Can I get your thoughts to unpack this asset?

Fear advertising.

Been there before.

I've made it myself.

It is, uh, it, it is an easy way to persuade people.

People are much, are motivated around fear and negativity.

You know, it's created a, a really divisive space on social media.

Mm-hmm.

Yeah.

'Cause obviously the agency needs to charge more hours to make more money.

Um, and so the way that we looked at it was, all right, if you're given, say, a brief for a poster, what does that poster need to do for the business? If it just needs to sit in a, in an office and not really do too much, just be general awareness and quiet, well, that's pretty cheap.

You know, that, that poster doesn't cost too much.

But if that poster needs to convert $10 million in revenue, well, that requires a lot more strategy and infrastructure and thinking around what that poster does.

So it shifted the conversation from a poster is a simple output and it should be cheap, to, all right, how does that poster actually move the needle for the organization, and what value does the organization put on that poster to make it successful? And so that's how we've kind of started to flip the model and start thinking about RO Ideas from the beginning, um, all the way through to when the ad goes live or the content or campaign goes live.

We work really closely with our clients to determine, all right, how is the market receiving it? Not all, um, all content will be received the same way.

[laughs]