Um, so the two awards really felt connected because they both recognized the role that we at Studio North are trying to play in helping healthcare marketers really understand the innovations that come with it, and put it to use in ways that are practical and relevant and grounded in what healthcare marketers actually, actually need.

You know, Brittany, we were talking about this earlier.

If you, if you turn the calendar back a year, let's go 18 months, there were agencies out there thinking about, "What should we say about AI? Should we even put AI on our websites," right? And we really looked at the landscape and the market and listened to what our clients were asking for, and we, we made a decision as an agency to be what we call AI forward.

So we really lean in that direction.

We think about, um, AI as a, as a tool for us, as a, a really innovative way for us to think through with our clients what's possible.

And what's interesting about this, and we'll talk about it I'm sure a little bit later, is where we all started on our AI journey a year, 18 months ago, is evolving so quickly.

And when we look out as marketers, there are things we're able to do now that we were never able to do before.

Mm-hmm