Well, everything starts with an insight. So we're very insight-driven in terms of our creative approach. What we're trying to do is solve for, find a white space for our consumer. And we're trying to differentiate in the market because it's so crowded now. So every space that we work in across all of our clients, even if they have a unique selling point, it's really, really hard to differentiate that because you have the first three to five seconds, you're trying to get your message across. And you're trying to build this kind of cultural value with a consumer or something that goes beyond just features and functionality and a brand name. So we really try to dig in and find a very specific insight that we can tap into. And we try to tie that directly into the creative and the video. And then one of the things that we've been seeing a lot lately is that designing for the sound off environment is a really big key to underscoring those differentiators that we're getting in there. So we're really taking kind of the traditional video approach where we're creating these videos that are, you know, like 30-second spots. But then we're layering some classic digital marketing performance items on top. So, you know, underscoring the points we're making with words on screen, which is a really interesting mix because I think in the past you would think that that's more like, you know, an infomercial. So you have to get really clever about it and you have to be impactful and you have to really make a package of graphics that looks great and feels integrated versus just putting words on screen. So that's a lot of what we've been doing to really combine how someone is consuming the content with the message we're trying to get out there. So what's really interesting is that a lot of our clients are consumer package goods companies. And with consumer package goods companies, we definitely want to look at how our, you know, instant, we're talking about video today. So we want to look at and see how the video is performing and we're using sort of traditional metrics for that. But also from a campaign perspective, ultimately what we're trying to do is drive foot traffic into stores. And so that is a whole other set of measurement tools. So we really have to coordinate very well with shopper marketing and try to see if both in store foot traffic we can, we can measure, we can show that someone is near a store or enter the store. It's hard to know that they pulled the product off the shelf because of your app, but you're trying to get as close as you can with that. And then there's a lot of coordination with shopper marketing from an online perspective as well. So what are we doing with Amazon? What are we doing with Walmart? What are we doing with Target? How do those things look similar? What's fascinating about the way consumers shopper packaged goods is that they're using some of those channels to do their research but buying in store. So when you're going on Amazon, you're not necessarily going on Amazon putting in your cart and taking it, you know, getting it sent to your house, you may be going on Amazon to look at the product, see what the ingredients are, see what sizes it comes in, and then go to the store with that information. So as a marketer, it's a whole new world because a lot of these retail environments online have also become research environments. And there's also Click and Collect, which, you know, as you probably know, is a big push for our Target and Walmart right now. It's how they're competing with Amazon. And we market a lot to moms. So what's interesting about marketing to moms is that a lot of times they actually find it easier to pick it up at the store while they're out and about than to try to be home for a package when it gets there. You know, they may live in an apartment, they may live in a property where they don't feel their package is safe, where they need to sign for their package. So it's actually much easier to buy it online and then collect it in store. So that is a part of our measurement as well. So a whole bunch of new ways of looking at how things are performing holistically or working on Jennifer Garner's new brand called Once Upon a Farm. It is an organic baby food brand, but it is different than any other baby food brand or any other organic baby food brand in that it is sold in the refrigerated section. So if you go to stores that sell high end dog food, you'll see that almost every high end dog food stores sells refrigerated dog food as well. But in most of America today, if you are looking for baby food, almost all of it is shelf stable. There is really no brand out there that is selling fresh baby food or baby food in the refrigerated section. And so it's sort of a no-brainer, right? I mean, if you are someone who would love to make fresh baby food for your baby but can't make it all at the time, don't have the time sometimes, don't have the band with, there's really not an option that is refrigerated that's available nationwide. And what I think is really interesting about this brand is that it has someone who's amazing at making content and has a very broad audience at the forefront, someone who really cares about health and nutrition for children, but also a completely different approach to market and a real differentiator. It's great to have a differentiator, it's great to be cold pressed and in the refrigerated section, but it's also a challenge, right? Because if you're used to shopping for baby food, you're not going to the refrigerated section. So going to the baby aisle where they sell shelf stable food. So what's been great for us is to take on that challenge. I think in telling that story, we have a great voice of the story and Jennifer Garner is actually the voice over at the spot. But really the story that we need to tell is not only that this is a great alternative when you can't make fresh baby food or you just want to serve fresh food to your baby, but also we need to tell the story of where you find it in the store. Because it doesn't matter if we get someone super interested at it and the video works and the other content pieces works, if they can't find it, they're not taking it home. So the challenge was to incorporate those two ideas and it's always super fun to work on something where there is a point of differentiation. There is something that can make you stand out from the competitors. But we also really worked hard to make sure that the creative itself was very clear about where you find the product.