So what's your perspective on that?

My perspective is that it's a matter of do awards validate work after the fact, or do they reflect what's happening daily within the agency? And I think it's the second.

I mean, they do both, but the second matter is more than the first.

You know, the things that people do that win awards are the things that win campaigns, that produce winning campaigns.

There's sharp strategies up front, real measurement, as we've all talked about, and a point of view maybe the client didn't already have.

So you're really helping the client find their own voice in a way.

And so I think that the idea of... looking at who's judging you and to pretty point, you know, what actually was the award for? And there was one other thing that I would mention is, you know, with BOSBAR coming up on 300, this is not a flash in the pan.

Then, John, when you're evaluating agencies or in that position, seeing the awards, how much does that matter in terms of who should be winning a contract?