BONUS EPISODE: Live Recaps from Cannes Lions Festival of Creativity

[00:00:00] Welcome to Unpacking the Digital Shelf, where industry leaders share insights, strategies, and stories to help brands win in the ever-changing world of commerce.

[00:00:22] This is a special edition of Unpacking the Digital Shelf, where we will be recapping the Cannes Lions Festival of Creativity. I was on the ground this week and had the opportunity to summarize each day with my colleagues Colin Lewis and Curie Masters.

[00:00:39] This is a mashup of the themes from each day. Please excuse some of the audio because we were live on the cross set in France, but it's an exciting opportunity to showcase the themes and the changes that are happening in the industry. Hello everyone and welcome to Cannes Day One with Lauren, Colin, and Curie. Alright, we are here. This is my second year. This is your what, Colin? My fourth year. Wow, and Curie, your first year. Welcome!

[00:01:08] I love the riff-raff in this year. This event has gone downhill. I had a word with the organizers and I couldn't stop it. It was unbelievable. Not even you! Not even I can't stop it, but I will have my way tomorrow. Ah! Oh, the Celebrity Death March. Yeah, Curie and myself and Andrew Lipsman. Tete-a-tete because we're in the South of France. Tete-a-tete. It's going to be epic and I will be cheering in the audience. I'm super excited. Well, Colin, since this is your fourth year, what do you think is different this year? Because I have some observations here.

[00:01:37] Well, it's bigger than before, that's for sure. There's even more of our friends from across the pond here as well. Ad Tech is a huge feature. And guess what? AI is a huge feature. No! I know it's amazing for your audience to find that out, but it's incredible. Yeah, that's what the big thing. Also, it just feels even more of a buzz. Last year was a buzz, now it's a real buzz. And it's only day one at nine o'clock walking down here down the closet. It was packed.

[00:02:06] 100%. Yeah, I agree. There's more retail media networks. So I saw Albertsons this year. CVS is here this year. There's Amazon and Walmart and Instacart and all the big players. And the commerce media networks as well. Chase, Marriott. I was just about to say that. Yep. They're out in force. Connective are having parties. There's a few parties on. Two years ago, they weren't even here. Not as many brands. No, that's true. I think all the brand stuff is in the Palais itself.

[00:02:33] You can see a lot of people purely in the Palais looking at the rewards. So there's kind of like a church and state separation. There's all the people from the vendors and retail media networks and ad tech and Google, Facebook, everybody here. But then in the Palais, it's where the creative and the agencies and the brands are. But I think that's a problem, right? Shouldn't we all be together having a joint conversation rather than having the creatives in the Palais and then the retail media networks outside?

[00:02:58] It's a fair point. But, you know, as anybody who's read any of my content, you see that I go and say, where are the CMOs? And they're not done talking to us mere peasants in the retail media world. That is true. That is true. All right, let's talk about highlights. Kira, you have a highlight from the day? Yeah. So this was announced that Andrew and that Andy Jassy is the creative of the year. Andy Jassy? Andy Jassy. Oh, wow.

[00:03:26] It just came out today. They've announced different and they're often tech figures as well, ironically. But yes, I'll have to pull up the exact title. But that was the announcement. And, you know, Amazon, huge activation with their beach there as well. So it's Amazon's year. Oh, exciting. Yeah. Colin, what's your highlight?

[00:03:50] Well, my highlight was the fact that there's been three or four announcements by 10 o'clock this morning by a couple of retail media networks in the US. Albertson said a big announcement with Stratocash. CBS had an announcement with Reddit. And they're very interested in choosing CAN at 10 o'clock in the morning on a Monday morning to announce these things that are essentially American domiciled announcements. So you can see the power of what CAN can do in terms of how that message can spread around the world.

[00:04:15] So, yeah, it's been kind of an interesting thing. Very new to CAN. Very new for the years I've been coming here. I agree. The big thing for me was Reddit Insights that was launched today, which was really exciting. It's incredible what they can do. So you can actually look at the insights for your specific brand and drill down to like what people are saying, who the audience is. You can look at different audiences compared to different regions. Like it's actually taking it's basically scraping Reddit as an insights platform.

[00:04:43] Yeah. And brands can actually look at those insights and then put that back into their R&D and their product development. Are they going to put it back into ads on Reddit? Yes, they're going to use the audiences for advertising as well. Offsite? Offsite and outside from what I could see. It was quite new this morning and there was a lot of... Brand new. They had a lot of... they had a brand on it, a pharmaceutical brand on it. So they got into some fairly gory details about this particular type of product you could use on it.

