But what does that mean in terms of, well, I guess, mistakes? What's the biggest kind of advertising mistake that you've seen companies make when entering or trying to scale in this region and address those challenges?

In the previous life, like, you know, when we used to plan, we used to get the brief and we used to believe that this is a global strategy and we just made a few tweaks and it will work here.

No one really understands that the audience is structurally different.

The media habits are different.

The decision-making dynamic between clients... and agency is different.

Why we chase impressions and reach? We all know that the market has an extraordinary penetration.

You can buy reach all day and impressions all day.

But if we were to get into maybe the specifics a little bit, could you tell us about a campaign, a product, or a situation that made you think that this could only happen