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Marketing is an investment, not a cost.
Technology will have moved on to an unimaginable level in ten years.
Virtual Reality for Formula One could be fantastic - driving the car!
You have to see it on a broader level. But you also have to activate it properly.
I was carrying Jackie Stewart's bag! Formula One was pretty much the same back then.
F1 is exciting, its values are attractive and it could be an even better family sport.
It is always easy to criticize, as Bernie Ecclestone is somebody with extreme opinions.
The world is changing. And a lot of people in Formula One are starting to understand this.
Somebody who is unique - and this will get me into trouble - by definition cannot be replaced.
Formula One is not just multinationals. It's also about national players wanting to get global coverage.
Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.
Monaco was my first race of the season and I spoke with a number of people and all seemed to be very optimistic.
In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.
I believe that Virtual Reality will hit it big time. I know that some of my colleagues disagree, but I believe in it.
The technology is already incredible and will improve massively in the next few years. Think about what you could do.
It doesn't make much sense and it's nil premium. They're going to have co-CEOs...which is a very uncomfortable structure.
What still amuses me a bit is that in F1 people see the race basically on TV screens. But I am sure new tracks will be built.
The last person in the UK who described his product as being crap in public was one Gerald Ratner - and he was gone immediately.
The challenges some European economies have are such that it makes it very difficult for them. You have to go where the growth is.
The web attacks traditional ways of doing things and elites, and this is very uncomfortable for traditional businesses to deal with.
Why not look at Indonesia? It will be the third biggest country in the world in population in 25 years' time - after India and China.
Donald Trumps' senior advisor said on CNN that the US Presidential election was the ultimate reality TV show! Appeal to those you want to reach!
F1 is a fight for people's time. There are millions of options today for how to spend it. That is probably the biggest difference from 1968 to now.
We do things much the same way as we did 50, 60 or even 70 years ago. The answers may not be wrong, but we haven't experimented to see whether they are or not.
That is again a romantic notion: the hero. I think people enjoy a much more levelled playing field where you have the ability for many people to become heroes.
When I think back to 2005, the fast growth markets - what we call the fast growth markets - were probably ten percent of our business. They are now 31 percent.
In that - and that is my personal view - Singapore delivers the most value, as they think about Formula One as a complete entertainment event, on and off track.
In our business, except in media buying, there are few economies of scale. Client perception of creative agencies is that the bigger they are, the worse they are.
If you are a driver of a team and have a certain set of sponsors, who is the target market for those sponsors? But, of course, it is also a question of nationality.
Vodafone is building a digital stadium in Istanbul. It is really worth going to see that. The whole experience will change with the possibilities viewers will have.
[Formula One] is entertainment and it competes with other entertainments - and not with other racing formats. It competes with people's time on a weekend. So you have to deliver.
If you pay 50 million for something, you probably pay another 50 to 100 million to activate it. And the more you spend, the better you do. There is no point in just buying rights.
[Formula One racing looking after Jackie Stewart in 1968] was not so intense and, yes, it was much more dangerous - what was definitely different back then was the level of safety.
If you look at the sponsorship yields, Formula One - because it happens every year - generates more sponsorship money for a four-year cycle than anybody else. So it is very powerful.
One of the reasons why they are optimistic is that there is more competition. Red Bull has become more competitive, the races have become more attractive - and that is what fans want!
I remember that Jackie [Stewart] was the first driver wearing flameproof underwear! What it definitely was: it was much more flamboyant. But that doesn't really make it better in my point of view.
If you ask what keeps me up at night, it's the pressure in the system forcing us to do all sorts of things. Content, data and technology are forcing us to think about business in a very different way.
Formula One does very well. It is a very interesting asset. Could it be run in a different way? Sure it could be. Could it be improved? I'm sure it could. But all I can say is, it seems to do pretty well.
You must not only focus on the consumer, but also on what it does to you internally - getting people aligned to the strategic mission of the company - what it does to the suppliers, governments, all your stakeholders.
[Formula One racing] will be very different - as the technology will be very different and that will make fans consume it in a completely different way. I said before that I believe that Virtual Reality will hit it big time.
You could think about Vietnam and at some point in time about Nigeria. And then you head to South America: Argentina, Columbia, Peru. Probably not all of them will have an F1 race, but they are definitely considering events.
If you run a country and want to put it on the global map you don't have so many choices. You can get the Olympics, the World Cup or a Formula One race. And the first two are only every four years - and you have them only once.
What you want to see [in Formula One] is a highly competitive sport - and the more equal it is the more exciting it is... the more volatile in the sense of results. If you have just one winner continuously it dulls the enthusiasm.
In fact, if you were interested in a global platform there are only three sporting events: probably the most powerful - or equally powerful [to F1] - are the World Cup and the Olympics, and then Formula One. And there it gets interesting.
In the Ridley Scott film 'The Martian' you can do that [virtually driving car]. I have lifted off in the space craft from the surface of Mars, walked in space and looked down into deep space and got terrified, with the headphones and the goggles.
Despite streaming, despite the rise of tablets and smartphones - all the implications which in theory would make linear TV less important - live sporting events are extremely powerful. But it's not the event alone - it's also what's surrounding it.
I recently interviewed Bernie Ecclestone in London. He had a go at women, said [Vladimir] Putin should be running Europe and so on. He enjoys it - he's been doing it for such a long time. He has an entrenched position. The truth be known, he is unique, right?
If I were to be super critical, I would say Formula One is too tactical and not strategic enough. And that brings us back to the digital issue: you may have to invest in order to gain - sacrifice some short-term effects in order to make high returns in the future.
Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.
In the 19th century China dominated the manufacture of porcelain. Then European factories discovered a cheaper method of making pottery of equal quality, demolishing the Chinese industry the exact reverse of what is happening now. World economics have turned full circle.