The agency leadership team sets the overall direction, but they rely on staff to experiment, meaning learning AI tools is a job requirement.

There's an expectation that people innovate in the work, and so that is part of how employee reviews are undertaken, and the other is that they're innovating in their workflow.

So, you know, how are you, how are you, uh, looking for ways to make client work better, and how are you looking for ways to make the way that you work better with these tools?

Okay

... and sharing, you know, skills that they've created.

Um, so I think, you know, it's probably not a surprise at Cannes that, uh, creatives are somewhat competitive [laughs].

And so if you, if you kind of, you know, give people a challenge, then-