How Video Can Humanize your Digital Transformation

Editing stallion Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Hello. My name is George Jom climbers I am the site and working together. The dream and the hope is that we'll be a little bit wiser than we were when we begin. But first, I wanted to give just quickly the opportunity to Christian Croxton to introduce a little bit of DSV, because I think it's one of those companies that you might have seen a truck run by. I actually saw one this morning when I was out for a walk. Or you might have seen their containers in videos from shipping terminals, etc. But it's one of these sort of secret companies that you mainly see there that actually are making the sort of global economy run around. So Christian, can you introduce a little? We got a few slides and a little video for you, I think. Okay, thank you very much, Thomas. But yes, we're probably one of the best kept secrets in Danish business, although we are one of the largest companies in Denmark and in our category, also one of the largest in the world. So we work across more than 80 markets, on the globe, of course, connecting markets, consumers and businesses across and also across a lot of different verticals, healthcare, automotive and so forth. So products or services that you would see in your every day, but you don't necessarily link that to our services, which of course are primarily B2B. So we are an organization in more or less constant change. We are really made up of mergers and acquisitions. And also, we have a lot of digital technology, which is a part that I will try to touch upon in terms of sort of transformation, of course, in the digital realm, but also just transforming organization and how video can support that journey in sort of binding new organizations closer together. So but thank you very much for having me on board today, Thomas. I really look forward to it. Thank you, Christian. And we also have Stefan with us, who's a digital pioneer and the head of AKQA, one of the large as digital agencies in the Miele set. Stefan, do you want to just give us a little bit background on your perspective and where AKQA is coming from? Yeah, we were founded in 95. And as you know, that's very early days of the internet. Our name, we always claim stands for all known questions answered. It really doesn't. But let's just stick with that claim. We have ever since we came about, we've been helping some of the most ambitious companies in the world, making their digital transformation, a reality you can see some of them there, but it's it's it's, you, our biggest claim to fame globally is perhaps held being Nike for the past 25 years and making one of the most acclaimed digital ecosystems ever, you know, from from the Nike.com to the Nike Training Club and Nike Football Labs and all of that, that actually helped Nike go from being an apparels company that was constantly trying to make a better shoe into a company that was constantly trying to make a better you, living up to the credo that we are all athletes at the end of the day. So that's AKQA in short. But yeah, we're trying to build the future. That's it. Great. Thank you. So as you hear, we have a lot of digital experience in the room here. I think Emilio said 70 years combined. That's probably somewhat correct. So we're going to try to bring that into the perspectives here. First, we wanted to cover a little bit on video as a paradigm shift. And I think it's something that has been sort of a pretty interesting recently also for us at 23 to discover this idea that sort of the paradox of video is that it's always been there. It's always essential. But it hasn't really been put into the context of how important it is to get the sort of human side in the digital transformation right. We are very focused on the big systems, the core systems that you use in your interaction with your market, with your customers, with your stakeholders. But all the one-to-one. All the more channel-based, all the more sort of human side of digital we haven't really been that focused on. So I think first we wanted to kick off just a little bit sort of where are you guys seeing sort of video currently in the digital transformation? And why is it perhaps that it's always been a little bit kind of a trend here and there, but not really. I mean, video is never the hottest trend. It's not AI or whatever for a year or two. It's just been there for 25 odd years. It's already. So I don't know. Christian, do you want to start just a little bit with your perspective? Yes, I'll try at least. And a disclaimer up front, you know, I think we fall in the practitioner category. And I don't think by any standard that we have sort of found all the golden eggs. But at least from our perspective, trying to do this in a multinational organization, I think one of the reasons why it's probably sort of haven't been sort of put on a pedestal as the solution. It can be at least cumbersome and time-consuming. And difficult to get your head around when you want to start using more video in your communication, both externally and internally. So how do you get started? There might be a lot of sort of pitfalls you need to steer clear of. Do you have the right stakeholders to engage? I think that's probably also come back to that. There's a major part of this. You know, once you put, you probably move some of your communication from writing and that can be done quite, you know, to a perfect degree by skilled communication. Professionals, when you move that in and we have to have a person, you know, sitting with face and tonality and sort of delivering that message, it actually requires training and at least sort of that you feel comfortable in that setting. So there are so many obstacles at least to begin with, although it has been