 Hello and welcome to exchange for media with me today is Mr. Oliver Sanders global head of address ability wave maker Welcome Oliver. This is a very Different designation a very different role that I have ever heard of on on global level or in India So, you know my first question to you is if you can explain me a little bit more about, you know What it means to be global head of address ability? Well, thanks Nazia. So I suppose what it means is that it is the newest way of Sending a specific message to a specific set of audience members at a specific time on a specific device Specific channel so it's all Arranged around relevance at scale and being able to send a message Which may or may not resonate with the audiences that we are trying to target as a media agency And then asking the so what question of those Targetings did we have success? What did we learn from what we did and what will we do different next time? And it really represents the intersection of media and creative because it is showing a message Which may be informed by context or any of the other sort of variables behavioral demographic, whatever it may be Which refuses media and creative together? I know that happened 20 years ago. That's how we used to do it What's different now is that ultimately we're asking those so what questions? We're applying data science to be findings and we're extracting the truths from what we're doing So Does that mean it is time for the integration of media and creative agencies? No, I don't think so. I think there are specific I think there are specific specialisms and and core capabilities which will never live in one unified agency I think if if we tried to put an integrated agency together Then there would be other agencies springing up which try to sort of stick to their original guns It doesn't make sense to me that media can do creative and vice versa Instead we've actually designed a process which brings in our counterparts in the creative space and allows them to do what they do best Ideation be that the big idea or be that the trans creation and iteration of new variants So is this role a kind of bridge between the two Is this a bridge between the two? I think this role is a bit of a bridge And it really unlocks the right stakeholders at the right time It brings together not just media and creative but also data partners and technology partners in the antex space as well as the client So everyone needs to be brought together to do the thing. They are good at exactly the right time It's an orchestration a choreography of a dance How do you plan to bring this to India? Well, the truth is this is already in India I would say that of of wave makers community our India market is probably our most advanced ambitious and impressive of markets You guys joined the the wave maker addressable summit, which we held some three weeks ago represented by the chief digital officer in in our India office and I would say that the work that is being done specifically as it relates to model ease and and what is really core to them of address ability. They call it empathy at scale, which is the ability to Understand what it is that motivates their customers and to speak to them on that emotional level You know that is address ability and really our India office are doing that better than almost any other market in our whole portfolio But but we'll be also see a particular designation like this You know somebody being given this role in an Indian in the Indian ecosystem Possibly, I would say a wave maker the way we organize things is we have a community of addressable market Leap so the way we organize things a wave maker as we have a community of addressable practitioners some 72 people across different markets that we have and those people are Responsible are responsible for driving the business and unlocking the client opportunities With the local market knowledge that they have that's one of the strengths of wave maker We're very much a local organization that is organized globally So we've designed a really strong global proposition to be able to speak to audiences with specific messages And then ask the so what questions and we distribute that through our local market leads So I would expect something like that So we all have come to kinds after a gap of three years So just tell us, you know what it what it means to you to be back here It's a good question. I feel it is a Signpost for the industry that the traditional institutions that anchored You know the the anchored the pace of creative and media life They're still there and whilst the world has changed and the way we operate within the world has changed The guiding anchoring principles are still here. We still judge work by the same Standards that we always did we still assemble as a community, you know, and we still go through the sort of Imaginations of being a creative industry as we always did so for me It's a reminder that we're still here and things may have changed that the traditions live on I Think your category ad has been Is one of the entries here at Cannes this year So I wish you all the best and I hope well, you know It's been a lot of metals for India and make us proud. Absolutely make us the world's most wanted agency And also, I mean, I am looking at it more from India perspective. Thank you. Thank you. Thank you very much