[00:05:10] And we're like, yeah, I don't think I really need to know about all that sort of use cases for, you know, personal products. So it was very, very interesting because obviously people on Reddit are for the most part anonymous, you know, C. Lewis, 155Z, you know, kind of thing. Yeah. Is that your Reddit handle? No, maybe. No longer anonymous. Yeah, yeah. It's like, yeah, yeah. No, the... so it's anonymous data. So people in theory are telling you a lot more who they are, what they really think. Right. Yeah.

[00:05:38] So you're like, yeah, that's kind of interesting. So if you could build a portal into that and access from that portal, yeah, that's kind of interesting audiences. I just wondered, yeah, the offsite aspect of that is more interesting to me than the onsite because the Reddit ad units, I don't know, they don't grab me. But offsite, I can imagine like being able to find that pharmaceutical customer audience offsite would be very interesting.

[00:06:06] But from the retailer's perspective, obviously having those audiences, you can, in a virtual case, sell them multiple times. So it can be quite a high revenue driver for if it's done correctly. That sort of offsite. But interestingly, I'm going to make a prediction that it won't work outside of the US. Because Reddit A is not that big outside of the US. Oh, that's a great point. The audience is offsite and they're not that big. They just simply not that big. When I'm working with retailers around the world, they're very excited by offsite.

[00:06:30] And there's some amazing things you can do, but the scale is not quite as what you can do in the US. I think that's what's interesting too, is that most AI agents are scraping Reddit. Right? So they're already pulling in the insights from Reddit. So if the brands can understand what those insights are, they can optimize their content to then be better, to better show up in AI agent, agentic search. Well, it came up on a few panels today as well, getting into the detail. And you can definitely see that people are kind of at the outer edges of their thinking about it.

[00:07:00] Because nobody has the right answer, so therefore all answers are correct. And I think we might end on that. Can't argue with that logic. And day one of CAN. See you tomorrow. See you tomorrow. See you tomorrow. Okay, day two of CAN. Takeaways. Colin, go. I think day two is always the day where all the action happens. And you could see it by the amount of people walking around and so on. And a bit of industry advertising gossip.

[00:07:29] There was a dinner or lunch for Mark Reed from WPP. His final send off actually happened here as well. I wasn't invited to give the speech, which I found very disappointing. They obviously didn't have my number. But yeah, so that sort of stuff is a classic CAN thing that's going on in the background that we can see. I also spoke at a couple of things this morning. Heard some great content from brands like Symbiosis and Rakuten as well. And amazing what you were. Kiri, how about you?

[00:07:59] Well, I had a little bit of a rough start getting into CAN. Which, not to talk too much inside baseball, but trains go in two directions. Ooh! Let's just say that. Directionally challenged Kiri is what I might say there. Well, you made it. That's all I got. And you won the throwdown. Now, did you get to CAN in the end? Are you actually dialing in for your hotel room? I'm not doing the AI, put your hand in front of your face thing right now. You are real.

[00:08:27] Okay, so I got to sit in on a panel with Stephen Bartlett. Okay. And he threw some pretty serious quotes out there. Okay. So, I have a very long list. But, okay. The first one I thought was interesting was that we are going to see more technological advancement in the next couple of months, couple of years, than we've seen in the last 60. Which I think we all agree with, right? Yeah. But it was a humbling. It was a bit of a stretch.

[00:08:53] I think, you know, we're on the edge of the exponential curve. It's going to just start going vertical. So, it's 100% true there. And the problem is many of us are looking at the world through the rear view mirror. And we don't even know what we don't even know is going to happen. I completely agree. I completely agree with that. Well, I think that the criticism that's thrown out about AI progress is that, well, the internet was there as the scaffolding. That doesn't matter.

[00:09:22] It doesn't matter that there was scaffolding. I mean, having PCs and computing was the scaffolding of the internet as well, you know? So, I don't buy the fact that it can't happen quicker and be just as much, if not more, of a technological advancement as the internet just because we already have the internet. I think that's an excellent point. And I think nobody really, to your point, nobody really knows what's coming next.

[00:09:50] And we're all just going to have to wait and kind of see and flex. But one of the points that he made is that organizations are not set up to do that. Yeah. And the way that he looks at his company is to survive as a future organization. You need to out-experiment your competition. You need to out-fail your competition so that you can learn what works, which I thought was interesting. I think it was a very interesting broad-bush statement. But again, we have to kind of see it through the lens of what sort of companies are out there.

