 welcome to exchange for media. With me today is one of the most celebrated and renowned creative officer Mr. Bruno Britelli, local chief creative officer of Fugus' worldwide media. Welcome and thanks for doing this for us. So you know my first question is, what has it been to come back to Cannes after three years? Like people again, everybody is nicer so it was a big thing coming back. If it is not too late because obviously a lot of people have come but it makes a lot of difference. Especially in the work of life, discussing the way to get to the work. So it is a lot of work. So you have been watching the world fair in the last few days. So do you see any kind of pandemic effect on the work? Have you changed? I think there is a big change. Today the work after happening and then it is much more a topic of what does it mean? It means that you need to be on what's happening outside of the street in life. So what I'm, and I will be saying very very clearly that to me, the purpose of the work is that it's like and actually the topic of the work is what actually is going to go back to Cannes. It doesn't mean not to be in the work of life. It doesn't mean not to be relevant in the work. So in advertising I would say that now the brand is more important than that. So you know Paul, I feel that you know our advertising world is becoming very tech and data heavy. How do you keep the creativity alive? It's a good question. You know innovation, technology today is prestigious. The only point is being able to maintain the tone of voice of brands when you apply innovation, which is not so easy. You know when you go innovation, then here is innovation. But it's difficult to find an angle that actually can be ownable for a brand. And the tone of voice, the language, it will make a difference. Recently in India, it's been two years since the merger of BBH and Worldwide. How did it help the agency overall? And did you try this experiment in other markets as well? So in India you had merged BBH and Worldwide, right? Two years ago. So how did you know what the relationship really looked like? And did you try doing it in the other markets as well? She used to have one in the other markets. And BBH has merged in some of the countries. And also to add that there are traditional partners on BBH, one of the small parts of a network. And they regroup like this is obviously very new. But we have different realities depending on market by market. As you know we are a country model. A country model means that every agency of the group has different positions. I mean like for example India, where as China, you meet up with a more solid consult of the agency or the most really good. It depends on the market. Before we close this, if I can ask you some of the things, you know three to five things that you see in a creative agency of the future? This is a good question. I think the big thing is the merging data. I think the problem is that we also are in the group of executives of this ambition. From data to the beginning of the process, really could be something of two types of new clients that a lot of people are thinking about the irrelevant in advertising, you know, as people and as a new person. If you ask me the future is this data and the activity together but it's in the future. Thank you so much for speaking to us.