What has your experience been around that? And how do you tackle those perhaps discussions when they might come up?

Yeah, great point.

In a creative agency or a media agency, yeah, there are people who have the final output of the picture or the image or whatnot.

But before them, there's nine or ten other people, and then a couple people after them.

Without everyone working together, it doesn't happen.

All of it is part of the process of creativity and ideation.

whether it's back to the person from the data team who cobbles together all the consumer information, product information, category information, and puts it together correctly or in a new way of looking at a consumer and uncovers an insight or an aha moment, or the strategist who takes her own cultural context and goes and looks at something and say, oh, here's a trend that I think would be relevant, or the account team or the planning team, They're all part of it.

informs each other and um that's where sometimes really great ideas are born because you've alleviated some pressure right i mean have you seen that happen a