 It's not a pain point but it's something I've noticed. I feel it and a lot of my peers I'm sure feel it. It's almost this thing that when we say digital it's almost like an afterthought. So when griefs go out, when agencies work on them, you do the big idea first and you make the TV see first, which is understandable because that's how we've done it in the years. And it's only after everything is over then it's now it's about ticking the boxes and then you start to think about it. And then it's whereas when you start with almost at the same time and in instances when we've done that, when we've been in rooms where you know the griefs have come at really upstream, you can then create for platforms, you can ensure that the work isn't just sort of retrofitted and optimized but it's made specially leveraging all of those superpowers that are available on digital. And I wish that that would happen a lot more because when that becomes a priority and people the best creatives start working on it, then awesome work will happen. So that's the one key pain point I find that I wish that would change. Because the intent is there, the talent is there. It's just the prioritization of how late it comes in, whether your best people are working on it, whether it's at the heart of what we do.