sort of democratized in terms of that. We can all, we can all do our own videos, you know, on the go and have that across different channels. You know, it actually does require preparation, thought and direction, before you get started. I think that's at least sort of my initial comment. Yeah. Yeah. And Stephen, where are you on? I mean, video strategies, you know, you draw up the map of the essentials of digital transformation. Where's video in that map or where are we on the maturity of sort of seeing video in as part of your digital transformation? I think that's a good question, honestly. And I have to say that, um, it's, it's not omnipresent. It's, uh, it's actually usually an afterthought, to be honest. That's, uh, that's perhaps something worth, you know, discussing to some extent. I do. I do want to say, though, that I, I, I did find video to have its heyday global heyday when YouTube arrived and it just literally we found out that we could stream stuff. It wasn't asynchronous. So having been there through that whole journey and transition, that was the chat GPT moment of video, I think. But what is fun is how quickly we, we already now see chat GPT enter the workspace becoming something where people are writing, um, search engine optimized, say, optimized text and so on and so forth. We are building a ton of solutions right now with that. Then it kind of seemed as videos, uh, on the back of the YouTube thing. It took quite a while for companies to actually onboard this. And I think there's a basic, um, need for control within companies that that video was actually that has a certain friction with video. Because if I'm loud, you know, live right now speaking with you, I will do mumbles. I will make speaking errors and so on and so forth. And if you allowed me to write my response, I would make, I would make damn sure that everything was perfect. So video is also breaking down barriers. That's Christian's point. And I, I think we all love that. That's, that's why we're here. But it is, um, as a communicator, you're left way more naked actually, uh, with the error of failing. And, um, so I understand why companies such as mine, um, are not pushing too hard for big corporation. That's our, our clients to actually head dive into this field because there's much to win, but also at least, um, that's the experience from any companies much to lose going into this field. Yeah. Maybe can I just add one thing, Thomas? I, because I, I agree with Stephen, but I think it's also due to the fact that with chat dbt, for instance, you have an instant reward. Yeah. You know, you're, you're easing your own workload. You're getting the support from the, from, from the machine and, and, and you're, you're better off than when you start, then you were looking into tons of maybe manual manual labor with video. It's actually the other way around because there's actually a mountain to climb before you get started. You know, at least when you look at it, it can seem like you need to get the right thing technology in place. Do you even know how to record it? You know how to do the post production and, and, and all these different obstacles. So you don't see that immediate reward is actually, it seems like you're, you're asking for a bit more work compared to maybe something that you would be doing in writing. So I think that's at least one, one difference compared to other technologies, such as, such as chat TV, see it is from my side. I think, I think that's a great point, Christian, this, this idea of, of how much video actually takes to get going, but obviously also why webinars like, like this one is, is a big part of just getting going, right? Because now we are recording video here and we're doing it live. So it is going to be what it's going to be, right? It's scripted a little bit, but it's also authentic enough. Right. And I think that's definitely is interesting. This idea that, that also perhaps as a sort of digital agencies, I mean, you're used to controlling things, right? And, and building things that have been fully designed, but, but here we, it's more about creating sort of foundations and systems for, for people to act and create in, in doing video webinars, personal video and everything else. I was wondering a little bit on, I mean, with COVID, we obviously saw this sort of massive sort of maturity in, in video. I think one of our big global customers shifted 30 million Euro in event marketing at fairs, exhibitions, and, and so just doing webinars, right? And, and obviously the, the, the webinar change makers are currently now fighting to just get 10% of that, or keep, keep onto 10% of that, right? When, when people want to do the big fair in, in, in Germany, the annual big fair for, where you rent 800 square meters or whatever it might be, right? But what, what's your experience been Christian on, on, on what COVID did here? Because obviously it moved a lot on video where we, everyone was scratching to sort of catch up on, on maturing because it just, the reality changed from one day to another. Yeah, exactly. I think sort of two different approaches in this or, or perspective from my side, I think is one on the internal communication on the other one on the external. I think on the external, you know, we had a lot of salespeople suddenly, you know, they couldn't go out and meet, meet customers. They couldn't have that personal interaction. And suddenly they sort of had to prepare long sales meetings where it would just be them presenting, you know, slide where, or, or just speaking. And, you know, in order for that to sort of become a more comfortable setting or, or keep it just sort of interesting for, for the participants on the other side, you know, that we saw a sharp increase in, in asks for different video snippets that could be used to