Is there anything in addition to that or anything that you'd like to dive in to explain that to the audience?

Marketing is an art and it's a science.

Right.

So you've got the art of putting together the creative concepts, the campaigns that work really well, the ones that are going to get noticed and attention grabbing.

But as much as it's important to have your John Lewis Christmas advert every year or your Super Bowl advert or your big broadcast piece that's going to get eyeballs, it is as important to know categorically what return your advertisers is going to be spending.

So for me, the best performing companies out there, the ones that have geared themselves up the most are the ones that apply data analytical principles to tracking on top of also having a big focus on creative outputs.

So immediately, you know, the type of brands that spring to mind to me are the gustos of the world.

no