00:00Peter, do you want to talk to me also about initiatives you're doing with creators,
00:04maybe on social media? Yeah, I mean, especially when it comes to finance right now, influencers
00:09are, they're influential. I mean, that's where the word comes from, right? And so you have to
00:15work with them. They are so core to helping to explain, especially to Gen Z and millennials,
00:20what a good financial investment is to demystifying things like interest rates,
00:25why occasionally the Fed will drop the funds rate and mortgage rates will stay the same.
00:30Sometimes they go up. That's incredibly complicated. It's really hard for us as a
00:34brand to explain that. So you really need to work with creators because they're more believable.
00:40They're more credible than we can be. So I think it's essential to any marketing mix these days.
00:45I mean, I sometimes imagine what it would have been like to have my job in the 80s or the 70s,
00:51right? Where you'd like run one ad on NBC and I don't know, go golfing. I don't know what people
00:56like, I don't know what people did.
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