[00:10:15] And I don't like rubbish things because if you think, say, a large multinational business, they can't out-experiment. They've got to make the salary. They've got to make wages. They've got to do all these sort of things. They've got to service existing customers. Yep. Let's say you're a startup and you've got 10, 20 people here like we see a lot here in ad tech. Again, they could maybe out-experiment but they're still going to hit their targets as well. So, out-experiment is the correct phrase.

[00:10:40] I think embedding how this could work to scale the business as part of your processes and see them, yes, as experiments, but everything from now on has to be actually have to be tested and learned. But I think broad-brush, I'm not a fan of broad-brush statements like that because you can't compare large-scale company like, say, the agency that Kiri managed. They're two different entities. But what you can do is talk about incentives and he talked a lot about that.

[00:11:08] We're not, those large organizations are not incentivized to all work together to get to the same goal, to change and experiment. Well, the individuals inside the organizations, I'd say. There's a line in one of my economics textbooks was, the study of economics is a study of incentives. I would argue the study of any organization is about an understanding of the incentive structure within that organization. I don't mean incentives as bonuses. It's just like, what are your goals?

[00:11:37] What are the, what are the, you give us, what's your salary dependent on? And, you know, Kiri and Colin and Lauren are not going to say something if our salary depends on it. 100% agree. Any other takeaways, themes we talked about? I think AI is quite an interesting one for the fact that we are going to have this conversation again and again every year. And people are still not going to believe it because who wants to have, you know, a world that's scaling exponentially in front of me.

[00:12:07] And then, you know, you're impressed about how jobs are going to be lost, whatever the case is. But I would encourage our audience to think about how to integrate it into your thinking and to integrate it into your own personal experimentation. Regardless of the fact that you're working in an organization, you've got to think of it through your own lens. What do you think, Kiri? I think there is merit, people are saying, I'm tired of talking about AI. I'm tired of it being, you know, talked about so much at an event like this.

[00:12:36] And that's a really close minded way of looking at it when we think about it being an enabler of every, every single thing that we do as consumers and as people operating in a commercial context as well. It's going to all change. I also think that we need to think about it not just as the types of what we do, but as a channel. And we're not really there yet because this whole world of agentic shopping is still so early.

[00:13:05] We don't have ads in shopping agents, you know, to a great degree. Only in Rufus. Well, yeah. Good one. Did I win that Snapchat? You should show me up on the stage there. But I think that that's the next kind of era of what we're going to start talking about is not just as an enabler of processes and efficiency and faster media buying and all these kind of things.

[00:13:30] But as a sales channel, as a way to connect with consumers as a media channel in and of itself. So I'm sorry to say we're going to keep talking about this and we should. We should. It would be. Yeah. If you're the sort of person who gets tired of that, that's like saying I'm tired of the internet or tired of breathing. Right. It's kind of interesting, but not useful. And on that note, end of day to recap. See you tomorrow. Au revoir. Au revoir.

[00:14:11] Au revoir. The next few months in the day. We've got two new research reports that were shared. One from BCG, Daniel Gaspanov. You got that right when you introduced him. I couldn't believe it. Difficult pronunciation correct for once. Well done. So from BCG, he presented six questions for scaling retail media outside the US. So I'll just share two takeaways from this. The top-sided reason for retailers to invest in retail media

[00:14:37] was to tap into net new funds, particularly from the brand budget. So, you know, a lot of the criticism of retail media is that it comes, oh, it's just shopper marketing or it's just trade marketing moving over. And retailers already understand that to be successful, they can't just be robbing Peter to pay Paul. They need to be tapping into that brand budget. And one thing I thought was really interesting from BCG's proposed solutions here is to actually have within your retail media sales team,

[00:15:07] a team or I guess at least one person that deals with brand marketing, someone who speaks that language. And this is something that I've heard from the industry is that, you know, within retail media network teams, not everyone has a media sales background. And especially not really a brand marketing background. So you really need someone who's able to talk that talk to translate between the teams

[00:15:36] so that you're making sure you're going towards the same end goal. It's the single biggest problem I see when I'm talking to retailers. They don't realize they're in the media business. And then the people they're talking to you don't realize they're in the marketing business. Yeah. And I really loved it. He was talking about roles and org structures and how you have to have the right structure to communicate on the brand side and the retailer side. I'm super passionate about that. You've done a lot of content. I've done a lot of research around that. And it really makes a lot of sense, right? You need to, to your point here, you need to interpret and translate.

