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.

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.

I believe that Virtual Reality will hit it big time. I know that some of my colleagues disagree, but I believe in it.

In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.

In the old days, you could segment happily. You could put out one message to one segment of the audience, and one to another. That has now gone. You say something to one community and instantly, literally at a click, it's available to everybody. What it means is that if you're trying to craft a message, it's very difficult.

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.

Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.