Dirk Van De Put
Management
Yes. I can talk a little bit about the principles and then maybe look or you can go into more detail if, if needed. But in general, we believe that we want out grow our categories, and to outgrow our categories, our brands need to have more visibility, more support, more innovation than others. We believe that i can be achieved with roughly, I would say a 7% to 8% increase year-over-year of our A&C investment. And that's fits into our long-term algorithm, where our expectation is that 1/2 of the growth of 4%+ growth that we want in gross profit year-after-year, that 1/2 of that gets reinvested. Not all of that goes into A&C, some goes into overheads, part goes into R&D. But overall that's the thinking, and that allows for that roughly 7% to 8% increase, so it's 15 through the long-term algorithm. As it relates to pricing and increasing our investments, we trying to maintain our algorithm. If we see we can get a better top-line, we might do more flowing -- continuously flowing at 50% back into investment. This year, as an example, we have a double-digit increase in our A&C year-to-date, while we are doing the price increases that Luca talked about. Then, the other movement that we're doing is within the A&C investments, we are moving more of the investment in working media. We have done that now for multiple years. So the investments are really compounding. There is the increase in overall A&C and then the increase in working media within A&C. And then we have also made big strides on the quality, the effectiveness, and the ROI of our marketing. If you talk about where do you want to do more, we have our Local Jewels, which we have given significantly more investment in the last three years. But we want to continue to do that more on the brands that we're already supporting and activate more brands. And then as it relates to markets where we would do that, probably the -- some of the markets where we are underrepresented, largely emerging markets, that's where we think we should do the biggest increases of our A&C because we still have to the category to support and really build the category for the longer term. That's how I was thinking about it. I'm not sure, Luca, if you want to add something?