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The future looks a lot like 2021. We exaggerate it with this shit about personalisation and digital transformation and the impact of covid-19. Trust me, things move, things evolve, but they don't change half as quickly as most marketers would have you believe. I don't think brand purpose is as important as everybody says. I do think it's very important for the employer brand. I think customers don't give a sh*t. You need about 40% of your money on the red lines and you need about 60% on the blue lines - on the long-term brand building. None of you in this room are doing that. I know that, it's okay. You are losing a shitload of money because you are spending too much money on short-term performance marketing. Almost all of you are, everybody is, right? And the reason you're doing it is because of ROI. ROI is a stupid variable, yeah? Marketing ROI is a stupid variable. I can tell you with total certainty what the most powerful communications channel is. Okay, are you ready? It'...