explain different parts of our processes or the organization in general. So that was, that was, we had a large increase in that on the external side of these for the sales process. And then on, on the internal side, it just to, just to make sure that we still had, sort of a coherent and well functioning organization, you know, that we were still able to put senior management out there to, to meet colleagues around the world. We had to sort of invent new formats for that. We actually, we're a bit on, you know, not that careful. We bought a large organization in, in the Middle East during COVID and we actually never met the management before we bought it. So we, we more or less purchased one of our competitors through video calls. And just to make sure that we had that sort of during the, the transformation and integration of that company, that we had senior management present in the Middle East without being able to travel to the Middle East and also making sure that, you know, our values and the way that we conduct ourselves, our, our, you know, processes that they were communicated and facilitated somehow from senior management. So we both had the internal efforts and the external efforts, which required a lot of, sort of change management also in, in, in our team to support that, of course. Great. What about you, Stefan? And, and maturing, Well, first of all, I think, speaking on behalf as EKQA, as just a company that we need to do business like everybody else, we, we matured at tremendous speed. We are fortunate in the sense that everybody working for us are very well tech savvy. I hate that word, but we are. So that was, I, I know from quite a few years, quite a few organizations that that wasn't the case. Got just getting people set up was, was, was a huge ordeal that, that took six months and actually led quite a few companies in, in, in a bad situation financially. But, but recouping from that, as we all know, went actually rather well globally. I have to say that we, we ourselves didn't turn to, turn too much to seminars, which is funny because we've actually always done quite a bit of the physical seminars. And when COVID happened as part of our own sales process, we didn't do that. We spent way more time helping clients do that than, than, than ourselves, which is, which is kind of a weird construct and come to think of it, a huge mistake I could have done even better, I reckon at this point in time. So yeah. Yeah. That's a good realization. Well, to sort of sum up this one, I mean, what, what can we do to mature the perspective on sort of video, video and digital transformation? I love your perspective, Christian, and also this idea of doing more sort of snippets and, and building blocks for people to do their own video, right? And I'll put it into how they present or how they do webinars. That is not only about doing one big final video that, that has only one narrative or one sort of structure, but, but about building a lot of small components of innate, you know, enabling your team. But, but I mean, how do, how do we get this one right? Because it seems like there's a massive strategic potential to really sort of get it in there. And a lot to benefit from the companies that are going to get, get these things right. But, but I don't know, for some reason with video is this kind of huge thing that's still on, on strategic level feel, it feels a little bit kind of, kind of ad hoc in, in many organizations still, to be frank. At least, I think at least on our side, it has been, you know, always linked to some sort of campaign activity. So, you know, it was very much video for sort of a specific campaign, a specific service. So what we're trying to get is at least some, some elbow, elbow room to, to sort of maneuver and actually do a lot of content and sort of load that into the different applications that we have, that we use to work with our, we have approximately 250 local marketeers in our network. So they have the assets at hand when they are asked by local, local sales to support on, on, you know, webinars, or other events. So they have something ready. We had a large production last year, actually, where we tried to sort of make use of, I believe it was 26 recording days across four continents. And, and then we actually had a set up traveling with us on the production for campaign, but then we sort of tried to get as much B roll as we could. And we have used that in different settings throughout the 23 actually. So doing something similar going forward, but it is a, it is a balancing act because what I, you know, it is, at least from our side, explaining to management, what are we going to do with all those, all that reach median and will we utilize it and taking that cost up front? But at least we have to be sort of wise about it and trying to get this maneuver room when we can. Yeah, I allow me to elaborate a bit Christian, because I actually do think that we did simultaneously while shooting and providing the assets that you need to create vibrant video webinars. Whatever. us, whatever. We also did a complete design system together. And actually, as part of that, it sounds perhaps a bit boring, but doing a complete design system, meaning not just the website or, or, or the PowerPoints of the company and whatever, but actually also providing video assets, that's part of the design system we have, we created transitions. So your video editors can choose between, I think, 10 to 20 different animation styles to put in text and to do easings and motion graphics to lay on top if they're a bit sophisticated. So we provided quite a big piece of, of, of design system work to allow the organization to grow into this area and come across as a bit more cool than they perhaps would, hadn't we not done that, right? So that's actually also a