Yeah

So one of the things I've actually really struggled with, um, over the past probably couple of years is, like, if you go on...

Like, I like going on the internet and reading about design and hearing about what people are doing and stuff.

I actually definitely used to really enjoy that.

But now if you go on social media, your feeds are all...

It's, it's, it's all, "We're gonna..." You know, "Designers are dead.

This is over.

Yeah.

I wondered if there's kind of any things that have happened that in terms of that relationship between brand and agency and the way that branding has evolved, it's felt more challenging for you to get to grips with or more challenging to navigate.

So there was a real shift, I think a few years ago, particularly with digitally led brands, where as an agency, you had to get much, much more familiar with how to create for a digital brand.

And what that meant was not just the discipline of thinking about the end user experience, but also the tools that you would use to get there.

And then also, certainly what we found is the way brands wanting to work in a much more collaborative way, like hiring very, very highly skilled designers on their end.

And it not being a case of the client briefs the project and the agency does the project, the way we're working, and I believe the way lots of others are working as well, is it's much, much more collaborative now.

And that takes quite a different mindset that we've all had to learn and adapt to.

I think the result of it is much, much better work.

And the magic is when a brand can do something that's completely different or find an agency to help them do something that's really pointed.