 My name is Greg Gordon. I'm the Creative Director for Ignite Studios at Warner Media and I'm here to talk about brand storytelling. Telling great stories in a digital environment provides a more intimate experience. It gives you an opportunity to reach out a little bit more closely to that audience member than maybe you get in more traditional outlets. We're here to tell stories that you, the viewer, can't keep to yourself and we're here to do it with an advertiser's message as the very inspiration of that story. The brands that I work most closely with are Adult Swim, TBS, TNT, and True TV. Those are networks that have built passionate, loyal audiences, mostly on TV. But what we're doing now is giving fans a different way to engage with the brands that they love. One of the luxuries of working in the digital space is that there are so few rules invented already. We can partner with a brand and do something totally unique, totally special. If you can teach people something, if you can make people feel something and give them something more than what they're expecting, over index on expectations, be very generous about what you're giving them. You're going to create audience, you're going to create loyalty around that, and to me that's what works. Making something that audiences want, audiences see themselves in, can relate to and feel grateful for having stumbled upon in the first place. In the digital space, we have very sophisticated tools to understand our audience better, to understand what things will pop. We use those as tools just like we use any other tool to fulfill a creative objective. This is not the end of branded integrations. That's a thing that has worked forever. I feel like that's been around since TV began. We're hitting audiences in a different way. It's not the end of one thing, it's just a new thing altogether.