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Frisk jan 14 Frisk jan 14 Document Transcript

  • Frisk Special: WOMEN February 2014
  • Hi there. Welcome to the fancy first edition of Frisk. OK, so it’s actually the 34th edition of Frisk… Leo Burnett London’s Knowledge Centre & Planning department have been circulating this internally for some time, and now it’s burst forth from these four walls like some kind of information-centric Hulk. It evolved from a weekly internal email to incorporate monthly themed specials, and a further evolution of this is what you now hold in your hands. (I say ‘hold in your hands’ as if we’re in some kind of sepia-tinted pre-paperless past – I imagine you’re probably looking at this on a screen, right? That’s progress for you.) So, er, anyway… these monthly specials have become a newsletter in their own right, along the lines of the quarterly newsletters and annual Predictions docs we already circulate – this is the first one to officially leave the building. Momentous, no? And the theme for this Frisk special? WOMEN. Inside you’ll find a variety of womenthemed snippets from all corners of the LB London network, with stuff from senior management, account teams, external information suppliers, the chaotic dusty attic of the internet, and much more besides. It begins with a piece from Canvas8, one of our information suppliers, looking at ‘a new leadership paradigm’ (which will make sense when you read it, trust me), before moving on to a glance at the modern female consumer by resident retail expert Sarah Leccacorvi. We’ve got an overview of our work for Plan, some keen trend insights from a pair of Planners plucked from Leo Burnett London and Holler, and some solid insight into the VivaWomen initiative from our Head of Talent Strategy, Sarah Baumann. We finish with a few cultural snapshots to pique your interest. I hope you enjoy it. It took ages. Oh, and I’d love to get your feedback; you can hit me up – as I imagine cool people say – on Twitter; the handle’s @LeoBurnettLDN. See you next month for more of this colourful whimsy. Daniel Bevis Senior Knowledge Editor Leo Burnett London
  • We work closely with Canvas8, a deep-dive insight network who ‘make the complex simple by helping us make the simple significant’. This ‘Girl power’ piece is one of their most recent published features, and fits rather neatly into the theme of our newsletter. GIRL POWER: A NEW LEADERSHIP PARADIGM image © Dan Queiroz (2010) Around 80% of purchases are made or influenced by women, but with women making up less than a fifth of corporate board members, the gap between consumer and designer is huge. Despite this, the modern woman is setting her sights on increasingly ambitious career goals, and as concepts of power shift, they’re more likely to succeed now than ever before. John Gerzema, author of The Athena Doctrine, surveyed 64,000 people worldwide to find out which character traits comprise the ideal leader. Alongside co-author Michael D’Antonio, Gerzema discovered that two thirds of participants felt the world would be a better place if leaders were to think more like women. We sat down with him to find out more about the modern power woman; how her attitudes have changed, what hurdles she faces and how brands can cater to her needs. INFLUENCE: THE NEW LAWS OF POWER Traditional Machiavellian power worked well for thousands of years, but now we’re verging on a new era that’s far more social, interdependent and transparent. With technology and globalisation making the world more interconnected, power itself is changing – the way you get it, and the way you express it. Globally, around four out of five people now believe power is no longer about control, but about influence. As a result, success is now about being intuitive and having soft skills – being able to listen and communicate. During our research for The Athena Doctrine, we spoke to hundreds of leaders, finding that ‘feminine’ qualities, like generosity, collaboration and patience, are becoming more prevalent – and this is bringing a very different approach to leadership from the traditionally ‘masculine’ command-and-control structures.
