 There's some remarkable work that's been done in by by these professionals really across the globe Some of it presented very well, but some of it leaves a lot of room to be for improvement But it's nice to be able to sort of look at some of the passionate campaigns and the entries that have come in today It's nice to see the fact that we have at least More than a handful of very very very promising talent that will take the industry forward in the years to come The promise for the future is something we are truly looking at. Do they have the maturity to carry it forward? Are they being able to carry their teams forward? What are the endorsements and testimonials that they've been able to receive? Because clearly everybody who's on the list is an achiever They've done very good work and that's why they are maybe at the helm of affairs in their companies or leading sort of practices in their own PR companies So beyond that, what is it that they've been able to contribute is something that we've really looked at very very carefully Grow it become true consultants to your clients We should move towards becoming management consultants You know in the communications domain Let's sort of move away from very tactical approaches only while we have to do that We need to better ourselves with every every every new campaign new client every year