 For us, the best strategists are the best choice makers. Think of them as the people who maybe traditionally were thought of as being the smartest people in the room, but they're actually the people who are best able to make choices, to present choices, and in that way they help our teams decide action paths because now kind of anything is possible in marketing. And with all of these options, teams may really need better ways to make choices. They need better option sets, they need better insights, and all of this can be delivered in a creative brief or a workshop or an elevator conversation. But first and foremost, it's about making great choices, and that's what our best strategists do with their teams every day.