WEBVTT

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Mark, what should marketing
leaders be doing to strengthen

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their cost position today and
tomorrow?

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So in 2025, marketers
unfortunately have to do more

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with less.

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Budgets have been under
pressure, and CFOs are looking

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at ROIs on their marketing
investment.

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So I think the good news is that
marketers can do more with less.

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Number one, they need to put in
place a measurement framework

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that's simple and easy to
understand across the business,

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across geographies, across
different brands, and cascade

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this to all their leaders at all
levels to aspire to managing

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against these KPIs.

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Second, GenAI

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is unlocking enormous
efficiencies, specifically in

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the content supply chain.

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You can basically create 10X
more content with 60% less spend

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and that . . . we see that in
pharmaceuticals, consumer

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packaged goods companies, and
other industries that spend a

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lot on advertising.

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In fact, many of these
industries spend as much as 20%

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of their cost in marketing on
content creation.

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So this efficiency is huge when
you think about what it enables

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in terms of actually getting the
message to customers.

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And finally, we can use AI to
dynamically optimize and manage

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these budgets.

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Instead of waiting weeks or
months to get reports, we can

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actually dynamically manage and
optimize campaigns on the fly,

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which drives 2 to 3X the ROI of
traditional ways of managing

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media allocation.

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So the future is exciting.

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It's challenging, but there's a
lot marketers can do

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with less.

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Thank you so much.

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Thank you.