[laughs]

...

the job of great agencies and great strategies is to connect these things in a way that makes sense, not just for the business, not just for the CMO, but also for the audiences ultimately that you are trying to serve.

Um, I, I think one of the biggest problems sometimes is both agencies and clients thinking about briefs as a fixed process and artifact, um, whereas really what it is is it's, it's the kind of combined, distilled best bit of thinking so far.

And, and then it's about how do we challenge that? How do we build it? You know, kind of to, to the point of, that you were ki- that Marcus was making, and you were saying, like, briefs, briefs are hard things to write because they should be hard because it's about distilling thought processes, distilling knowledge, distilling strategies down to things.

That is necessarily a difficult process full of friction, but that friction has to be embraced.

But it only works, I think, if you, one, you kind of say the job is to kind of politely, respectfully challenge it.

To, to your point, the author [chuckles] who l- ultimately is responsible for here's the strategic path forward, y- it, it's not gonna be at its best if it's not representative of the, the piñata of meanings that is reality, and that requires sourcing it from other people.

It's, um, [laughs] it's hard though.

Well, not long to wait now.

Here.

Why don't you take these into the living room and we'll put something on the telly, you know? I'll give Poppy a shout and see if I can drag her away from her phone for five minutes.

[laughs]

Yeah, I'll get it.

Oh, don't bother.

It'll be someone collecting for something.

Yeah, maybe.

[laughs] Oh, come on.

Cheer up.

It were a nice idea trying to build bridges with Brian, but with some folk you just got to accept it ain't never gonna happen.

No, I know.

You don't need to go offering him free promos for Home Farm anyhow.

Just keep proving yourself to Esme and don't worry about Brian.

All right?

That is not what a baby is for, Will.

Look, I know.

I know.

I, I'm not saying it is.

I'm just saying maybe, well, we need to try and look on the bright side.

Ugh, on the counter at Boychester Farm Supplies.

Well, and, uh, online stuff.

You know, at least she does have work, and she does love him.

Oh, mate.

We had 11 brilliant years together.

We had Poppy and Jake and Mia, of course.

That's more than some folk.

Reckon that's my lot in life.

No point trying for more.

Jesus.

Will, mate.