00:00We look for the partnerships where the consumer is.
00:02So, for example, one of the works that we have running this week is with Kleenex,
00:08and there is a crying score.
00:11So if the film makes you cry a lot, so we have the number of tears,
00:15so you know you're going to cry tremendously after that,
00:18instead of having the rotten tomatoes.
00:20So it makes sense to be in partnership with them,
00:24because they are the place that people go to know if that film is good or not.
00:28There are places where we are partnering with weather companies.
00:32There are places where we are partnering with customers.
00:34There are places where we are partnering with content producers.
00:37So for us, I think we need to put the consumer first.
00:41Where are they going to with the touch of visionary?
00:47Because otherwise you keep going to the same place that they are going,
00:51and somebody needs to do the leap.
00:53And when you do the leap together with the partner,
00:55then you start creating some great magic.
00:57I don't know if you feel the same.
00:59No, I totally agree, and I'm going to keep with the leap analogy to say,
01:03you know, to build and say, you know, for us,
01:06the partnerships that we try to focus on more and more now
01:10are those where we actually have a partner who's going to hold hands
01:13and leap with us, because, you know, if you're sort of in a partnership
01:18and you feel like it's a great potential,
01:20but the other partner isn't bringing the sort of full sort of excitement
01:24and their resources to bear, it won't resonate, right?
01:29And so, you know, I really like that analogy.
01:31You have to hold hands and sort of leap together with a partner,
01:33and when two brands lean in together, that's where we've had the most success.
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