part of this. Great, but that's, yeah, that's clear kind of enablement. But I think we were almost already kind of bridging into this kind of idea of the touchpoint, right from from sort of the website as sort of the front face of the company, the open platform anyone can access to, to I think, already, Christian, shared a lot about how you work kind of very account based. So it's a lot about what your people that are consulting and creating solutions for customers can can use in the meetings, webinars, slides, etc. And I think definitely, I mean, sort of this whole kind of perspective on broadening the, the sort of customer journey focus of video is a big theme nowadays that we see a lot of our customers working very hard on, right? Also, because I mean, you could say sort of social video has been so strong, right? I mean, video is 80% of social and that's obviously normally very kind of top funnel attention paid, mainly also paid advertising, right? But but there's so much more to video in terms of channel webinars. We've recently seen a lot of financial customers starting to do webinars to, you know, pension funds, doing webinars to specific companies, with 1000s of employees, right, that are specifically for them, etc. So really sort of going deep and everywhere in the in the sort of touch points. Where do you see your maturity and and, and where you are heading on sort of broadening the focus on the whole customer journey of doing video? I think also, I mean, obviously, classic example, I think you guys already from DSV pretty advanced, but I mean, this, I mean, normally, you would, you wouldn't really record you know, the geeky 45 minute video on on something that only very few people should see, right? But you're only doing kind of the advertising that that sort of the broadcast perspective where video is still somewhat stuck, right? The idea that perhaps it's worth really doing, you know, VIP webinars, we're seeing, you know, private dinner webinars during COVID, where people were inviting 10 people for a very special webinar, right, kind of and using a lot of resources on that like you would do with a private dinner or whatever special event you were doing. Question, where are you in this kind of journey to use video sort of throughout the customer journey? It's a good question, Thomas, I, we are definitely maturing. So a lot has changed since, you know, early days of COVID. And probably we just had to sort of adapt quite quickly. You know, with these early days, but I think right now, we're seeing more or less all of our markets are, for instance, supporting not maybe not the top funnel activities and the paid, but at least on the custom webinars, you know, delivering insights to contacts and prospective clients. I think that has been a major win for us, especially, probably also on the back of the all the the difficulties for global supply chains throughout the past two years that I've think you'd know one on the call would, doubt that it's been difficult to get goods from A to Z. So shippers have been interesting in sort of getting insights and learnings on how are the what's the status of global supply chains? Where do we see the bottlenecks? What are the perspectives in terms of, of getting to a better place and stuff like that. So actually being able to deliver insights, valuable insights has been a main driver. So and the video format there has been has been a strong lever to sort of get that across and maintain and build the customer relationship also in a digital setting. So that's been that's been great to see. And as I said, you know, most of our larger markets, at least they are, they are involved in that I hoped that I will be able to do this call today actually from our newly built video facilities in our headquarters. That was I was actually booked for a customer event. So that's probably just as good. But it's just to say that's also a major investment from from the Danish organization to have, you know, state of the art production facilities in house for in order for us to be able to do that. And we have that in a few places around the world, not in all sites, but a few places at least where we see a large focus on this. So we're maturing, I'm not saying that we are state of the art, but at least we're moving in the right direction, at least. But but Christian, could we almost say that you guys almost coming from sort of a focus on existing customers to begin with, and then almost sort of going up, up funnel over terminology you want to use kind of almost, you know, broadening? Are you winning new customers with video? Or is it more currently more about retaining and consulting and marketing? Yeah, that's a good, that's a good question. I think it's actually both our historical focus has been on sort of on retaining existing business. But and that's also because we've been focusing very much on the merchant acquisition part. So the non organic growth has sort of grown our top level top line, sorry, and the customer wins. Now we can see we've been as only a year since we completed our last integration, but still, know, we get hungry for growth quite easily out here in the outskirts of Copenhagen. So going all in on the organic growth part. So it's actually being used for both, both aspects today, but it was previously more on the on the retention part. Yeah. Where are you, Stefan? Obviously, I mean, history is building sort of digital platforms, websites originally, that's kind of the heritage of the digital agency originally, obviously, now is much more broadened in terms of strategic focus and products and digital platforms and touch points. What are you seeing? What are you seeing from your customers on, on where they are on on using video throughout the customer journey? Well, there's a great difference between the