  • We interviewed Silvia Loli, who runs the private Women’s House in Peru for female victims of domestic abuse. Frustrated by the Peruvian police’s indifference to the mistreatment of women, she started her own private women’s police force. Up until then, the police force was entirely male, but she made history by forcing integration between the female police officers she’d trained and regular police officers. She reacted to public anger over corruption, and her work lowered that corruption by around 32%. She’s one of many who are going after huge problems in innovative ways – showing the courage to do what’s right regardless of social barriers. Some of the most interesting places we visited were countries where extreme change was occurring – many of them developing countries. In Colombia – a society trying to combat issues like drugs, violence and decades of civil war – we found courageous women taking on these extreme circumstances. We found Catalina Cock Duque, who was helping ex-rebel soldiers reintegrate into society. Her foundation, Fundación Mi Sangre (My Blood Foundation), has helped 30,000 former soldiers give up their arms and become citizens again. In these emerging societies, you find creative thinkers – enigmatic men and women who aren’t bound by rules or conventions. http://youtu.be/ybaz3JPNq_8 CAN WOMEN BE POWERFUL AND PREGNANT? Despite this talk of high-powered women, Take Orna Barbivai from the Israeli Defence Force. traditional paradigms haven’t been cast aside; When she considers military strategy, mothering the working woman’s challenge of a work-life ties into it – because, as it turns out, mothers are very balance won’t go away any time soon – and to be a protective (she actually told us that the last person housewife is still hugely respected amongst these you want to provoke is a mother). She created women. A high-powered career takes devoted programmes designed to de-escalate conflict at partnerships between couples – spouses that are check points, and it’s been very successful. She supportive and involved. Without that partnership, created measures to reward soldiers who keep you’ll continue to see women forced to make the peace – things like accommodation. She even choices between career and a life outside of work. stations her own daughters on checkpoints. By Marissa Mayer, CEO of Yahoo, is a perfect example of a woman who’s both powerful and pregnant adopting her ‘feminine’ qualities, she went about strategy in a completely fresh way. – but the controversy she faced earlier this year highlights the underlying tensions. She banned working from home for her employees, to an extremely poor reception. Yet when a male CEO made a similar decision a month later, nobody said a thing. These double standards create imprinted biases against female leaders – but those women who have the courage to assert their ‘feminine’ values are thriving. image © Fortune Live Media (2011)
  • A SECRET SOCIETY: THREE BILLION AND RISING Women are very conscious of their role in inspiring Many of these women stay motivated by looking other women. Anne-Marie Slaughter, a writer and to each other, but also by looking for companies editor at The Atlantic are rallying women to power. who support their needs. Companies are realising “Only when women wield power in sufficient that they need to be more flexible, collaborative numbers,” she writes, “will we create a society that and nurturing to be relevant to the next generation genuinely works for all women.” Kirsten Gillibrand of talent – and all our research shows that younger is a Democratic senator from New York, and she’s generations aren’t into gender labels. really pushing her campaign to be more inclusive of female politicians and to promote more women in corporations and on boards. Regardless of the dynamics that exist between some women in powerful contexts, women who are generous with their time – nurturing young talent and sharing with their ideas – are going to thrive. Our research shows that 77% say collaboration is essential to success, and when I speak with executive women, they talk about needing to be forceful and fighting to be heard – but also being generous with their ideas and time, and sharing credit. Compare two cultural icons, thirty years apart – Madonna and Lady Gaga. Lady Gaga has this huge anti-bullying campaign; she’s expected to give back to the people who put her where she is. This the modern price of stardom, and power – to be generous or selfless. And this isn’t just about pop music; around the world, many women are using their careers to try and make things better. There are some tremendous organisations image © Girls Who Code (2012) THE RISE OF AUTHENTICITY; THE DECLINE OF SHOULDER PADS connecting and empowering young women around A few decades ago, when Duran Duran were really the world. Reshma Saujani, founder of Girls Who big, women were wearing huge shoulder pads as Code, is working towards closing the gender gap business attire; it was a bid to play into ‘masculine’ by encouraging young girls to work in technology. approach to power. A lot has changed sinced then. Likewise, the UN Foundation’s Girl Up programme Our research shows that modern leaders thrive – where all proceeds from The Athena Doctrine when they have the courage and conviction to be go – is helping build esteem in young girls, and themselves – and to put their whole selves into encouraging self-belief. These girls are raising a problem, being genuine and authentic. It’s not money in their schools to help girls around the about conforming and losing your own identity, world, forming a kind of sisterhood in challenged nor is it about being more ‘feminine’ or ‘masculine’; countries and developing skills that will make them it’s about an increased authenticity. Maintaining the leaders of the future. identity is the key for effective leaders – people who are open and honest about who they are.
