from London.

I've been working in the marketing and advertising industry for 27, 28 years, something like that, across whether it's publishers, website startups.

different channels, agencies, whether it's network agency, independent agencies, across all, whether it be paid advertising, search marketing.

But now, as of the last, coming up to four years, I've been deep in the rabbit hole of influencer marketing, but influencer marketing for B2B.

So it's been very interesting to see, you know, a different space, very social media driven, not an area that I've necessarily worked in previously, but it's been a really interesting challenge to start a business in a space that I didn't know much about to be honest, but I could see probably about four or five years ago that it felt like this was a space that was going to go somewhere just because of the instincts around when you look at consumer influencer marketing it's built on trust it's built on recall it's built on um you know finding people that are like-minded and that feels like a very you know tendencies that really smack of b2b um so it just felt like a natural home but it didn't feel like anyone was particularly servicing it so i thought i'll give it a go

So that's an interesting take, isn't it, on storytelling? Yeah.

Yeah, and I think it is in line with kind of what we see when we're speaking to content creators because the idea a lot of the time is like, okay, we're working with a brand who's got this message, this story, but how could you see it through your lens? How do you adapt that for your audience so that it makes sense? We're actually working on...

Working on a brief at the moment where it's totally that.