B2B companies and the direct to consumer entities. Quite a few of the B2B companies throughout COVID, that are running account based marketing programs at this point in time, have developed tremendously. You mentioned the B2B � Social Data Center. global clients. So it's quite limited, you know, the amount of pre-recorded videos that they can do. But I have to give them kudos for doing this end to end. That's very cool. That's actually one of the things I hope me and Christian will align on doing something the second half this year, getting video as part of the marketing automation setup. So we have something that we can trigger automatically. That would be quite nice also as part of the customer service thing, but also further up the funnel. So that's one thing for sure. Going direct to consumer, it's been massively different. The smaller the companies, the more likely they are to engage in video. The bigger the corporations, the Carlsbergs of this world are not keen on going down this route at all. They want to control comms. They want to control quality. In their product, in their comms, everywhere. So that's a more difficult bit altogether. But you see the classical commerce driven business direct to consumer doing quite a bit of this. And I don't see that changing. What video has proved very valuable in doing is actually giving the audience a face that's more real than the ad is. And for the companies in D2C, especially that's leveraged that, that has been a good sales driver for sure. That's so interesting, Stefan, I think, but also back to even to our theme of the human side, right? That there is perhaps a universal theme here that the more the human based the business is, where humans are the contact point, right? Smaller companies, as you say, in D2C, where the brand is the person that has... the company so then then it's very easy to shift the video be on camera tell a story and and and as dsv the same that you you are a lot about relationships and and and delivering solutions right but but the bigger sort of the more inhumane the brain that is just a brain and not not really about the human beings then then it becomes more difficult to do because it doesn't fit into to the old models of working i think that's a very interesting sort of perspective you're sharing there stephanie on that one yeah and and if i can just follow up on that you said the word inhumane and i that's that's it sounds a bit harsh uh uh but i totally get where you're coming from i want to say you know gary d is the hero of video and uh you know starting to sell wine you know by using himself and he's now this has been for many years this global phenomenon that's that's he's he's the he's the video guy but it's but not having had a face on a brand is is is it's difficult not just for control but because also if you're a love brand and you begin putting a real face behind your brand the imagination of your buying audience is then challenged by someone that that wasn't there before so so so and you can call that inhumane or whatever but but there is that challenge is real that's a real comms challenge providing a face because you stand the risk of people going i always imagine those guys to be way more cool calm and collected or way more open or whatever so taking it's actually also reducing imagination that's what the video transparency does yeah so so yeah you're i'm with you on the sort of humanizing business uh uh as as being a challenge there in in terms of spokes people and spokespersons for a brain right yeah how do you how do you do that yeah great okay but yeah and i mean i think it's so exciting with all the the customer journey i think i mean even obviously a lot of the stuff we are working on in terms of providing the tools for it is is even being able to do you know one-to-one video if something escalates or something is triggered in the marketing automation then you record a one-to-one video or a reminder to attend a meeting tomorrow to get a higher show up rate or you can escalate it up the ladder and and get a very senior person to to communicate to a customer this is the severity and etc right so there's a lot of these sort of uh sort of um stage gaps or of of of of getting the the people on the camera we're already getting a little bit into sort of video enabling your organization and and i think christian you started talking about video producers and and video studios etc um so so in terms of talking a little bit about the sort of organizational side of video working with agencies for for creative concepts and and and platforms and systems which i think the two of you already highlighted um christian where are you nowadays in in terms of how many video people you have in studios and and what what's the sort of organizational setup to to to enable video in your in your organization yeah that's a good question actually we we we don't sort of have as uh sort of uh selected or designated video responsible i think that would fall on myself at least from a corporate perspective but what we have done is we have trained our our communication consultants in in our corporate communications team so they they are all aware of um different tools that we have and how to to assist on the productions then we normally use um production partners externally depending on uh what we're producing uh for instance our a lot of our internal communications our ceo block uh several times a year that is that is aired as a video message either from the enterprise or with the takeover from others from the executive board um and then we just have we've created a concept for that so we can actually record it on a thursday morning and then we can air it globally on a monday morning at the at six o'clock uh danish time so having you know we've been spending a lot of time on on sort