We are brand communicators, not an advertising agency. So we decide as a group, the best way to unveil the brand in the market and how to share that brand experience with consumers. That could be in the form of an event, a strategic brand alliance or an ad but more likely than not, a combination of numerous initiatives. And while we will deliver those initiatives with creative excellence, we pride ourselves on flexibility and adaptability. The brand determines what we do, never the other way around.