 When agencies approach us it's all about marrying both kind of the creative messaging and the data and science behind it and who can bring those two perfectly together so we can tell the creative story in the most targeted most efficient way. I think in order for the media campaigns to continue to be strong and evolve we really need to make sure that the insights come out very strongly that they're really tied to a media idea and that the execution tells a really great story and quite frankly we have the fantastic results for the brands. If you're spending all of your time to defend business you have and to pitch business you don't have, it's not time for and not not enough talent also to do great works. One thing that gets in the way of agency relationships is just the need to get really technical really fast and get into the weeds and it's about stepping back and looking at the macro objectives of a brand and a client and then kind of going from there and diving into what solutions would best work. Changing agency over two or three years is is a devastating for creativity actually in the marketplace. If we don't do both the industry is going to become nothing more than everything's data-driven which is important but if there's no creativity or strategy included it's just something that our clients will be ultimately able to do for themselves and that's dangerous to our industry.