of uh fine-tuning the concepts together with external partners in order for us to be quick in the in the turnaround um so we've been doing a lot of work on also come to the realization that for instance our full-scale production setup in hill who's is actually i mean high tech to a degree where we need to have skilled or trained production people on site when we do recordings because i think it would be a fool's ask from my side if i ask one of my comms people to be trained and then do this sort of you know 10 or 12 times a year to support the business with that you need to have that under your fingertips and really know how better to integrate those things into your process so we run a couple of crisis and then andFT wäre there to create more information about podemos in terms of reason Яuman producers throughout the world or or you're mainly using video agencies to to support you or no we i think that's also one of the at least from a governor's perspective that's i mean i'm i'm also responsible for the for the global brand and and you know suddenly with everybody being able to do internal films or just maybe small snippets also for sales presentations and suddenly you start to lose some of the control that steven was also commenting on before uh so basically that is an internal job it would be something that our 250 local colleagues are responsible for predominantly but they also have smaller agencies to support locally but it's primarily an internal effort and it's primarily on technology that you would have at hand in terms of iphones and maybe a bit better in terms of the um the microphones and stuff like that yeah yeah interesting yeah and and stefan uh where are you on uh on advising your your colleagues customers on on sort of organizational uh getting the video organization sort of right and how to train existing team members how to utilize uh external resources internal resources for for that kind of everyday workflow that christian is talking about that you want the professional side of it but you also want the the the sort of integral knowledge of the company and and making it an everyday thing for some things and for other things it's it's big sort of extraordinary events we are there uh we give strategic guidance only and then we facilitate phone numbers to people that actually know how to to to operate a video camera and the editing suite so that's that's uh that's the honest answer to that yeah and are you looking to expand or put more people on video or what what's your strategic thinking as an agency on on how to support a company like dsv for example well i think for us we would we would definitely partner up there that's that's that's the honest truth uh we consider ourselves knowledgeable about what what what great video looks like how we can use it all over the funnel uh from the biggest moments most controlled biggest productions to the everyday interactions to the automated triggered responses we get that we so We'll continue to actually, more than anything, improve our ability to advise, but we call out to guys such as yourself and other people to actually make it happen within the organizations. I mean, it's real hardware, Thomas. We can't do that. It's real hardware, yeah. Speaking of tools, and obviously I think tools are very important here, also agencies as tools, right? Tomorrow we're going to have a session on the emergence, what we call the video agency. So we're doing a lot of work with video production agencies that are trying to become more strategic to actually be able to support this change in terms of being strategic providers, and not only hands and cameras, but really being able to strategize and do this organizational enablement. So definitely check that session out tomorrow where we're working with some of the leading video agencies around digital. to sort of try to drive that, even just agreeing on what to call these agencies, because there's a lot of discussions about what these agencies are called, even though there are 10, 20,000 of them in Europe, we're counting. So there's a lot of them. But just speaking of this sort of video organization and the enablement and the tools, what's your dream for how you can sort of enable your team to do more video? Because that's for us definitely something we, are launching tomorrow, a massive effort we've been working on for years to really just make sure, you know, sort of that the whole team has access to all your videos and that they also are able to record a video and mix with the existing content and their own recordings, et cetera. But how do you enable, because it seems like video has also been one of these things that even though we have a phone in our pockets that can do 6K video and tremendous amount of things, most people we talk to don't really use much the sort of the everyday recording or those potentials. We're a lot into video meetings nowadays. We're used to seeing our faces on camera like here, but the sort of core enablement, Christian, where are you on sort of enabling? I mean, you have an intranet probably, you have some videos you distribute around digital asset management system, perhaps. I mean, where are you on sort of giving these sort of basic tooling for people? They can run their own webinars throughout the world, I guess. Where are you on sort of providing the tools to the people or the customers? What are the concepts or the training for them to act themselves locally? Yeah, I think depending on sort of webinars or video productions, we're probably at different maturity stages, but at least sort of where we would love to go is that we would love to go a place where it's easily scalable. That's sort of the core of idea of our business. We are low margin. And as I said, we really love the mergers and acquisitions. We love to have an