Eike, Amaryllis, welcome. Eike, to you first. You've recently
undergone a transformation in your marketing strategy. Tell me
a little bit more, if you would, about that process. Yeah, good
morning, Georgie. First of all, thanks for the invite and great
to be here. In previous times, to directly answer your
question, we didn't have a clear set of creative guidelines. What
we did with the help of BCG, and which was really a great project
for us, was we looked at all of the creatives that we had in our
database. Then we checked
what is working for us versus what doesn't work. And based out
of that study, we developed a very clear set of core creative
guidelines. And we really think these are golden nuggets. These
are things that we now always apply to all of the creators and
that really helped us to dramatically improve our
performance. And if I may, I think it's great from the BCG
side to work with marketing leaders who actually have a bold
vision, but they're also eager to take a more customer-centric
approach in marketing.
So I think combining, you know, our IP but also with your strong
ambition has, I think, has been the recipe of the overall
success.
What problems and challenges were you facing, particularly in
your advertising strategy, that sort of precipitated a need for
transformation? Yeah, absolutely. So we recognized
that in previous times, actually, we always worked with
a one-fits-all message. That's no longer effective anymore. We
recognize that we have very different audiences that
actually need different messages and also have different needs
that we need to tackle. To give you a very concrete example,
like for one of our laundry brands, which is Persil,
we have on one side, for example, young professionals. So
they have, they would go out here, for example, in Cannes,
had red wine stains maybe from social activities or from sports
maybe, versus take a family where they have kids and, of
course, there are, for example, stains from pasta sauces. And we
have to build a very dedicated messaging framework to address
those specific needs. So on one side, red wine or sports stains
versus the ones on family for pasta and food stains,
for example. Amaryllis, you seeing this a lot with
companies—these sorts of issues? Absolutely. Look, I think the
media landscape has evolved that much. With technology taking
over, I think companies require unique asset to leverage upon.
And I think customer audiences, first-party data is the absolute
key here. And drafting strategies around those is
absolutely critical for their success to differentiate as well
in, in their messaging and marketing approaches. What
advice do you have for leaders
in this space? I think we're in a phase where a lot of companies
are now embracing broader transformation. So we have come
out a little bit of this kind of fire-and-fight mode. So more
leaders and more companies are embarking into AI
transformations, and we're strongly endorsing, actually,
leaders to think that way because this is what's going to
give them the leading advantage over the, the coming years and
decades.
Thank you, both, for your time. Thank you so much. Thank you,
Georgie.