00:00So my advice for anyone that is working in this industry is similar to the advice I give to the
00:06brands. I think brands need to know who they are. I think people need to know who they are too.
00:13Whether you are finding a job or whether you are building a brand, in a world that is changing so
00:19fast, you need to know who you are, you need to stand for it, and you need to show up
00:25integral.
00:26And that's the difference you can make. Be yourself and do you.
00:37As a new CMO for the enterprise, I think I'm bringing with me all the lessons from how we create
00:44brands.
00:45This doesn't change. What changes the scale in which we need to build this? I see my role as really
00:52the
00:53architect of growth. We have been building desire with each one of our brands, but building desire
01:00at scale. Make it happen in 190 countries, in many brands. It requires a different approach.
01:07It's an approach that you almost need to be a bilingual CMO. I say you need poetry and plumbing.
01:15You need to create poetry and poetry's cultural relevance, consumer intimacy is really go deep
01:23into the understanding of creativity. But then you need the plumbing and the plumbing are the tools,
01:30the systems, the technology that allows that desire, that poetry to scale. If you only have poetry,
01:38then you are not going to be able to spread and to drive scale. But if you only have plumbing,
01:45you're
01:45not going to have meaning, you're not going to have relevance. So my job is to bring both together,
01:51poetry and plumbing. So the way we keep our edges really focus on who we are, right? What are our
01:59superpowers? Our superpowers are our brands. Our brands, they have been around for hundreds of years,
02:07and we need to know exactly what we stand for. For each one of our brands, we're focused on what
02:14do
02:14they mean? Who do they serve? And we keep consistency of that meaning, but then we flex the way we
02:21show up
02:22in culture so we can continue being relevant. So if you take an example of Dove, I have been working
02:30on
02:30that for 16 years. Since we launched the campaign for Real Beauty in 2004, we define the meaning of Real
02:38Beauty and we keep focus on this. But we flex how we show up in culture so we continue relevant
02:46to people
02:47year after year. And this is valid for all the brands. If you think about Vaseline, another 155 years old
02:56brand. So Vaseline, again, know what it stands for, but has been reinvented through the hands of creators
03:05for years. We always thought that Vaseline was a skincare brand, simple, reliable, functional. But
03:14when we started listening to the communities and we saw Vaseline being used in dogs' noses, in people's
03:22shoes, we started understanding that we should give the brand back to the communities and let the
03:29communities do with the brand what is more relevant for them. And this unlocked significant growth.
03:35Vaseline has been one of the fastest growing brands for us and being really reinvented through the
03:41hands of the new generation. So it's a proof for us that the consistency of meaning, flexibility of the
03:49execution in culture.
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