organization that we can easily, easily scale. And we have tried to apply the same principles to our marketing and communication efforts. So having something just like Stefan mentioned in terms of the production that we did last year, where we actually then afterwards build a lot of standard elements that can be added to production. So you can easily mix and match local content being produced on a phone or whatever device you're using for that. And then add it with sort of standard elements. So we make sure that the productions are at least more or less, to be fair, on brand. And when it's delivered to the end audience. So at least building that platform, building those sort of libraries of assets in our digital asset management system, that is what we are sort of focusing on. In terms of the webinars, it's very much sort of Microsoft 365 out of the box, live events and teams meetings that are used for that across the organization. I think it has the clear advantage that, you know, everybody can plug into that. Everybody can get going. Everybody can get going quite easily. So we don't have to have an organization who needs to be trained or supported. On the internal side of how you run all the internal comps. Yeah. Yeah. Yeah. So, but I think the scalability part, as I mentioned in the beginning, at least sitting from a sort of big corporate position, you know, it's the hurdle of getting started because you can see all the elements that you need to take off in order for you to have a final production. If we can ease some of that for the local marketeers, so they can support at a faster pace, the local sales effort, I think that's then we have succeeded at least in our first, yeah. In the first part of the journey. Yeah. But also challenging if you have local video teams being hired locally and you know, how do you put it all together, right? Or how do you- Exactly. But it can also be horrendous probably. Exactly. So sometimes you just, yeah, you just accept that, you know, maybe it wasn't, you know, on brand to the degree that we would have done it if we were out of the, out of group, but then we also need to be mindful of the fact that we are, you know, across 80 markets, a lot of different cultural interpretation of what the DSV brand is or should be. And I think at least that's my management philosophy that no one enters the doors at any DSV office with the intent of doing anything, not in the favor of the company. So you also have to lean forward and say, actually, just, you know, the fact that the people are getting started, people are trying to sort of move into this realm. I think that's a positive. And then we, maybe sometime we accept that it's not exactly on brand, but that's the way it is. I guess that's also the human side of it, that it's about the diversity of exploring new territory and especially culture. It must be difficult to even understand, you know, video style and marketing style might be very different throughout the world, right? For sure. For sure. Yeah. Great. I mean, we're about to wrap up. We have time for a few questions. If anyone in the chat has a question, we can pop it up in a second. So definitely we have the question tab up there. Ask a question if you have it. Else we'll start thinking a little bit about and just getting Stefan and Christian's reflections here in the end that we agreed on that. We've been talking a lot about a lot of things and building scalable video set ups. And about enabling your organization, about the journey points from top to bottom and automated and personal and humanizing. So where are we on your reflections? Do you want to go first, Stefan? Damn straight. I think we mentioned, as the biggest revolution to video as a global phenomenon. And I think you were right when you said that for video as such, the heyday kind of never arrived in a corporate environment. It's a slow moving thing. I will say, however, that usually it's, it's the bubbles that burst. Those are the ones, you know, that come and they, they just inflate and inflate and inflate until the burst. And I think video has proven to be extremely important, not just cool and fun, but actually important for the modern society. So I think, I think my reflections is that we should allow ourselves, a bit more freedom when working with video. I know for sure that that's one of the most difficult things for an agency such as mine. We want to do amazing creative work. We want to, right now, are we speaking, we have the Cannes Lion going on. I'm happy to report that AKQA just took a Grand Prix. So that's, that's good. But, but also I have to say, when all the, the creatives in the incumbent agencies, that I represent, they want to do that. They are looking for Cannes kind of stuff. And the video that we are talking about here is not the Cannes kind of stuff. It's actually the stuff that will improve the bottom line of the business when done right. So I think I would like to say, do it right and, and start exploring. That's it. And then don't expect to win any awards at Cannes. I think that's my conclusions. Okay. That's a good reflection. I'm doing the video that won't win awards at Cannes. That's your video strategy. Great. How about Christian? What's your thoughts about, now we've been going back and forth on everything video and where you are. What's your, what's your reflections on what you're taking from the session and what's next for DSV on video? Yeah, maybe using Stefan's comment on the, the Nike work from AKQA, you know, just, just do it. You know, focus more on video and then maybe as Stefan also mentioned, ease up a bit on the, on all the, the guidelines and the procedures to, you know, have a bit of fun around it and, and try to, to test out different, different formats and concepts basically just to get going. Then you'll