We as an industry are facing our code at moments, a point of inflection where we can choose, and we can choose between two future states, reinvention or a long painful miserable march into a relevance. Let me explain why I believe we're at this point in history. The context in which we operate that of culture has changed dramatically over the last 60 years. Indeed you could argue that over the last couple of decades the rate of cultural change has never been faster or more pervasive. Yet if you compare the type of work we made 60 years ago with the work we made today, by and large it's remarkably similar. Yes the production values have improved, but the type of stuff we make at its heart is the same. We're failing to move at the speed of culture, a prerequisite for success for any creative industry. The great failure I would argue the advertising industry to transform itself has been down to the fact that we're excellent at the wrong type of innovation. We relentlessly pursue and celebrate the latest new and original ways of doing what we've always done before. And it's rarely about imaginatively and daringly finding new types of things to do with our creativity, a new way to get paid for them. Now you may ask why bother, why change? We are after all to place the celebrates creative bravery. And many of us myself included are here because we're paid for by a relatively big and successful agency that does good work, but essentially just as advertising. Why change if after all, agencies still getting paid lots of money to make ads? Why the greater to change going to do something outside our comfort zones? I would argue we need to actually display as an industry some real creative bravery. There was a time when we used to be brave and far more imaginative. We invented new ways to go and solve business problems from the soap opera to the creation of brands like Mr. Kiplings. We saw us fear of influence to be anything that could connect a company with people, and yes, that didn't include the products. So why in the age of the magic of technology can't we invent new brighter possibilities? It's deep to ironic I believe, but the most significant invention to advertising in recent years that of search came from the outside of the industry, not from inside. We need to go and challenge a very nature of how we work, what we make, how we get paid, and actually what we celebrate as events like this, to think about as kind of a Google puts it, 10X change, not 10% change. I'm kind of convinced that irrelevant awaits us at the moment. We're losing relevance with people who care less for brands and ads than ever before, and we've clients who don't really see the things we do as driving growth for their business and driving profitability. We're finding harder to attract the best talent into the industry as we simply aren't seeing or offering the wicked problems for them to go and solve. We're caught in a vicious cycle and we need to break out of it. To do this, I think we've got the muscle memory of seeing every business problem as something that can be solved by the act of making an ad. People are asking us to grow their business and solve big, tough, complicated problems. Yet our default behavior and niche obsessions with the ad made this link between the commercial reality and the creative solution far too weak and far too indirect. We have to become far more obsessed by the outcome we create for clients, not just simply the output we make. I believe to do this, we need to stop being advertising people and instead become hackers. Now, when you think of a hacker, you often still think of people like anonymous who break stuff and live outside the law, not that different from a night on the quazette. But that's not what hacking is about. It's about something much more powerful. Because when you look at the definition of the hack, you find something quite interesting. A hack is defined as the most ingenious and effective solution to a problem. Now, doesn't that sound like something we should really want an inch to go and grow up to be? Hack's a more powerful than ads of five simple reasons. First, by their very definition, they're effective. They take big, complicated problems and break them into smaller problems that can be more easily solved. Whatever form that solution takes, they're a move they get between the commercial challenge and the creative solution. But hacks aren't simply about being media or solution neutral. They're actually people positive. They solve real problems for people and make their lives in some way better. We end up making stuff people actually care about. Hack simplify things for people and get out of their way. They don't feel they have to interrupt you or get in your way in order to be noticed. They're forward looking and they're imaginative. They have an inherent disdain for the tired solutions of today. And finally, hacking is about a predisposition towards speed. It's about solving a problem in a better, faster and easier way. It fights for tyranny and perfection that far too often slows us down. It lets us move and experiment as fast as culture. So I think to grow up as an industry, we need to have a healthy disregard for advertising, at least as we know it now. We need to break out to the kind of simple paint by numbers mentality we have far too often. A healthy disregard for advertising has always been a common thread in the best advertising people and clients. Phil Knight famously spoke about how he really hated advertising. Google run a million miles away from stuff that feels like an ad. And the simple kind of thing, some of the best stuff that we do as an agency comes to the fact that rich and Jeff aren't advertising people, that people have fell into advertising from journalism and from design. We need to kind of redisco the disregard. And I think somewhat perversely, we need less advertising people in order for advertising to flourish in the future. So they argument, I think, we face two really simple, interlinked problems. First, we're a cultural laggard. We're less interesting and progressive and the stuff that surrounds what we do. As a result, we're less meaningful to people and less vital to brands. Second, we've forgotten how to understand and serve our clients business problems. We only know how to make the stuff we've grown up making. The confidence of these two things means we're really making a slow walk into a relevance. If we're to stop this and seize the amazing opportunities open to us, we need to stop being advertising people and we need to become hackers. Mark Taylor put it brilliantly. It's not sufficient to go and do things better. We need to go and do better things. Thanks. Amazing welcoming. Excellent particularly this time. Thanks everyone and Thunder by the way. Thank you.