WEBVTT 00:00:00.160 --> 00:00:03.200 Liuvob, welcome. Tell me more, if you would, about the Insight 00:00:03.200 --> 00:00:05.400 Lighthouse initiative and how it all started. 00:00:06.440 --> 00:00:10.400 Thank you so much for having me here in Boston Consulting Group 00:00:10.400 --> 00:00:12.480 Lounge. So first of all, it's an honour to be here and especially 00:00:12.480 --> 00:00:17.960 to talk about this initiative. It started when we have 00:00:17.960 --> 00:00:23.240 completed the study with ESOMAR about the future of insights 00:00:23.240 --> 00:00:25.480 industry, and we have interviewed nearly 700 00:00:25.480 --> 00:00:29.160 professionals and half of the sample were people working on 00:00:29.160 --> 00:00:31.960 the client side, and half of the sample were people on the 00:00:31.960 --> 00:00:35.720 corporate side like myself. Today I'm with Diageo. I'm Head 00:00:35.720 --> 00:00:36.400 of Strategy 00:00:36.480 --> 00:00:40.560 Analytics and Consumer Planning. I recently joined the company 00:00:40.560 --> 00:00:43.760 though. So returning back to your question and to the point I 00:00:43.760 --> 00:00:48.760 wanted to bring, actually the study showcases very interesting 00:00:48.760 --> 00:00:52.480 conflict because from one hand side, we can see that the 00:00:52.480 --> 00:00:56.760 insights industry, they are steadily growing. So it's nearly 00:00:56.760 --> 00:01:01.640 $130 billion in net sales in Q 3 2023 based on the evaluation 00:01:01.640 --> 00:01:05.080 of Esomar. But at the same time, when we interviewed people, we 00:01:05.080 --> 00:01:06.920 found out that people on the 00:01:07.000 --> 00:01:10.920 agency side, they're pretty optimistic and very hungry to 00:01:10.920 --> 00:01:14.280 adopt AI and continue growing the industry by 00:01:14.280 --> 00:01:18.400 proposing the unique capability and tools. But on the client 00:01:18.400 --> 00:01:24.280 side, people are struggling a lot. So they are expressing the 00:01:24.280 --> 00:01:27.960 difficulties to showcase ROI, to defend budgets and the 00:01:27.960 --> 00:01:31.680 experiencing the cuts of the positions. So feels like 00:01:31.680 --> 00:01:35.400 something needs to be addressed. That was my feeling. I was super 00:01:35.400 --> 00:01:37.280 angry about that and I decided that 00:01:37.280 --> 00:01:41.000 maybe we have to gather together as corporate professionals and 00:01:41.000 --> 00:01:44.320 discuss how we're going to make an impact, how we're gonna 00:01:44.320 --> 00:01:47.560 defend our positions and be associated with the business 00:01:47.560 --> 00:01:51.040 growth. And of course, there are many companies that are 00:01:51.040 --> 00:01:54.600 very people centric, including Diageo. It's an 00:01:54.600 --> 00:01:58.880 amazing organisation that stays very committed to people, 00:01:58.880 --> 00:02:02.280 Centricity, Colgate, Palmolive, where I worked. But at the same 00:02:02.280 --> 00:02:04.720 time, there are many other companies that based on their 00:02:04.720 --> 00:02:07.640 background, they would never been people centric. 00:02:07.640 --> 00:02:11.360 So obviously if we look statistically speaking, so this 00:02:11.360 --> 00:02:15.760 measure 10, 15 companies that stay people centric not really make a 00:02:15.760 --> 00:02:19.840 difference. So for the entire industry, professionals on the 00:02:19.840 --> 00:02:23.840 client side feel uncomfortable. So the intent was to gather 00:02:23.840 --> 00:02:28.680 together as a client, client based insights professionals and 00:02:28.680 --> 00:02:31.920 discuss the future of insights and data analytics industry. 00:02:31.920 --> 00:02:36.320 Why bring that to Cannes Lions? -Because I think the intent is to 00:02:36.320 --> 00:02:37.720 have the conversation 00:02:37.720 --> 00:02:41.720 Not within ourselves, but to invite for the conversation 00:02:41.720 --> 00:02:45.920 C-Suite executives. And I'm very pleased that we managed to 00:02:45.920 --> 00:02:49.880 attract a very senior and very successful people from major 00:02:49.880 --> 00:02:53.440 organisations to have a conversation and to ask their 00:02:53.440 --> 00:02:57.080 opinion about what it makes to be associated with the, 00:02:57.080 --> 00:02:59.640 with the, the engine of the growth of the company, what we 00:02:59.640 --> 00:03:03.280 have to do and obviously sharing the stories. So I think it's 00:03:03.280 --> 00:03:08.160 much more impactful if the C-Suite in Colgate Palmolive 00:03:08.160 --> 00:03:11.720 tells the story to the C-Suite in other smaller companies or 00:03:11.720 --> 00:03:15.720 not people centric companies, that is much more influential 00:03:15.720 --> 00:03:19.960 versus being on that side and trying to defend the presence of 00:03:19.960 --> 00:03:23.480 insights. So that's that's probably was the mission. 00:03:24.440 --> 00:03:27.920 What's the future of Insights looking like? Where do you see 00:03:27.920 --> 00:03:31.400 it headed? The future is not owned as well as the success is 00:03:31.400 --> 00:03:34.960 never final. I think that the future is in our hands and this 00:03:34.960 --> 00:03:38.600 is the right momentum to make a difference because most of the 00:03:38.600 --> 00:03:41.920 companies are going through crisis and crisis is the best 00:03:41.920 --> 00:03:45.120 time to make a difference because especially for gender 00:03:45.120 --> 00:03:48.680 organisations, dependency from the path is the critical thing 00:03:48.680 --> 00:03:52.200 and the most of the organisation. At the time of the 00:03:52.200 --> 00:03:54.760 crisis when people’s needs are changing by the minute, 00:03:54.920 --> 00:03:58.600 they are really open to pivot from the regular routes and to 00:03:58.600 --> 00:04:01.800 investigate new opportunities. And this is the pivotal moment 00:04:01.800 --> 00:04:05.800 for us because we are the one who can make the link between 00:04:05.800 --> 00:04:12.440 the data numbers, IT department, RGM and the business. The 00:04:12.440 --> 00:04:15.720 business managers, the C-Suite, the board executives, the 00:04:15.720 --> 00:04:18.960 only thing we need to change the way how we act. We need to use 00:04:18.960 --> 00:04:24.240 their language and we need to make sure that we kind of show 00:04:24.240 --> 00:04:25.320 the quick wins 00:04:25.320 --> 00:04:30.240 from early beginning and convey the trust that are given by 00:04:30.240 --> 00:04:33.920 projecting return on investment in a smart way and kind of 00:04:33.920 --> 00:04:37.480 elevating the movement. And of course, AI is a big thing. So 00:04:37.480 --> 00:04:41.600 the only thing returning back to your initial question, why I 00:04:41.600 --> 00:04:45.720 wanted to be in Cannes because everyone talks about AI, but 00:04:45.720 --> 00:04:49.720 nobody talks about insights. Why don't we start doing that? 00:04:51.040 --> 00:04:53.720 So much for your time. Thank you so much.