Like DCMS, for example, the digital and DCMS is bigger than the CMS part.

Within that, there's even more nuance because I feel that within policy, is it now the last government with the last prime minister, Keir Starmer, to create the industrial strategy creative sector plan? It focuses on areas of the creative industries, which I'm flummoxed by, quite frankly, advertising and marketing.

which to me feels like last century thinking, given the way that AI is going to dominate.

Basically going to have personal adverts.

It's already happening on our phone.

The film industry is at 68% unemployment since the strikes in the States and the ongoing issues that that's had and poor decisions around tax breaks for film studios that were being built left, right and centre by American conglomerates, and now are being snowballed, and 75% of the sector wants to leave.

So, you know, fashion isn't even in the conversation of a creative sector plan.

And they're not