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PETER SACHSE: Clearly the changing face of marketing has
a great deal to do with digital.
The digital, just as an aside, probably five years ago, our
digital spend was less than 1%.
And it's growing into double digits as a percent of our
total media.
So in a very short period of time, this entire concept of
advertising, called digital, which didn't exist five years
ago, is already consuming almost double digits our
entire spend.
So that's changing everything.
And it also has the ability to be a lot more relevant and a
lot more one-to-one, if you will.