But I'm saying the probabilities of dying are way higher than for the companies who invest against a bolder vision.

So I'm in agreement that simplification and technology investments, at least across larger agencies, are the right move.

But at the same time, it seems to me like oftentimes it comes at the cost of, if not creativity, then at least creative culture, right? And so what I'm seeing is the agencies that are killing it at media strategy and being good media agencies, i.e.

publicists, are very different than the mischiefs of the world, the creative darlings that everyone is excited about.

And so I just wonder if there's going to be tension there, right? Because I haven't heard, and I've said this before, and it's not a critique of any of the holding company agencies, but creativity is not being put on a platform the way that it used to be.

And so where I'm going with this, Brian, is do you think that investing in AI at that top level is going to result in some kind of sea of sameness when it comes to media strategy once everybody hits parity and nobody's invested in creativity?

But how do you think it's going to affect the agency landscape? Olivia, you first.

So how do we think it's going to affect the agency landscape more broadly? I think that the pathway for midsize independents to take business that would otherwise have gone to an independent IPG I think it's a great opportunity for them, and we're going to see a lot of independents win as a result of that.