What happened?

Well, I'll try to make it a really, a, a long kind of, uh, path into this industry relatively short.

Started off as a high school English teacher.

Immediately recognized that the teaching part was one-tenth of that job, and the other parts were managing shortfalls in your budget, politics, concerns at the school, safety, all those kinds of things.

And I was, um, sort of just disillusioned by that relatively quickly in w- in a way that I felt was a gift.

At the time it felt like a crisis, um, but it w- uh, at the...

But what it led to was absolutely a gift.

That's a credit to, to you and your wife.

we've seen a lot of success in is is tacking the tackling the problems from all different angles and you know we do still see how you're growing to your point like your question earlier, we are getting very specific opportunities from brands, but we like to help them rethink about what their problem is and how we can come at it from different angles.

Totally.

I would add, I think that if integration describes a collection of capabilities that might otherwise be partitioned into specialty agencies, media, design, PR in our in our case, the collection of capabilities we have here, I think it's more the cross-functional approach that matters here, meaning like I've worked in integrated agencies in the past or in holding company scenarios where ostensibly you have access to multiple pure play agency types, whether you're a media agency, you can tap into a digital agency or quote unquote creative agency, whatever that means today.

You know, to say nothing of the potential barriers to accessing those capabilities in those kinds of scenarios, whether it's separate P&Ls, separate culture, separate incentives, et cetera, very frequently, even in an all-in-one agency where all those capabilities are housed in one, their working process can often be sequential.

You do not get to tap into a late stage additions, capabilities, insights early enough to make a difference.

And I think our culture, really our P&L structure, which we only have one, and our approach to working our workflow cross-functionally is a more important thing than the fact that we have an integrated capabilities offering.

Yeah,

absolutely.