 I have with me Kate Stannis, the global chairperson and CCO of Sachi and Sachi, a very, very respected creative profession. Which is why we want to really ask you, how would you compare yourself, you know, when you joined the industry several years ago, with the new blood that's joining today? I think you're very kind, several years ago, it's many centuries ago. I think there are sort of things that are similar, I think there are, and of course differences, but I think they're basic, if I think about myself when I started, and the people that are joining. I think there is always an inherent curiosity that creative people have. And I think that sort of goes from generation to generation. I think you need that sort of curious mind to discover things, to be interested in things. I think a lot of advertising creatives are problem solvers, and I think our job is sort of solving problems in interesting, compelling stories. So I think those are some basic traits that just haven't changed. It is different, I think. I think this is a generation that does things on their terms. And I don't think I have that confidence to do that. I sort of went with the system and the flow, and learned how to do it, but I think there is a really, it's an amazing quality actually to have a self-confidence, a self-belief and kind of get a sense of who you are in the world. And therefore, often they ask, what's your company going to do for me? Not. Yeah, you could say that's good or bad, but I think there is a slight difference that actually before we would join businesses and be very much part of that, I think now there is a sort of job for agencies and businesses to make sure that they are attractive as environments for young people to want to come and work with, that share their values, which I think are very important to them. And I don't think I was as sophisticated in understanding what my motivations were. And I think we get a lot of people coming into the business that do understand. And you have two young NCDs in India leading the business. Yes. What would be your advice then? Well, I think, you know, thinking about when you first become a CD, it is really different to being a creative. And that's something that you learn by doing. So no one can really teach you. And so I think the best advice is you have to throw yourself in. You go with your instincts. You've been given that opportunity because you're really good at what you did. But now you need to learn how you help others be really good. You know, so I think that's one of the things that you learn, that you make a step from kind of being your own boss in a way, because you're thinking about your ideas. It's about sort of, you don't need to think about how you need to sell that to clients, da-da-da-da-da. And actually, and maybe you're working a little bit on your own. I think when you're a project director, it's about building teams. It's about trying to motivate to sometimes have a North Star to set a vision for everyone. So I think it's often about creating the right environment for other people to thrive. For me, that was always about creating a culture that was fearless. So people didn't worry about failure. But I think it's about really saying, what is the best environment where the people that are working with me can thrive? Ananda Birre, can we have a talk about awards? I think Elingi Sachi and Sachi had this one entry. Everybody loved back in India for the set look at the camp. Yes. But it hasn't secured many shortcomings. Unfortunately, it's really different. Yes. And the last time that I think Elingi Sachi and Sachi had one look at and I was 2017, which is like many years ago. How important are awards to you as an agency? And would you really, really want them to be aggressive with regard to awards? So when you say aggressive, I do not believe anyone should pursue awards. I think they should pursue great work and great work for clients.