[00:16:05] But you also have to know who owns the budget. You need to know who owns the decision. And you have to have both parties come to the table on the retailer and the brand side to do that together. You know, I see a lot of people move over from a, they run an RMAN or they're in a senior role at an RMAN. They're moving to the tech side because the tech vendors understand, okay, to sell our technology to retailers, we need someone who used to be at a retailer.

[00:16:34] Retailers need to understand, oh, to sell media. We need someone who has been in media and bought and sold media in the past. So I don't know, I think we're going to get there eventually. The other thing I really liked about that talk was he talked a lot about collaborations and partnerships. And that's a big theme for me at Cannes this year, right? Like we're all here, retailers, brands, agencies, tech providers. Like we all need to work together to collaborate. And you talked a lot about that as success for retail media. What do you think, Colin?

[00:17:03] Collaboration can mean a multitude of things. And I always say when we're talking about collaboration, we need to be much more specific about what that is because your version of our collaboration is different to my version. So I always think it like roles and responsibilities, races, being quite specific on that, but also realizing that that particular approach may be useful for this year, but may change again for next year. And building in that flexibility is obviously difficult for the individual because it's their job and you're saying, oh, no, you need to be flexible. I mean, who wants to hear that?

[00:17:31] So it's a very interesting world, I find. Colin, what were your takeaways today? Well, I had two big, three big things happen to me today. But one was I had a long, well, I was going to say coffee. It was an ice cold coffee with Steen Demersman, who's the head of Amazon Advertising Europe, who is a really great guy with the very exotic Belgian name, so we just called Steen. And he is a great guy and we were discussing ad tech in detail and he had a great insight. He said, you know what?

[00:18:01] Marketing directors are going to need to understand ad tech. And this guy's got an amazing background. And he said, I'm pretty good. But even today, he says, I was at some meetings and I got schooled myself. So marketers need to understand ad tech and how it's plugged together. The second big thing I did was I went to the Nectar 360 Summit, which was fantastic. I had a huge step on last year, which was a huge step up in the previous year. And they launched Nectar 360 Pollen. And it is something that's very close to my heart.

[00:18:32] It's basically a combination of audience insights, media planning, activation, optimization, and measurements in one single platform. And you can do it in on-site, off-site, in-store. So regular readers of my content will know that I talk about the likes of Amazon Marketing Cloud, insights, Walmart, until an nth degree detail. Because when I talk to people, they don't really get what's going on. And actually, when I see what Nectar have just done with Pollen, it's basically a thing that joins everything up,

[00:19:01] that enables you to get insights, activate campaigns and everything, and roll in AI into it. That is the feature. Everybody's going to have to have one of these regardless. Oh, and the other thing I did was went down to just meet Joe, who's the head of Lowe's from the Lowe's Marketplace as well. Joe Cannell. And he's just speaking right now. It's very, very interesting what Lowe's are doing because they're building a DIY business in the U.S.,

[00:19:30] the second largest after Home Depot. And when you hear what they've been doing with Marketplace and how that's scaled their business and how they've been using that, particularly in B2B trade. That was the interesting thing. Oh, that's interesting. Because you're like, okay, yeah, consumer, you know. No, no. Tapping into the tradies, as they say in Australia, tapping into their needs through an app online delivery. You're like, okay, I see that. That's going to be amazing. And then layering retail media over that as well. But in the B2B context, very interesting.

[00:19:59] I think that's a great point. There's been more B2B this year than last year. Would you agree? Ooh. Yeah, for sure. Yeah. It's been, you can see the maturity, the conversations that we're having here now, they're very different to last year because people kind of know, I know what this is. And now there's another layer, another layer to add in the whole time. Agreed. The other thing, Kiri and I were able to sit and watch Andy Jassy. The creative of the year? The media person. Oh, sorry. Media person of the year. That was a mistake on myself

[00:20:28] when I first mentioned it the other day. Media person of the year. Yeah. So we heard him speak, but one of the things we both loved that he said is speed is a leadership decision. So he was talking about being able to fail and test and learn and move quickly and be able to help your consumers and move faster. And that really struck both us. Kiri and I looked at each other because... You were running to the auditorium at the same time. Yes, we were running to our next meeting at camp. No, because that's a huge message

[00:20:57] for both the retailers who have to, who are moving a bit slowly sometimes to get to where they need to go. And also brands who take a long time to make change because they're bigger and larger and they need to be more comfortable with failure and test and learn. So that really struck me. If Amazon at its scale can do it, can do that, then yeah, it is a decision. And talking to Steen a couple of months ago, the guy we met, I met today from Amazon Advertising, he had a very interesting insight. I said, Steen, is this like, is this working in Amazon? Is that really like a high stress,