  • We met these amazing women and men that just Great brands are brands that anyone could buy into threw their personalities and values into a problem because of great attitudes or mindsets – whether and wouldn’t accept the status quo. Ultimately, Apple, Nike or Virgin Atlantic. It’s a brand you buy a balance of ‘feminine’ and ‘masculine’ values is into because you believe in it, because of who you essential to leadership – so it’s a great time to be are – not because you’re a man or a woman. a man as well. Some of the best reactions for the book have been from men – young guys who’ve said “I can be more myself at work”. It pays to be inclusive when it comes to gender, but that’s not to say there aren’t exceptions. We laughed for hours at Old Spice, who marketed to Consider Berlin-based scientist Dr Ijad Madisch, men through women, with “The Man Your Man who created ResearchGate – a social network Could Smell Like,” but there are certain boundaries for scientists. It all started when he went to some that marketers need to understand are not to be colleagues at Harvard and admitted he was stuck crossed. in his research. People thought he was ridiculous for admitting he didn’t know something, but soon, he discovered plenty of other people with the same problem. Together they formed a social network to share their ideas and collaborate, which now has more than three million members. These kinds of ideas prove that projecting ‘feminine’ values into traditionally ‘masculine’ industries can really drive innovation. Yet men still form a large part of the innovation to attempt to appeal to women. Despite the fact something like 80% of all products are purchased or influenced by women, still only around 1618% of corporate boards are female, and the gap between female consumers and women as product designers and innovators is huge. But things are changing. For The Athena Doctrine, we interviewed Eriko Yamaguchi, the founder of a Japanese clothing line called Motherhouse, which specialises in high quality handbags. The entire brand ethic focuses on helping factory workers in Bangladesh, whom she taught to make these expensive, high quality handbags – and she pays them twice the average rate. Eriko’s approach is about building values into her business model. We see that here in the US with Toms Shoes, where every time someone buys a pair of their shoes, Founder Eriko Yamaguchi has built ‘feminine’ values into her business model Motherhouse (2013) © they donate a pair to someone in an impoverished country. INSIGHTS AND OPPORTUNITIES Our book came out at roughly the same time as Soft drinks like Dr Pepper Ten whose latest Sheryl Sandberg’s Lean In, and to paraphrase her campaign is specifically for men, under the book, business, politics and society need to lean in caption “It’s not for women,” feel ridiculous to to the ways of women, because ‘feminine’ traits are me. Advertising campaigns depicting women in essential qualities that all of us can share: they’re submissive states or in contexts that are outdated largely absent from these fields. That’s what our need to be avoided. story’s about.
  • Storebites is a regular in-house roundup of tangy titbits relating to shopper marketing and the goings-on in the retail environment. Here, Sarah Leccacorvi summarises some recent findings to create a picture of the modern female consumer. GET FEMALE CONSUMERS TO SAY ‘I DO’. With women’s spending power continuing to grow across the globe, retailers and brands are now reframing their approach to meet the needs of this evermore influential audience. Women are faced with different social, cultural and lifestyle challenges, so traditional approaches to segmentation are fast becoming irrelevant; women are a complex and diverse group of archetypes, differentiated through lifestyle and behaviour. Take “Urban Independents” for example: they are late-20s/early-30s who have decided to put getting hitched and having kids on hold. They have a large disposable income at their fingertips and are ready to spend it, whether it’s dining out, entertaining at home or choosing the latest must-have for their highly fashionable apartment. Or how about the “Millennial Mother”, who uses more than five different digital channels each day including apps, blogs, videos to multi-task and get advice from other like-minded women? And did you know that “50+ Boomers” are huge online shoppers; spending more than Gen X or Gen Y online? Understanding the needs and desires of these groups, as well as others, is where brands can truly adopt a relevant approach. adidas Women’s expectations have also risen. They want brands that are empathetic to their needs, providing fresh experiences that encourage learning and sharing. They also expect products that are individualised to support their ever changing lifestyle. Consequently, there is a new breed of retail spaces born from brands responding to this growing change.
