 Are there any symbols you've had to lose? Like, are you keeping the bunny? We keep the bunny, absolutely. Yeah. Hi, I'm Stephanie Patterick, Executive Editor at Ad Week, and I'm here with Rachel Weber, who's the Chief Marketing Officer of Playboy. And we're at Brand Week in Palm Springs, where Rachel's gonna be speaking. It's great to have you here. Thanks for joining me. Thanks for having me. Yeah, so to start, I wanna know what are you most excited about that you're working on at Playboy right now? I joined Playboy almost a year ago. And the thing that really motivated me to join was this opportunity to take this big, iconic brand that has global recognition around the world and really worked to make it relevant for audiences today and to do that through products and services and the storytellers that we hand our platform over to and to really dig in and understand what's at the core of the Playboy brand. And the way we articulate our mission is to create a culture where all people can pursue pleasure. And that has a set of underlying beliefs. There's more civil rights work to be done to create a world in which all people can pursue pleasure. That playfulness in a playful tone helps open minds. That a healthy relationship to sex and sexuality is really part of leading a fulfilling life. So to understand the core DNA and then to work to turn that into the right products and services and formats that people are going to engage in today. That mantra, sort of the pursuit of pleasure for all, is that historic or is that something new that you guys have come up with? Yeah, so that framing and that articulation of the brand mission is one that we developed over the last year, but we developed it by really digging into an investigation of the DNA of the brand. So we spent a lot of time reading the historic writings of the Playboy philosophy, really digging into understanding the advocacy that the Playboy brand did and the Playboy foundation did over the last six and a half decades. Everything from advocating for LGBTQ rights to abortion rights to the decriminalization of cannabis are things that have been part of why Playboy has existed. And there's certainly elements to the brand that are not relevant to today and there's symbols that are somewhat anachronistic. And we are being very open and thoughtful about how we either evolve those through creativity or don't take those on the journey. Are there any symbols you've had to lose? Like are you keeping the bunny? We keep the bunny, absolutely. But the role of the bunny is one that we are, that we're working on and that we work really closely with those who serve in that bunny role in our experiences. I'd love to know what innovation you see on the horizon that has the potential to change the way you're doing business. We think a lot about all innovation that provides more inclusion and more representation. That's both in actual technology innovation, things like the code list movement that's going on right now where you see the kind of democratization of product development. For those who don't know, tell me more about the code list movement. I think there are a number of companies and communities out there who are building toolkits that just basically provide the systems and infrastructure for anyone to go on and build a website, design a website, build a digital product functionality. So it's less about having to actually learn to code and it's more about here's the kind of sandbox to plan and then they can build upon that. That's really cool. So for a brand, you can bring community into the building of the product, not just the consumption of it. So here's a hard question. But what keeps you up at night? You know, I think that in today's day and age, when you have one of the world's most iconic brands and really any brand for that matter in a world of social platforms and both digital and experiential touch points, every single touch point that you put out there to the world matters in consumers lives. And it's a lot to wrangle all of those. And particularly when you're going through, when you're taking a brand that's been around for 65 years, there's certainly tons of consumer touch points that you're not actively creating today. Playboy and really with any brand out there today, I think it is, it behooves you to acknowledge to consumers the journey that you're taking them on and to always be very open with them about and to acknowledge that every single one of the experiences that you create is one that represents the relationship that you're building with your audiences. Okay, last question for you. What is the best piece of advice that you either received or you've given? The best piece of advice I've ever received was to hire people smarter than you. I think your team is everything. And your ability to, the opportunity to learn from your team also is just one of the greatest gifts. Yeah, that's great. Rachel, Weber, thank you so much for joining us today. Thank you for having me. I can't wait to hear you speak. And thank you all for joining us for Top of Mind.