 I think what's important to realize is that as brands we need to move from creating communication to creating content and that requires a slightly different mindset. It's not the same as creating communication strategy. Communication means as a brand when you're speaking to consumers. Content means you're creating content for the love of entertainment, engagement and by the way the brand is part of it and therefore that's one part. The second part is the authenticity of what the brand stands for that needs to reflect in the content. So it's not about creating content to sell only but creating content that brings the values and what the brand stands for. So in that sense if you call that a strategy, yes every brand needs a content strategy and bring that to life. What it means is firstly you need to have a very strong and powerful brand that you can translate. If you look at most of the content that we are consuming today is really really well thought out and strategized. If you look at for example say I was talking about it earlier, the Marvel Avengers series. I mean if you look at their content strategy they've been working on it for the last seven eight years and they've got us hooked. It's very very planned and deliberate. So that kind of thinking is what you need but again comes consumer out, comes reflecting your brand philosophy and not necessarily with the intent to communicate and to sell. I think it's from a brand point of I think two ways perhaps. I think the first thing is whether the content is being watched and loved. And I think that is probably the first KPI, how much it is being watched, how much is it being loved and how much is it being shared. The second of course over a period of time and again not in short term because I think it's difficult to perhaps measure brand KPIs in the short term for content but over a period of time is your brand love, is your brand affinity, whatever your brand metrics are they growing over a period of time if you're constantly engaging with the content. But again big word there is not to look at it in the short term but look at it in the long term over a period of time.