  • Adidas, for example, has three women-only concept stores, in Korea and Russia, designed to take a holistic approach to sport, via wellness. They repositioned the bold, almost clinical, style of unisex ‘performance’ towards a feel-good fashion retail experience, creating a more tactile, sensorial and uplifting environment. They have also incorporated a community area detailing local fitness classes, as well as a zone for style advice. Cycle Surgery is another brand that ran a series of women-only workshops for runners and cyclists utilising female sports influencers. Kevin Young, Group Marketing Director said ‘Our female consumers perceived the women experts as credible, but also accessible, as opposed to their male counterparts, who tended (in their view) to relay the same information in a purely technical way, which creates a barrier’. And then there’s Vodafone, who are leveraging their “Angel Stores” in India, staffed only with women to support social change. Ram Iyer, Head of Retail said ‘The store gives women exposure to cross-functional opportunities in the telecom and retail sector, from finance, logistics, and customer relations to security. We believe this platform is a great building block in social and economic development.’ Further female centric-trends include brands taking cues from fashion to empower individuals to reflect their personal style and customise products accordingly. Sportswear is a perfect example that demonstrates how to combine high-tech functionality with style, while still delivering high performance. Take a look at The Cambridge Raincoat Company, they produce chic and versatile raincoats for cyclists that looked good both on and off the bike, alleviating the need to wear ugly waterproofs or hi-vis clothing. Then there’s the rising popularity of personalised digital accessories with fashion brands diversifying into smartphone and iPad covers. After the success of Kate Moss’s collaboration with Topshop, Kate has now designed a suite of mobile and tablet accessories for The Carphone Warehouse. With a high-end approach to the mass market, the focus was on quality materials, texture and detail to reflect an aspirational lifestyle. The Cambridge Raincoat Company / Kate Moss, The Carphone Warehouse So as you can see, engaging female consumers requires an inherently different strategy, needing a much more empathetic approach to truly understand their lifestyle and the challenges they face. Try leveraging online communities to bridge the gap and identify the fast moving trends. Or why not provide a platform to encourage conversations and emotional connections? Most importantly, get to know them, understand their lifestyle and, who knows, you could increase the chances of them saying ‘I do’… Sarah Leccacorvi, Client Service Director
  • For the last two years, Leo Burnett London has been working with the global children’s charity Plan UK, a non-profit which recognises that if you give a girl in the developing world an education and support, she will raise herself, her family and her community out of poverty. PLAN TALKS QUESTION: WHAT IS THE MOST POWERFUL FORCE FOR CHANGE ON THE PLANET? ANSWER: A GIRL. Yet in many developing countries around the world girls are denied the right to an education. In fact every day girls are taken out of school and forced into work, or married off to strangers where they risk isolation abuse. This is something that Plan UK fights to stop, and we here at the London office teamed up with Plan to support that fight. IN THE BEGINNING At first, we created a powerful TV spot that has been running on CNN for over year, but we realised to create such a huge societal change in the developing world we needed something much bigger than a TV or print advertisement; we needed to bring girls and women together to start a global movement that would fight for and support girls around the world to allow them to achieve their potential.
  • LB London’s ‘Mass Construction’ TV spot for Plan International. MORE THAN A TV AD Our idea – to create a series of inspirational talks hosted by influential women, about how education transformed their lives. These influential women are those who have overcome challenges, achieved the impossible, pioneered and paved the way for the others. And so the Plan Talks were born.
  • ASKING THE QUESTION Asking anyone to host a Talk is no easy request, and asking women who are leaders in their fields, extremely busy and receive charity requests on weekly, if not daily, basis made the challenge to get inspiring women involved a big challenge. Further still on the list of women to contact were names like Kate Winslet, Vivienne Westwood, and JK Rowling – if this was for a TV ad the fee to involve all these women would be in the millions, and we were asking them to give a Talk for free. Fortunately, our talented creative team of Laurie Smith and Steve Robertson, had an idea that would allow us to cut through to these women. We created hand illustrated school jotters that were sent in school satchels that formed the invitation to host a Plan Talk. The response was fantastic. LET THE TALKS COMMENCE The Plan Talks launched in London with flourish on the first International Day of the Girl. The talks began with Georgia Arnold, Senior VP Social Responsibility for MTV’s Staying Alive Foundation speaking and with a mentoring session for young girls which was held on the London Eye and included a number of inspirational women in a range of careers (including some from Leo Burnett). Each lecture is promoted with a portrait of the speaker made from the words of their talk. The talks were inspiring, intimate and personal, and women who attended were tweeting and posting – the message was spreading.