[00:21:26] feels like a high stress thing looking at you from the answer? And he said, no, no, we have a very rational approach to the world. You've got your set of KPIs and you deliver around your KPIs, not outside of the KPIs. And you're like, right, okay. And he said, yeah, so it's actually, yeah, you work hard and it's high pressure, but it's not, you know, what do I do next? They have a very rational approach, which, you know, when you think about this leadership thing and how they approach the way of communication, which you've got to write things down, you can't do a PowerPoint.

[00:21:56] It's a very rational approach so you can see why they're winning. Yeah, I agree. And they have a no bureaucracy email address that they created where people could email in and they could say at Amazon, they could say like, where was their bureaucracy? And they changed over 400 different processes because of that. So they're really like very focused on being able to be efficient and move with speed. Cool. And then last thing I feel like I have to mention, Kiri spoke on a panel today at the Women in Retail Media Collective and it was awesome.

[00:22:25] And there were a bunch of amazing female leaders, but one of the things that I really love that someone said is lean into what differentiates you. And I feel like that is a theme for the future with AI too, right? Because you need to lean into what value you bring outside of tech, the connections you bring, who you are as a human. And I just really loved that. And I thought that would be a good one to bring up. That's a great one. And I think it also applies to retailers and brands as well. Yeah. Particularly what, you know,

[00:22:53] I see with the retailers and the way that they're building their RMNs is leaning into what makes you different, your audience, what the USP you have for your advertising partners. I think it's a great, great takeaway. And using creativity to be able to do that. Go ahead, Colin. One of the things that I get asked is to do coaching every now and then. And the line I use, which I learned from somebody who coached me,

[00:23:23] was this line is, what did you come from the factory with? So for the individuals out there, it's like, what's the thing you're naturally good at that you find kind of easy that everybody else kind of finds hard? So the line I'd leave you all with is like, you know, if you're talking about uniqueness and you're talking about all this stuff, a very simple question to ask yourself is, what's the thing you find easy to do that everybody else finds hard? You know, this team here, we find speaking and talking like this reasonably straightforward, lots of people don't.

[00:23:51] So what did you come from the factory with and work on that? I love that. Great way to close. All right. Can day three. We will be back tomorrow for day four. Bye. Bye. Bye. I thought you'd melt. And here we are, the final day of can. And it's just down to me and Curie. You know what, Lauren? It's not even officially the final day. It's the second to last day, but everyone's gone. Yes. People did leave a little earlier this year.

[00:24:20] They're starting to leave on Thursday. Yeah. That's so interesting. Because what you were saying, like there seems to be less brands or brands are sending less people overall and they're saying for a shorter period of time. So I guess that extra, you know, thousand dollar hotel room adds up and people are, people are bailing early. Yeah, I think so. And, you know, I think it's also a crazy time and there's a lot going on and it's hard to be with your desk for that long. And I think there's a bit of that going on as well. Yeah, that's a good point.

[00:24:48] I know at least one brand side person who had it all lined up to come, but didn't, not because of expenses, but because it's just too hard to get away from the business right now with supply chain disruption and sort of issues related to, you know, operational issues right now. Not just cost. So, yeah. Interesting time as we live in. Yeah. Yeah. But exciting. We did a panel today. We did. Yeah. It was called Bridging the Omnichannel Gap.

[00:25:19] So Kiri was on the panel. I got the pleasure of moderating. We had Neil Aurora from Nestle and Andrew Kreisus from Nielsen IQ and then Nick Hamilton from Krotterger 8451. Yeah. And we talked about having a perspective of someone from the brand side, the retailer side, the agency side, the tech side and making sure that we're all collaborating together in order to work with both retail media, content and everything across the entire consumer journey. Yeah.

[00:25:48] And I thought one of the takeaways for me was I really loved when Neil was talking about content and he was saying that he didn't really like the phrase brilliant at the basics, which I agree with, but the fact that you still really need to focus on the basics, but those basics are getting harder and harder and harder. And the bar is raising for how you need to have the right content on your PDP, your retail media ads and all those other places as well. Well, I'm shocked that you loved that takeaway. I know, right?

