 We have with us Malcolm Poynton, the global CCO of Chail, you know, they've done most of Samson's award-winning work and yet they're not an in-house agency. Hi, thank you so much for joining us. Anita, great to be here with you today. You know, we've noticed over the years, Samson's, a lot of Samson's work has been focused on improving the lives of people with developmental disabilities, differently abled people. Was that a very strategic plan or it just happened to fall in place over the years? Did you really want to go in that direction always? I think it comes from perhaps a couple of factors. One is that Galaxy, part of Samsung, which is the mobile brand that most people will know, really centers itself around openness. And of course, openness brings with it a fantastic opportunity to really open opportunities to all people in the world. And, you know, there's dimensions of it that are to do with the product, in terms of an open ecosystem, but there are other parts that are to do with making opportunities for people through what the technology can enable. And so I think that, you know, openness comes to life in many, many ways. One of the most powerful ways that I think we all recognize is, you know, technology with purpose can make a big difference in this world. And it's something that really separates Galaxy and Samsung from its competitors, is this commitment, which has been ongoing for more than 10 years, to really enable people in the world through technology. So use technology with purpose behind it to create a more open world. And the best part about Samsung and the work that it does with this line is purpose connects with the brand very, very well. I'm like a lot of other brands which just do it maybe for the sake of doing, and without any brand, real brand connect. So that's one thing, which is fantastic. Another thing is you're a fantastic example of agency, an in-house agency, which came out of the shadow of the mother brand, and are working with so many more non-competing brands. Tell me at this point, what is the breakup of business between Samsung and, you know, the business that comes from outside of Samsung? Yeah, look, I think we have an incredibly healthy balance of business. Globally, for sure, I would recognize that that balance is different in different countries, depending on our relationships in those markets. But definitely the global balance is very healthy. And I think like any strong agency, we do still have a lot of pride and a lot of attention around our foundation client. And that's a very appropriate thing. I mean, at the end of the day, we are very blessed to be on a journey with one of the world's biggest brands, probably, I would say, contributing the most of any of the big brands to our global society. So that is always going to be very important to us. And with having said that, please, which are the other global brands that you're working with? So we work with Adidas Globally, which is, you know, a very big piece of business for us and an exciting piece of business across many different aspects of that brand. And we also work with brands such as Little Caesars, who are growing and spreading across markets. And that keeps us really busy at the same time. More locally, perhaps, within India, you know, we also work with Asics. We work with JK Tires and, of course, these Complement, Samsung. And there are many other brands such as MG Garages that we work with as well. I was going through this article by an international publication where you had shared the 10 best global campaigns that you are putting for that can. And five of them were from Samsung. So would you really say that, you know, Samsung gets the best out of Chail still? Absolutely. And I would say that for me personally, this really matters, right? I think, you know, we do our best work on our biggest client, is what I encourage of all of our teams. And I think that's a responsibility we have to this fantastic brand that we are a partner with Samsung. And I think, you know, for me personally, if I go back in time, it's what I've always encouraged at M&C Saatchi, our best work came on British Airways. Saatchi and Saatchi in Australia, our best work came on Toyota, our biggest client. You know, Ogilvy, when I led in the UK, our best work came on our biggest clients, which were Unilever with Dove or with Hellman's. And our second biggest client was just Cancer Research UK. And this is true of the journey we've been on with Samsung, is that, you know, we put more work into the world for Samsung that gets more recognised than any other agency, because we really believe in the brand and we partner with the brand so closely that we're able to ensure that we do our best work on our biggest brand. At the end of the day, I think that's the best for business. And you know, you have a proven track record, I think, at Ogilvy or Saatchi and Saatchi. You really won lots of awards there. But I really want to understand from you, how would you differentiate Chail from the other big agencies that are competing at Cannes? What is that USP really? Yeah, I love that question for a couple of reasons. A few reasons actually. I think, first of all, of all the global networks, we're the only global network that's born the century. We don't have the legacy behaviours of traditional agencies entwined in media buying operations and dependent on that. So we are incredibly agile and we can shape shift around whatever is changing in the market. So that's one aspect that differentiates us. The second that I think is really exciting for us is we're a network from the east, not from the west. And I think that our attitude and our thinking is very different because of that. And I think we're more open to what the industry would call different kinds of approaches in thinking. And again, just a couple perhaps from traditional media, we will think in any space or direction that's going to connect a brand better with the consumer. And I think the third thing is the way that we've grown up with our foundation client, Samsung, it means that across the network, mobile and innovation and connecting brands with Gen Z is in our DNA. We're not trying to find out how to do it, it's what we do. And I think that's a really unfair advantage in many cases because it's just naturally running