  • Since the first Plan Talk, three more have taken place in the last year, including talks from Sarah Brown and Jude Kelly. RESULTS SO FAR The Plan Talks have been a great success, with hundreds attending the Talks live, thousands then sharing on social media, and in turn reaching millions of women. And more importantly, many of these women have made a pledge to support Plan’s cause. MORE TO COME… We are lining up a number of inspiring women to give Plan Talks during 2014. If you want to find out more about the campaign visit Plan’s website at http://www.plan-uk.org/news/events/plan-talks/
  • XX vs. XY Leo Burnett Planner Rebecca Fleming teamed up with Holler Planner Bianca de Sousa to take a look at modern gender roles, and how the issues surrounding today’s perception of masculinity really impact women today. ‘Planners are a curious (read: nosey) bunch,’ says Rebecca. ‘With the launch of VivaWomen and the release of a new year’s worth of trends updates, we’ve taken a long, hard look at how gender roles are being impacted by key issues and movements in society. We wanted to explore what masculinity really means in 2014 - do Millennial men admire Ryan Gosling’s active support of feminism and are they all yearning to be Old Spice-doused gentlemen? Meanwhile, do women need a rallying cry to encourage them to lean in? Or, are they looking for role models who accept that to do well you need to focus on doing one thing well, not everything quickly...? We’ve produced a snapshot of 6 key trends from both the XX and the XY perspective.’ Click here and take a look: http://www.slideshare.net/juicypips/xx-vs-xy-2014 A look at key trends from both perspectives, from the planners at Leo and Holler.
  • THE LAUNCH OF VIVAWOMEN Naturally, the subject of women as leaders is one that is very close to our hearts. Barely a day goes by without some new research proving the commercial value of women in business, the unique contribution they make to society and regrettably, the fact that we are still a long way away from true equality. The communications industry is no different to other sectors. According to the IPA’s 2012 census, 25% of Executive Management positions are held by women. It’s an improvement on 2011 but still under representative when you consider that it’s only 3% of the 10,000 women who now work in advertising in the UK. So, to ensure that Leo Burnett is helping women progress and achieve their career ambitions, we have launched VivaWomen, a women’s network open to all women within Publicis Groupe agencies in the UK. Spearheaded by Sarah Baumann, Managing Director of Atelier and Group Talent Strategy Director of LB Group, it’s an initiative supported at global level by the Publicis Groupe and chapters are launching across the world. The premise is very simple – to provide support, help and inspiration to women as they forge their own career path. We do this through a cross-agency mentoring programme, a series of seminars and speaker events that enable women to meet and network with their peers and colleagues within the Groupe. It’s echoed within the agency with a growing internal Leo Burnett London network. Critically, this is not a network that excludes men but recognises that both men and women need to understand this as a fundamental talent issue. It’s about creating a positive leadership and development culture throughout our agencies that recognises men and women may need different things to succeed. VivaWomen’s initiatives are based on research conducted amongst the Groupe’s male and female employees. Some headlines are to be expected, some were surprising.
  • 1) IT’S MOST IMPORTANT THAT WORK IS EXCITING AND PROVIDES A STIMULATING ENVIRONMENT This is more the case for women than men. 85% of women say that interesting and exciting work is very important to them, versus 75% for men. It’s particularly true of younger women, and is deemed even more important than a good salary and benefits - which 80% of women deemed as very important. 2) FLEXIBLE WORKING IS IMPORTANT FOR WOMEN AND MEN Overall, flexible working practices are significantly less important to people than salary and the nature of their work but of course, flexibility is greatly desired by parents, and particularly mums. The industry has improved significantly in terms of delivering against flexible working requests - 71% of mums had made a flexible working request, and 27% 88% of them were given a more flexible working arrangement. Additionally, 27% of dads made a flexible working request. But, flexibility will of course continue to be a priority. 3) BECOMING A MUM DOESN’T CONSTRAIN AMBITION Our research also over-turned another common perception – that women with children might be the ones who are less likely to go for the most senior or autonomous roles. In fact, when we split out women with children and women without, there is a clear distinction between their career planning. Working mums are more likely than those without children to be envisaging moves into consultancy, freelance, running or setting up their own agency. So, whilst they may be seeking more control over their working life, it’s further proof that ambition and drive isn’t always compromised by changing life circumstances and that in working mums, we have an incredibly driven talent pool within our organisations.
