I did it last person say that anything has got an easier but I would say that what's happened is it's getting it gets more interesting with each passing month to what we do. There are more things available with how to tell stories in new ways than ever before were possible. I think we see the incredible power of of programmatic media really starting to take off and the question is how do we make sure that creativity remains at the core of that and that ideas are always more important than algorithms because I believe that people remember ideas they don't remember algorithms and while all of that math and science is super important and super exciting for the way that we tell stories it's not what people remember. What's in my crann box? Where's the first place I go? Do I go to Snapchat? Do I go to YouTube? Do I go to Facebook? Do I go to mobile? And I would say none of the above and yet all of the above which is if for me the crann box there are three, it's in three buckets of opportunity. One of them is that I believe increasingly it's about story starting and not storytelling that stories have a beginning and an end and story starting as a much more powerful concept for brands which is that brands can start the story and that they let influencers and culture and consumers finish it and when we look at the most interesting work out there it's about stories that brands start and other people finish. I think the other thing the other principle for me that's in my sort of box of crann is that I believe that brand should do less brand ads and more brand acts. So if you do less brand ads and more brand acts it's the power of what brands do that becomes much more powerful to consumers than what they say. And then the last thing is for me it's about that content is a team sport and it used to be that ad agencies could control the they could control the ideas that the ideas were controlled by the creative department and that's not true anymore. Creativity takes many forms and it takes a team it takes a village to make great ideas come to life and so the power of creative agencies and media agencies and technology companies work together working together is what makes great modern storytelling possible. So you know I think in the context of what when we talk about starting stories when we talk about the concept of story starting it doesn't it's not in the absence of television. It often can be in the inclusion of television. Television isn't dead but brands need to evolve or die and a part of that it doesn't matter where you start the story. Sometimes you can start the story on television but what you do to allow people to participate in that story is key and so even if you launch a campaign on television if you don't allow people if you don't open the door to people participating it's lost it's sort of it's a short term idea and when you look at the ideas that everybody gets excited about the things that stick in our brain they're about stories that brands start and then they take on a life of their own and you see all sorts of interesting things how brands start to participate in that conversation that two way conversation and often a lot of the most powerful work comes from that two way conversation coming to life. So when you think about the concept of story starting it's not one piece of content that you're crazy precious about. It's not to say that there isn't still a world for great content beautifully produced but it takes more to start a story than one piece of content and so if I use an example like we we started a story with Tylenol with this highway family project that has television as part of it but it also has hundreds of influencers it has 10 documentaries that we shot it has thousands of pieces of content created by by real people that we are curating on our social channels and all of those things together are the story it's not one piece it's not individually it's the collective power of content and you see the collective power of content comes not from production value but influence and culture and so that for me is the huge shift of thinking about content it's the difference between the preciousness of beautiful content and the power of content in culture one of the things that I think is hugely important to us as human beings is authenticity and so we don't want somebody just shilling our product we could shoot somebody you know in a 30-second television commercial we could have them say whatever we wanted and that has its own value when you go on someone else's channel there's a different value of that sort of authenticity and and that's you want that authenticity to be part of that that said I think the tension that you can often see between influencers and brands is that there's not an idea at the center of it when when brands go to these people for their followings but not for not for their belief in what you're doing then it's a very different thing then it's a natural tension and it's why I think that that when you go for the heart first the eyeballs follow if you go for the eyeballs first in the sort of classic sort of media sort of efficiency model it's much harder to get the influencers to become part of that when it's a story that is in culture that is about there that melding your story and their story it often comes quite naturally and there's very little tension with the influencers