Yeah.

And that sense, particularly as brand owners and, and marketeers, you are building something for the long term.

So general principle about it all.

How do I want it to look? What do I want it to be? I...

This is a business.

It's a not-for-profit organization, but it's a business.

I want it to thrive and be there, and it's a brand, and we all know the importance of sowing the seeds today that will build value in the long term, um, when you're doing that.

Yeah.

Some brilliant insights there from Jennifer and our final guest today is Sophie Devonshire, Chief Executive of The Marketing Society.

What does that actually mean? Well, it means I have one of the best jobs in the world because I'm part of a global community of marketers who mean business, incredible people.

So The Marketing Society was founded in 1959 in a pub in England and we've since then grown to be a dynamic global community.

So we're in England and Scotland, we're in Singapore, we're in Hong Kong, we're in the UAE, we're in Saudi now and we're in New York, which means when we're here at Cannes Lion, we can bring together members from around the world and we're a community, so we know that when we come together, we unlock the best in each other.

I am also a proud Wackle member.

So I'm here at the Empower Cafe because I want to support what Wackle are doing.

I'm so excited about what Wackle as a network is achieving right now, and it's a brilliant place to see how everybody is connecting up, learning things, and it's a brilliant opportunity for people to be face-to-face, to have that human connection in the cafe.

to be