  • 4) CAREER ASPIRATIONS FOR MEN AND WOMEN ARE SIGNIFICANTLY DIFFERENT 54% Another key difference between men and women in career planning is where their aspirations lie (among those who do claim some clarity over their future ambition). Women are more likely to see themselves staying at their agency for the next of women wanted training in self-promotion skills vs. 48% of men. 3-5 years than men. Men however, are more likely to set their sights on the bigger roles – And, 32% to continue the debate around any misperceptions of women with children - only 13% wanted confidence training, but their need for self-promotion shot up to 56%, suggesting the issue is with cultural misperceptions rather than motherhood suppressing ambition. of men see themselves running the agency vs. only 13% of women. 5) WOMEN ARE PARTICULARL Y INTERESTED IN IMPROVING THEIR CONFIDENCE AND SELF-PROMOTION SKILLS No doubt linked to the level of projected ambition, the most popular areas of training and development for women were: Improving confidence at work and learning/ improving self-promotion skills. 6) MEN LIKE MEN AND WOMEN LIKE WOMEN – IN TERMS OF MANAGERIAL POPULARITY... BUT FEMALE LINE MANAGERS ARE PERCEIVED TO BE BETTER Men tend to be more positive about their male line managers than women, whilst women are more positive about female line managers. However, overall job satisfaction for both men and women is higher among those who have a female line manager. Both men and women agree that female line managers are better at “supporting a good work/life balance”, “providing strong career development” and “supporting flexible working”. 40% of women wanted help in improving their confidence at work compared to 25% of men.
  • THE BECHDEL TEST Hollywood has long been pigeonholed as a maledominated industry – male-oriented movies, starring men, directed by men, about man stuff. So the Bechdel Test is a useful barometer of how accurate that stereotype is in modern film-making. Its three rules are simple: in order to pass the test, a movie needs to (1) have at least two women in it, who (2) talk to each other about (3) something besides a man. This isn’t positive discrimination, it’s just an interesting eye on cinematic behaviour and construct. So, how did the major blockbusters of 2013 figure? Well, it’s a bit of a mixed bag. Of the top 50 movies, 17 of them passed cleanly, with another 7 technically passing but in a questionable way. However, of these fifty flicks, just one was directed – co-directed, actually - by a woman. Interestingly, a number of the movies that passed the Bechdel Test in 2013 were the biggest-grossing ones at the box office too, suggesting that pictures with strong female leads are more of a money-spinner. Let’s see how that pans out in 2014… http://www.vocativ.com/01-2014/hollywoodmovies-strong-female-roles-make-money/ http://bechdeltest.com/ LITTLE ROOSTER Pity the alarm clock. It’s pretty much the most hated item in your house, aside from that enormous gas bill that’s sitting on your sideboard, and the tin of fancy pâté you received as a gift and don’t really want to eat, but feel obliged to hang on to. Alarm clocks are designed to disrupt and ruin one of the most enjoyable things we do, by making a noise that makes us jump up and swear while we’re all fuzzy-headed. It’s never a sound you’ll grow to like. And you can’t circumvent this ire by setting your phone alarm to play a song you like, because you’ll inevitably end up hating that too. Why, oh why, can’t somebody invent a likeable alarm clock…? Well, by gum, they have. The Little Rooster is a device designed just for women, which wakes them by bringing on what its makers call a ‘snorgasm’. You may be able to guess where this is going… The user places the Little Rooster inside their pants at bedtime, setting its built-in alarm to, ahem, rouse them at the appropriate time by gently vibrating. The brilliance of this system is that, unlike conventional alarms that make an annoying noise, it will only wake up the one person it’s intended for. And they won’t wake up grumpy either. http://www.littleroosterstore.com/
  • EQUAL PAY DAY Every now and then a story pops up in the news about an incorrectly-loaded cashpoint that’s gone rogue – local news teams will be interviewing hapless but excited locals who’ll be saying things like ‘durn it, I couldn’t believe it when I asked for a tenner and it gave me a twenty,’ neatly sidestepping the very obvious point that you’d then try to withdraw everything you could and then pay it all straight back in to your nearest branch. Naturally. The flipside of this, of course, is something that’d leave you dumbfounded. You ask the machine for money and it doesn’t give you enough? Why, this is cause for RAGE! …which is exactly what happened in Switzerland a little while back. In order to demonstrate the yawning chasm of wage inequality – namely that women receive on average 20% less pay than men for equivalent jobs – Publicis Zurich teamed up with the International Women’s Media Foundation, to arrange a situation whereby cashpoints would shortchange male customers by 20%. You can see how that went here: http://youtu.be/ZcAOwYmpZW4