We do things much the same way as we did 50, 60 or even 70 years ago. The answers may not be wrong, but we haven’t experimented to see whether they are or not.

I’m in a business where there’s complete anarchy. You can’t control it – you can only react to it. The control that people traditionally had over their message is gone. Look at Wikileaks: you have to approach everything you write on the basis it’s going to be on the front page of the newspaper.

If you ask what keeps me up at night, it’s the pressure in the system forcing us to do all sorts of things. Content, data and technology are forcing us to think about business in a very different way.

In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.

We do things much the same way as we did 50, 60 or even 70 years ago. The answers may not be wrong, but we haven't experimented to see whether they are or not.

If you ask what keeps me up at night, it's the pressure in the system forcing us to do all sorts of things. Content, data and technology are forcing us to think about business in a very different way.

Bernie [Ecclestone] has not been shy to say one or two controversial things. The last person in the UK who described his product as being crap in public was one Gerald Ratner - and he was gone immediately. But not Bernie! What it tells you is that the demand for live sporting rights, the demand for global or regional events, is so powerful that you brush aside some things because there aren't so many of these events.

I'm in a business where there's complete anarchy. You can't control it - you can only react to it. The control that people traditionally had over their message is gone. Look at Wikileaks: you have to approach everything you write on the basis it's going to be on the front page of the newspaper.

In the old days, you could segment happily. You could put out one message to one segment of the audience, and one to another. That has now gone. You say something to one community and instantly, literally at a click, it's available to everybody. What it means is that if you're trying to craft a message, it's very difficult.

Marketing is an investment, not a cost.