 I think that both brands and intuition hold equal importance to brands. I think that hopefully from the session that you've seen, you've seen how bringing the two together drives more creativity, more personalization, things that are better received by the consumer because it's more appropriate to them and all of it to drive business results. Because ultimately bringing data and intuition or creativity together must drive business results. In our experience bringing together data and intuition to help brands has come in many different forms. In some cases it's about telling beautiful stories about food like we did for Tesco. Their food loves stories. And then using that data to personalize the delivery of those stories so that what each consumer received was really important to them and very relevant to them. Because quite frankly there's nothing more personal than our relationship with food. And in another example it would be these, for example, data and technology like what we did in Russia for TheraFlu and used machine learning against the data to be able to predict flus as they were coming through to different towns to be able to give people the warning that the flus were coming so that they could prepare themselves in order to be able to get the medicines that they might need, get TheraFlu in stock. But the other benefit that we saw there is by being able to predict where the flus were coming we were also able to help TheraFlu make sure that the stock was in so it also changed their delivery routes as well. So it had both a business benefit as well as a consumer benefit and of course great business results for them. Yes, in 2015 I did say that digital is more of a mindset than a medium. I think we've come a long way in the last three years. I think it is a mindset. I think people are thinking much more about how do we use data and how do we use it not just to target and to deploy media but also how it can be used in the creation of it. So for example the work that we did with Snickers in Australia for the hunger rhythm, the data was simply the social sentiment of the country how angry they were and the angrier the country was the lower the price of Snickers was in 7-Elevens because we were able to give coupon codes which actually had live prices dropping. And so I think that's a beautiful case where digital thinking it wasn't a digital campaign it was digital thinking in a large campaign that was very much in the family of their hanger campaigns so I think it worked very well. Digital was not just used as a delivery mechanism but it actually was the content itself and I think that was very well received.