know, we did this before.

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We checked every asset by hand.
This doesn't work anymore.

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This is really not something
that we can push forward.

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To give you a number, last year
we released 23,000 creatives.

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So we needed an automated
solution and, therefore, we

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looked at CreativeX, which can
really help us check our creatives at scale.

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And as, adding extra pressure
with our golden rules,

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I'm sure it's actually not
making your job easier.

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So can you tell us more about
CreativeX and how you're

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enabling clients to bring this
creative performance at scale?

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Yes, absolutely.

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So, first of all, we have to
take a step back and admit that

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creative measurement is pretty
broken today.

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If our CEO or CMO came to us and
said, what creative decisions

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have you made that have had a
measurable impact on the

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business, I think a lot of
marketers would swallow hard.

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And so CreativeX is really
intent on solving the creative

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measurement problem at scale
for the world of digital.

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There are three components this.
The first one is any creative anywhere.

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We pull every creative into our
system, whether it's from your

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DAM, your media accounts and get
it all into one place.

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The second part is creative
signal extraction.

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How do we overlay AI technology
to really understand what are

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the creative decisions you're
making inside your advertising

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and aggregate them to the kinds
of things that matter to Henkel?

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And third, we embed that data
into tools for change.

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So if your creative agency wants
to understand, hey, is the

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content I'm making in line with the
Henkel cares about, they can do that.

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If your media agency wants to
understand what percentage of

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our media spend is going behind
the things that matter to Henkel,

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there is now reporting that does that
across every ad that they are running.

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Eike, can you tell us more about
the results of all of this effort?

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Absolutely.

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So there are different dimensions
that we are looking at.

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Let's start at the bottom of the funnel,

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the ROAS: the return on ad spend,
that we always measure.

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That's actually one of our key metrics,

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and we have seen a 30 to 50%
increase actually improvement of

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the ROAS versus the business as
usual, but not just that.

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So, also if we go on upper
funnel on consideration,

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but especially on ad recall,
we have seen a 48% percentage

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improvement in ad recall
for our creatives.

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Anastasia, you've been a
critical component in this effort.

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What advice do you have for
marketing leaders?

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So, the one thing I would
encourage everyone to think

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about is how do you scale and
operationalize to change?

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In our process, BCG and Henkel did the
hard work of setting up the

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golden rules, but what we really
wanted to do was incorporate

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that and Henkel's ways of
working.

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And so what we did is we
codified them into

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machine-readable format,

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we automated them to get them as
real-time as possible,

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and then we embedded them into
their ways of working so that

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from creative agencies to media
agencies, we can really

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understand the adoption of the
golden rules and measure how we

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were tracking, but also really
measured their media impact,

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which Eike spoke
very eloquently about.

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Yeah, great.

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Eike, Anastasia,
thank you very much.

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Thank you.

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Thank you so much for having us.