We want to continue to innovate. It's the only way to get ahead of our competitors - and keep up with our card members.

We are trying to create some new way of communicating that is not the traditional advertising story-telling.

When you're talking to a prime audience bombarded by messages, to have them pay attention to what you say you have to create new and innovative ways to advertise that are more engaging, intelligent and entertaining.

The shift is very, very significant.

There would be no debate about who was the best footballer the world had ever seen - me or Pele. Everyone would say me.

To see my country lose a football match is very hard for someone who has worn the shirt.