find the shape and form as, as you go along. So I think, you know, get started. And I think it's very important at least what we have learned, also be mindful about the, the internal stakeholders that you use for your productions. People can feel uncomfortable. One thing is that you can write up a great piece for them, a blog, and then they can sound, you know, tremendous, but then put in front of a camera and having to sort of go through the test of, of sort of unfiltered delivering a message that could be a, quite a daunting task. So remember to prepare and, and be mindful about your internal stakeholders when you work with this, with this format. Love, love the thoughts. Yeah. From, from here, I think it would be something about the, you were talking about creating safe, safe systems for, for people to explore in, right? I think that's a key takeaway and also the humanizing aspect that how do we get that right without, without the, without the letting it run, you know, loose either, but, but, but still allow people to, to represent the company. We have a question from Vanessa, I believe we'll pop that one up. Or in the chat, I think we have a message that we have from Rebecca. Okay. So the question is, do you think large companies prefer to use individual creative influences so that they can avoid the challenges Christian mentioned? So I guess that's, that's one for you, Christian. Is that, is that for me? I guess it is. I don't know. I mean, I, I, I, I, I, I, I, I, I, I, I, I guess I'm an only position people are interested in, are interested in, but if they are not interested in moving forward with that person, I am. So wasn't that the who, are some with them signify or Metro knows okay. take on how to deliver the message about your services or your brand your products so that's that you could avoid some of that sort of trying to sort of have that thin red line throughout everything that you do globally so could could be a good approach yeah i don't know if stephan if you had something from the agency side no no no i i i'm actually um i'm actually i know that we've just begun the influence and i would love if we were further than that so we could say something that's clever but right now we are not uh but i but you actually i think you stumbled on something christian or you're clever so you did that deliberately but but but um teaching an entire organization as we have done so far and it's it's you have it's been you know giving them a safe haven to play in and safe tools to use all of that stuff that's the that's the that's the god rails uh but perhaps actually teaching how to be yourself not too much yourself in front of the camera because that's all always the thing is perhaps something that can be utilized if done right by corporations when they use an influencers they shouldn't go and pick one that's brilliant in his or her own right but choose someone that will actually be a natural extension of what the company is and the persona of the company and that way you can set the bar with someone professional to all the employees i actually find that to be quite intriguing but that will just make the due diligence and finding the right influence is so much more important yeah i love that perspective stephanette but perhaps also about how that overall is about how you build a video culture right that having somebody come in from outside as you say is also then also affects the training of the team and the inspiration the the sort of naturalness about being on camera and and you're you know on persona uh you know uh on air persona etc to stephan's point about how you feel find that sort of safe space to to to do that and i think that's a really important thing to consider when you're doing these things um great um we have a lot of great things in the chat we'll follow up with all of you because we're running out of time here from from all the thoughts being shared back and forth uh thank you so much christian for for joining and giving this sort of a very senior global marketer perspective of of how you're moving on video i think very humbling also always the sort of humbleness people have around video which i think is is very interesting everything in digital else is very interesting in some ways it's very well thought out and mature and most people would say they got it nailed pretty well 80 90 the video is this magic thing where we we're still figuring it all out and i think that's very uh sort of uh so intriguing in some way uh but also very impressive that people are still humble about it um and stephen thank you so much for sharing the sort of big global digital agency perspective on on where you're seeing and how you're supporting your clients on the journey uh everyone give a thumbs up in the chat to christian and stephan and that was the exploration of video as part of your digital transformation back to you amelia thank you so much thomas stephan and christian for giving us an informative and dynamic discussion on some of your perspectives i think it's really interesting to see um how you guys have uh found these you know bipolar uh topics and really brought them together to make this shift and who knows you know maybe the shift to video will come from uh the people in the video world or the organization from bottom down instead of top up we'll see for the next session uh we are gonna run a talk on doing video in companies and we're gonna get some insights and learn from some of the best so if you want to stay tuned for the next session please just stay in the webinar room remember you can always redirect yourself to the next session by clicking uh the button at the top right of your screen grab a coffee lean back and please stay with us for the next session and we'll see you in the next session. we'll see you very soon do so you