 So, criteria for evaluating the campaign, obviously the first criteria is the objective, what was the campaign design for, what was the end in mind. The second criteria is the ideation, the quality of the idea, the credibility which typically is a partnership between the agency and the client. The third criteria is the execution, the quality of execution. The best of ideas fail with poor or sub-par execution, that's very important. And obviously in the end the results matter, I mean the results could be increase in brand, you know, regard or brand scores, increase in market share, increase in sales or all of the above which is the ideal scenario.