through who we are. In fact, I was going to just ask you that, unlike the other network agencies which are headquartered in London, Paris, the west basically. And you are the only one, I think one of the rare agencies which is actually headquartered in Asia. So does that really give you a competitive advantage with regard to as far as tapping this booming Asian market is concerned? Yeah, I think yes it does. I think it also brings with it something that I would say is incredibly important and that is a level of energy and excitement around opportunities that is different than how people are when they come through the training that they do in our industry in the west. And I think it's actually quite fundamentally different how our teams approach things with our offices in China, India or Seoul, especially our three big offices who produce a lot of our fantastic work in the world. We think of how we solve the problems just very differently. And I think because of the things I said previously, we're unencumbered by this traditional give me 30 seconds of film, give me an outer home poster. And we're very much in touch with what is reaching and connecting with this generation that are so important to us today. And let's hear a little bit about the Indian market and what it means to you. Well the India market is really important to us because as I say our three biggest markets are India, South Korea and China. But I think there is something also really important to us around India and it goes far beyond the conversation that most people have around Samsung which is mobile. It goes to all things that Samsung contribute. And when I look back at the contribution of the brand in India and the commitment to India and I think of the amazing things that we've done from tech school for girls, from servicing the rural part of India to things like Good Vibes with the world's first interfaceless app for deaf-blind people, these things could only be in India. And I think things like building those service fans to service the rural community, it's in step with the government's objectives to support those people. When I think of tech school and the fantastic work we've done that's around educating the women in India in technology which again is another government focus. So I think what is special in that sense is that while we strive everywhere in the world to make sure all of our work and particularly Samsung's work contributes to society in India it manifests in a very special way. But we don't really have any entry from India this year, I can. Is there a specific reason why? So I think things changed in the last short term cycle for us and I'm really, really excited by the program that we have Solved for Tomorrow in India which really is a reality show that's happening today to solve the things for tomorrow and it just so happens that that hasn't been wrapped up and framed in a way that would come to can but I think the contribution to society in India is significant. And so this show, reality show, Solved for Tomorrow brings in young contenders to pitch innovation ideas in a way that's kind of a mashup between Shark Tank and perhaps also an internship in a big organization like Samsung to then invest in those winning ideas that will help solve for tomorrow in India. And so for us this has been a huge program and it's hugely important. Of course these things take a while to put together and configure in a way afterwards which you would then take to a show like PAM but it's been a really exciting project and I think it shows a consistent commitment in what we're doing in India. And you have a new CCO in India because I think we're really looking forward to what he does next year. Yes, exactly. And just one last question. In the first global network CCO of Chail tell me that was in 2015 if I'm correct. In the past many years how have you seen Chail evolve? Yeah well we've evolved in really interesting ways because I think again unlike other networks there are certain parts to how we evolve that are different. So I think we've evolved at the speed of mobile innovation at the speed of GenZ culture and I think that's a very different thing to others in the industry but what that's brought with it is that we've evolved our creative product and we've really evolved from kind of like having a mighty strength in the soul that we do with creativity to then seeing that journey spread and we've elevated and managed to achieve the same things with India, with China, with Brazil with the Netherlands, with Spain, with BNB with McKinney in the US and so really we've brought a lot of our offices offerings up to this level which has had a significant impact on inspiring back the next office and the next office. So I think that evolution is continuing but it's happened actually incredibly quickly compared to our competitors in the industry so I think that's the main evolution that we see is that our creative continues to evolve and our capabilities continue to evolve so we continue to do firsts in so many areas like something we mentioned earlier this advanced AI with then galaxy products to suppress sounds for people with ASD or things as sophisticated as what we've done with the NKPA in Korea for knock-knock where we're enabling emergency calls. Big favourite here today. Thank you, yes. So I think these are demonstrations and we look at fast frame in the Netherlands which help their Olympic athletes achieve gold using Samsung technology. So I think these things are showing our constant evolution at the cutting edge. We're not talking about AI, we're implementing AI. We're not talking about mobile innovation, we're creating mobile innovation and I think that's typical of how I see our continued evolution but important with that is that it's in deep collaboration with clients and we talk about something called Connect Plus which actually brings different disciplines together to do that and again that's another aspect of how we are different we have specialisms in different parts of the world and we collaborate so seamlessly across those to enable great things to happen. Looking forward to such great work and hoping that you continue to improve lives of people all around. Thank you so much. Thank you, it's my pleasure and here's to all the things that we can contribute in the future.