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.

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

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.

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.

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

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.