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Seeing some, i don't know, how shall i say, some less powerful influence. so we've looked at a number of different elements of the advertising experience — from benjamin's point of view as a publisher, from yours and from the agency side of things, in terms of where you place adverts. i'd also like to ask about the creative process. sophie, i know you were telling one of my colleagues that one of the things that made you want to work in advertising was the famous tango blackcurrant ad of quite a few years ago, which, for those of you listening, if you didn't see it, saw someone, in theory, f...

And i think the traditional influencer model is certainly seeing some, i don't know, how shall i say, some less powerful influence. so we've looked at a number of different elements of the advertising experience — from benjamin's point of view as a publisher, from yours and from the agency side of things, in terms of where you place adverts. i'd also like to ask about the creative process. sophie, i know you were telling one of my colleagues that one of the things that made you want to work in advertising was the famous tango blackcurrant ad of quite a few years ago, which, for those of you ...

You have to cut through. people have to notice you in the first place. if they don't notice you... they don't really care about brands and they don't really care about advertising, and so you have to get their attention. if you don't get their attention, then everything else is immaterial. so i think there has to be a degree of risk—taking... risk—taking's the wrong word. there has to be an attention to really getting people's attention... if i can say... yeah, of course you can. ..our biggest period - of the year isn't actually christmas, it's pride, because obviously. we're lgbtq+ focuse...

Do brands feel as enthusiastic about being scared as you do? yes, it's often different and it's where lots of our interesting debates happen. but i think that it has been a time for caution, certainly over the last year, understandably so. but i think that the brands... dino mentioned it earlier — you have to cut through. people have to notice you in the first place. if they don't notice you... they don't really care about brands and they don't really care about advertising, and so you have to get their attention. if you don't get their attention, then everything else is immaterial. so i thi...

But do you think that, creatively, because of the pressures from social media, the risks for brands of getting it wrong, that it's possible to be as creative and as risk—taking as perhaps you could have been 15, 20 years ago? yeah, it's a great question, that. "i really hope so" is my answer. ifeel like there is going to be... i mean, i see often — and i worked obviously through the last recession — i think, often, these situations actually provide us with a sort of creative renaissance. i think difficult situations often force people to think more creatively. i think that perhaps blackc...