yeah i love that um yeah i feel like that that's really great both ideas and i think first one as well we noticed specifically this year a lot of campaigns were sort of taking a page out of the b2c now whereas you know last year it felt like a lot of campaigns were equally creative and bold but it kind of felt within the b2b constraints so yeah i think that's that's a really great idea and andrew how about you

Yeah, I think as a researcher, I'd love to see something around proprietary data.

So with AI increasing the kind of generic level of content that we often see, it would be nice to see something that's, well, I think firstly, research and data can really set yourself apart from your competitors.

It's often something you have and your competitors don't have, so it adds value to your offering as well.

But going back to the AI subject, I do think there's probably a case to add something around AI search.

It's becoming really crucial in that B2B buying process with lots of people getting their information about vendors from ChatGPT and other LLMs.

I wouldn't be surprised if I saw something similar.

I guess off the back of what we've been talking about, what makes an agency genuinely commercially valuable to a client?