Marketing is an investment, not a cost.

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.

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 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.

I'm in a business where there's complete anarchy. You can't control it - you can only react to it. The control that people traditionally had over their message is gone. Look at Wikileaks: you have to approach everything you write on the basis it's going to be on the front page of the newspaper.

You have to see it on a broader level. But you also have to activate it properly.

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.