Can you walk us through that through your 20 years? Like how has the industry changed? And then as you look over the horizon, what are your expectations?

Great question.

So interestingly enough, when someone new comes into our agency out of out of university i always i'm now the old guy that tells him about the good old past when i started out i was working primarily my main account was thomas cook uh travel agent here in the uk and my job was to do window displays So organising posters and adverts, window displays every week of whatever offer is going at the weekend and helping to manage through the rebranding of their stores.

So a lot of project management and a lot of design for print.

And at that point in time, we were primarily a creative marketing agency so marketing at the core had the creative output but i would say when i started my career every single project had an element of print so if we think from a business model perspective you'll be making some markup on print so you'd have your creative fees but then you would also have whatever you were printing and making some money on that that is non-existent pretty much in the agency world now because the amount of things we print is minuscule it would be single digits percentage probably one or two percent of projects require an element to print as my career moved on this um thing called social media cropped up and in the early days if you can remember it was uh well you had myspace and everybody was friends with i think tom was the founder on myspace And then this thing called Facebook cropped up and it was really just a place for me to connect with old uni friends.

And you just have a button on there that you poke someone to get their attention and you would share the occasional picture.

And at no point did all of a sudden you go, this is going to be the thing that disrupts the way that we connect and communicate to what social media has ballooned into today.

it?