 I have with me Jack Smale, head of brand partnerships at Buy the Network and Abhijit Sintara, CEO of Atom Network which is part of Buy the Network. Are you guys enjoying Kansoofa? Yeah, it's been good. Oh yeah, we're looking forward to the evening. Yeah, we're going to have the party. Yeah, we've got a party. No learning? Straight to the party? Exactly. Yeah, we won some good awards as well. I think collectively our agency, yeah, I think we had two golds last night. We've had three silvers and five bronze off the top of my head. It's looking good. And then you have a pretty short list in total, right? Yeah, exactly. Yeah, which is incredible. So I think I calculated it's that 32% of our submissions ended up with short lists. That's amazing. Yeah, amazing. So I remember last year at the same spot, I interviewed Perper who was the father of Buy the Network if I can call him so. He was a legend obviously. His demise came as a shock, but as they say, the show must go on. Tell me what are the changes in Buy the Network? I mean, since then, are you operating with a slightly different model? Or is there any change for that matter in the way you're functioning today? Yeah, I mean, losing Per was obviously an incredibly sad and hopeful moment for everyone. And I don't think just people in Buy the Network as well. People from the older networks he represented and all of the clients that knew him as well. I think we really got a sense of the impact that one human being can have on the industry. I think since we've lost Per, part of what he's left us is the connection and the culture that brought us together in the first place. So I think that's something that's almost even more powerful these days because it's something that just connects us through not only emotion and as a friend, but also now as a collective of people who believed in the same values that he did. And you want to build on this legacy? Exactly, yeah, exactly. And you have a very interesting model. You know, you bring together independent agencies. You make a network out of this. At the same time, the agencies don't lose their independence. Tell me more about it. How do you actually operate this on ground? Yeah, I mean, we have, I think, 30 agencies in 34 different markets across the world. So we have real scale at the moment. They all have different cultures and independent ways of attacking different problems. Some of them aren't even creative agencies. They're specialists in digital or planning. We even have an agency Australia that just does planning. So it's a real Swiss Army knife that you can put together. But I think the most important thing goes back to what I was saying before. It's the culture and the family environment that brings us together, which enables us to unlock amazing collaboration that we can see between the agencies. Yeah, another thing is, I think by the network brought in Atom's big atom into its fold soon after he launched. What was that special factor that made you bring him and his agency on board? Yeah, so I can't talk to bringing Atom on board because they were there before I joined. But from what I know, from what Atom represents is not only a complete force of nature in the Indian market, but also just a very agile and inventive agency who really, really embraced innovation. And that's something that is unparalleled in the market from what we've seen so far. So it's been amazing and also having that global and cultural understanding that goes a little bit beyond India as well. Being able to understand the global brand ideas that we can put together and contribute to those as well has been amazing. And tell me, Abhik, what does By The Network give you in return? Oh, there are so many things. One, of course, like you said, we got embraced by Per right after we joined. So that in itself was a huge shot in the arm because he kind of believed what we also believed. It gives us advantage in so many ways because our creative force get to work on global brands sitting in Bombay or going outside. And not only that, it's a reverse as true as well because whenever we have certain challenges in the Indian market for Indian brands who are either locally wants to do something or wants to grow global, we can tap into all the specialist agencies that we have in the family. Unlike classical network, the way we work are very different. It's not that we're trying to gain fame share or money share from each other. We're not competing. We're really coming together for the idea. We're really coming together to help each other because we are not going against each other. We are going together. So that's the beauty of it. So all the vices of a classical network do not exist with us. And that's what I think makes us great. How does the revenue sharing work? Is it an Indian agency working with an agency we make? Yeah, we do. We do a lot of work for a lot of individual markets when the entire BTN force is not coming. Even if there are three agencies which are collaborating for a particular market, leveraging their individual strengths, there is no fixed number. We work out a number which makes it worthy for everyone's effort, worthy of the kind of hours you are putting in, worthy of the kind of talent you are putting in. And it's very transparent. It's very honest and that's how we do it. And you want to elaborate on some of your global plans? Oh, there are many. In fact, we started with Snapchat. The entire global relaunch was done by four agencies coming together. We worked on Netflix launch, The Witcher show. We worked on Amazon Prime Video together. We are almost on the verge of closing an Alcobab line. And we have been doing a lot of market research in India because like he said, most of the global brands today see India as a great market. It's a very big market for them. So having an India presence with an agency which aligns to the vision of the overall global BTN philosophy, I think is an advantage that we see a lot of clients buying into. All the best to both of you. Thank you very much. It's been a pleasure. Thank you for speaking.