A few decades

... and I'm still doing it from that one little moment.

So I, I, I started work at Leo Burnett at 19.

I was creative director at Leo Burnett Milan at 25, and I had an amazing career in a- advertising, but they were also the good old days, and we'll talk a bit about that later.

And I lo- I was at Leo Burnett for nearly 20 years, and I only left there because Westfield came to me and said, "Will you start your own agency? Because we, we want you to launch a new place, and we can't find anyone to do it." So I ha- started my own agency.

WPP bought it after four years.

They put me into a really, in Australia, a very large and wonderful design agency that was saying they could do advertising, but they couldn't, and WPP said, "We're gonna make more money from you in this agency." And there I got to understand tone of voice.

In your experience now, why is good stor- why can great storytelling have a business impact? What do you think is, is, is happening in today's world where storytelling's becoming even more important?

That's why you hired me.

But that's where the formulas really help.

And it's fascinating to think, you know, when coming from advertising where formula or formulaic is a dirty word because you have to be fresh creative every time but what you realize is movies are incredibly creative and there's always new stories and new action and new characters but they have a structure to follow that allows them to be more creative the structure just making sure that you're connecting with your audience every step of the way so that's what i do and it helps me tell my story because i just go to my formula and I go, okay, so I'm going to give you an example of one of the formulas.

It's my favorite formula.

And it's based on the most powerful trick in Hollywood, which is the quest.

So movies work because a hero has a quest at the start of the film that drives them all the way through the film.

And that quest is never furthest away than 10 minutes before the end of the film, but somehow it gets achieved.

So when it comes to those pieces of content, as you continue to tell the story over time, because it is continuous, can you explain a little bit how you might approach that even in an individual piece of content or how you can keep the story flowing and focus on what they want and maybe honor what that that quest is even on a micro level?