If you were to put on a fresh long, would you argue for the Merck side?

One of my colleagues covers Merck, and we are buyers of Merck, so we're very happy to own Merck here.

But the move there does feel a little bit generous as well.

Clearly not as much as on the Moderna side, but this is a fairly full move that we're seeing there.

But we like Merck for a whole host of other reasons beyond this opportunity.

Such as? So one of the concerns with Merck over many years has been the imminent patent cliff from the loss of Catruda.

We've argued that Merck has done an excellent job of filling in that gap, such that the gap in revenues has essentially been filled and the market is still not fully pricing in that.

Do you think that strength can be elongated? And to what degree does M&A begin to play a role in some of this?

But I wonder if you'd tell me about how that evolution has happened over the last 20 years.

I think, um, one thing that we've seen is how branded content used to be a deliverable or a piece of content.

So it was like, um, you'd had the, have the campaign, um, for a brand, and then part of that would be seen as branded content.

So that would be maybe something that's a podcast or a longer form piece of, um, video, for example.

And that was a label, branded content.

Um, as time's moved on, branded content has been, has basically gone higher in the hierarchy of, of, um, the marketing mix.

And I think that's really interesting because, um, through these different phases, they, they've only opened up because of how the media landscape's changed.

Mm.

Can you talk to that a little bit?

Yes, indeed.

So about 14, 15 years ago, I moved onto a boat, which I live on, on the Stort.

And on my various sort of drifts into and out from the town, I noticed how much rubbish was in the river.

It's not so noticeable when you're walking along the towpath.

The towpath was in a terrible state as well.

But in the river, you can't really see, unless you're in the water, how much rubbish there is sort of underneath the banks.

Is there anything else that we should be doing more as a community to keep the store clean?

So how do you make that choice when you are narrowing down the selection?

Well, well, the first thing we did was we divided the exhibition in half.

So the first half of the exhibition is great works of art.

It's photography on the wall, framed very beautifully.

And the second part of the exhibition is a kind of archival, um, dive into contact sheets, into magazines, into all kinds of supporting material, which is still photographic, but let's say less like kind of artworks on the wall.

For the first part of the exhibition, it was just incredible to see what Pierre Bergé, who was the, the mastermind of keeping the collection together, what he had managed to keep.

Um, and really, as I said, from the, from the first pictures you have Yves Saint Laurent's portrait when he was still at Christian Dior by Irving Penn when he was 21, I think.

How do you think that role h- has evolved?

Walk us through what happened and how you ended up under the knife.

Yeah.

So, uh, I originally went to cloud as a, as a two way, uh, as a pitcher and an outfielder.

And so I was still in a bullpen and, uh, I think my first bullpen back from when I break and, uh, just got a little, uh, elbow tightness in one of the pens.

And, uh, yeah, um, I thought it was, you know, nothing.

I mean, I haven't had elbow tightness before, but didn't really think too much of it.

And then a month later when I was still hurting, decided to give him an MRI, MRI, found out it was torn in March and, uh, you know, the season was already under, underway and, uh, I didn't play last year and the season's been going well so far already.

for sure uh you're getting yourself ready as well to head to a new school in the fall missouri state talk us through the ideas and what led you down the path to uh joining the bears down the line here

It's his favourite.

I, yes, yes, I would argue that that's, I'm being incredibly euphemistic here.

That's probably a large part of his life.

No, that's not fair.

you've come up with.

That would be great.

Yeah.

Okay.