[laughs]

Uh, but, uh, in a nutshell, marketing effectiveness means, for me, a, uh, a practice in which every single decision that you make from the moment you wake up and you go to work to the moment you go to sleep, is made through the lens of, uh, the business outcome that you want to achieve.

So very clearly, for me, the reason why we're here is to drive business growth, to grow our brands either through a, a long-term equity strategy or a short-term sales strategy.

But it's a business outcome that, uh, the companies that we work for, uh, are demanding from the marketing function.

And, uh, and therefore, uh, all our decisions should be guided by that business outcome.

Uh, and we should not make decisions just because we like that color orange versus we like [chuckles] that color green.

There is a lot of science behind what works.

Mm.

So tell us, how did you end up there?

First of all, thank you very much for having me.

It's a real pleasure to talk to you, Steve.

And I hope that my choice of color will bring some sun into, much needed sun into the London vibe.

I'm calling in from Brussels, Belgium, where I call home nowadays and for the last 15 years.

I am an engineer who actually became a marketer by chance, I would say.

I grew up in Romania under communist times.

So where do you see the role of AI?