 Today we have an unprecedented amount of innovation hitting us from all sorts of channels, 650 new product launches a day. People are becoming ever more sceptical about the new things put in front of them. Advertisers need to recognise that the model has changed from buying product loyalty to earning product loyalty and that requires engagement. We trusted church, state, government. And then we went into the heady days of the fifties and sixties where everybody went brand crazy. We kind of accepted that those institutions were there and we consumed. The fundamental shift today in light of digital is that people now trust people. They trust each other's reviews on things like TripAdvisor, on eBay, on Amazon. I don't need to believe anything anymore because it has a user rating of 4.6. But the fascinating thing for brands now is how do you become a valuable part of the dialogue? People are looking for more relevant content in every form. So on the one hand we're seeing programmatic advertising happening where we're getting far more targeted adverts being positioned to the user. On the consumer behaviour side consumers are blocking adverts. The moment most digital advertising is not a pleasure. The quality of the ads, the relevance of the ads is very low. And they're frankly a pretty annoying unpleasant user experience. So what do we do? We've got two options. Either make our ads more relevant or we start doing omnichannel marketing. So if we can give people value for attention then that's an economic exchange that doesn't need to be explicitly stated, it's implicitly experienced. But you also need to engage with your consumers and let them have input into your product development. Xiaomi is a Chinese manufacturer. They have a massive online community which they get all the input in terms of product development from and then they sell only through online channels. So they've disrupted the channel rather than the technology itself. Young people, they see participation as almost an inalienable right. So you need to build a crowd in support of what you do, you need to build your own constituency. The role in that narrative isn't chuck them an ad in the middle of their social media. It requires a very different model for how you engage with the consumer. How can you add something valuable to the consumer's experience?