Look, I don’t care. Yes, I’ve read the research on creative effectiveness. I love Orlando Wood’s stuff. Many’s the dinner party conversation and Cannes party fueled by the ideas. And before you ask, yes I’m all in for climbing WARC and Lions’ ladder but, right now, I just want an ad. I want to be on there. Now. As you know I have stood by our people. I’ve argued with the board that human creativity is our unique asset. But if you can’t get something, anything out there in this new space, instantly, I’ll have to bow to the inevitable.