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Eike, Amaryllis, welcome. Eike, to you first. You've recently

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undergone a transformation in your marketing strategy. Tell me

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a little bit more, if you would, about that process. Yeah, good

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morning, Georgie. First of all, thanks for the invite and great

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to be here. In previous times, to directly answer your

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question, we didn't have a clear set of creative guidelines. What

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we did with the help of BCG, and which was really a great project

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for us, was we looked at all of the creatives that we had in our

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database. Then we checked

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what is working for us versus what doesn't work. And based out

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of that study, we developed a very clear set of core creative

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guidelines. And we really think these are golden nuggets. These

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are things that we now always apply to all of the creators and

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that really helped us to dramatically improve our

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performance. And if I may, I think it's great from the BCG

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side to work with marketing leaders who actually have a bold

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vision, but they're also eager to take a more customer-centric

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approach in marketing.

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So I think combining, you know, our IP but also with your strong

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ambition has, I think, has been the recipe of the overall

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success.

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What problems and challenges were you facing, particularly in

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your advertising strategy, that sort of precipitated a need for

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transformation? Yeah, absolutely. So we recognized

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that in previous times, actually, we always worked with

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a one-fits-all message. That's no longer effective anymore. We

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recognize that we have very different audiences that

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actually need different messages and also have different needs

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that we need to tackle. To give you a very concrete example,

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like for one of our laundry brands, which is Persil,

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we have on one side, for example, young professionals. So

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they have, they would go out here, for example, in Cannes,

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had red wine stains maybe from social activities or from sports

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maybe, versus take a family where they have kids and, of

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course, there are, for example, stains from pasta sauces. And we

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have to build a very dedicated messaging framework to address

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those specific needs. So on one side, red wine or sports stains

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versus the ones on family for pasta and food stains,

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for example. Amaryllis, you seeing this a lot with

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companies—these sorts of issues? Absolutely. Look, I think the

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media landscape has evolved that much. With technology taking

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over, I think companies require unique asset to leverage upon.

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And I think customer audiences, first-party data is the absolute

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key here. And drafting strategies around those is

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absolutely critical for their success to differentiate as well

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in, in their messaging and marketing approaches. What

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advice do you have for leaders

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in this space? I think we're in a phase where a lot of companies

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are now embracing broader transformation. So we have come

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out a little bit of this kind of fire-and-fight mode. So more

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leaders and more companies are embarking into AI

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transformations, and we're strongly endorsing, actually,

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leaders to think that way because this is what's going to

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give them the leading advantage over the, the coming years and

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decades.

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Thank you, both, for your time. Thank you so much. Thank you,

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Georgie.