[00:26:16] Amongst all this takeaway, all this talk of retail media, got to get the digital show. Zone right in on the content side. No, I totally get it. I bet, you know, one of your questions was, was what does Omnichannel mean to you? And I think that's quite interesting. And we all sort of said something fairly similar, but it is interesting. I had in the back of my head that Omnichannel is one of those phrases, I hope just goes away soon,

[00:26:45] because kind of like the brilliant basics point, it is just about addressing the way that people behave and shop and discover and the fact that it happens in lots of different channels and contexts. And can we just call it consumer behavior? Yeah. It would get rid of a lot of silos in organizations where you're thinking about your business. Yeah, of course, I'm dramatically oversimplifying it. But yeah,

[00:27:15] I think that just like, you know, we're talking about AI and everyone's sick of hearing about AI and talk about AI. It's just, well, that's just, you know, part of the infrastructure of everything that we do now. And so, you know, eventually it's going to go away as a buzzword and just be kind of like how we talk about electricity or the internet. The other thing I liked was talking about data standardization, but we tried to get real and say, everybody talks about this beautiful utopia of data standardization, but that might not ever happen, but what's actually realistic.

[00:27:43] And we kind of shut down the extremes that there will not be a beautiful utopia of everyone being standardized. But what I really liked was we talked about just having the same definitions, similar to what the IAB did with trying to define those definitions. So we're all looking at it from the same way, but you can have different data, different data sets. Yeah. Yeah. It's been quite interesting to, to hear how people have not soured on the idea of standardization,

[00:28:11] but I think become a little bit more realistic about it from all sides, really. So that's, I think taking the heat off retailers a little bit. Yes. All right. What was your other takeaways from the day, Kiri? Yeah. So I went to the Google commerce media breakfast, which was apparently the third year that it's been running, posted by Sean McGahey from Google,

[00:28:39] the head of retail media at Google. And that was, that was pretty cool. I think I hear a lot of questions from people about exactly what Google is doing in the space. After that breakfast, can I tell you exactly what they're doing in this space? Not really, but what was clear to me just from the language that was being used,

[00:29:05] quite interesting that they're not going after just advertisers and they're not going after just retailers. They're actually looking to sort of bridge, do some bridging between them and language is like almost like an impartial, the third party player, enabler in the ecosystem, which, which I think is, is pretty interesting. And I,

[00:29:30] I think there's going to be a proper announcement coming out today about what Google's doing in the commerce media space. So just in terms of tech solution providers and things like that, there's a lot of solution providers here that are serving retailers. And it's very clear. Um, but Google is looking to sort of be a little bit more of a, um, a layer above or below everything.

[00:29:58] I think overall there's been a lot of announcements at Cannes. I mean, Amazon announced a partnership with, uh, Roku and Disney, uh, Kroger announced a partnership with Barros for in-store media. We're kind of bringing digital in store. And then Adobe announced an LLM optimizer, which I thought was really cool. So actually interpreting how the algorithms are, recommending products and the type of content that needs to be created that can be fed back into their systems.

[00:30:27] So a lot of new announcements happening. Did you hear of any other ones that I missed? I think we already talked about Reddit and CMX. the Reddit insights. I'm sure we're missing a ton. Oh yeah. A lot of amazing stuff got announced at Cannes. Uh, but I think we'll close on the beauty of Cannes. is the serendipity of Cannes. You know, I, I ran into Andrew, uh, Nielsen IQ during the torch lighting last Cannes, and now we're collaborating this Cannes. Uh,

[00:30:54] and then I had some really great meetings with people I just reached out to on LinkedIn. And how about you, Carrie? Yeah. Well, I just want to say your, your, um, your LinkedIn moment was just to give you a bit of credit and give people a bit of encouragement is LinkedIn. I mean, LinkedIn is an amazing platform and you, you comment, you, you put it out. not into the universe, but into the interwebs. onto LinkedIn. Hey, I would love to meet you. And that's how it happens. And I've, you know, that, that,

[00:31:22] that's sort of how these connections happen as well. Hey, you at Cannes, let's meet up. Um, you know, there's a friend of mine, friend of the show, Eric Scheinkopf lives in Atlanta and, uh, hung out a lot with, with Eric from Atlanta, um, from the desire company. But, you know, that's sort of time to get, that we probably wouldn't have carved out, even though we live like 10 minutes away from each other. So, um, yeah, it,

[00:31:51] it is a great opportunity to, yeah, uh, build relationships. And after this, Lauren, you and I are going to have a bit of fun. Yes. I said, she said, Lauren said, Hey, let's, let's go do something fun after this. I was like, Oh, can we not make it too fun? And I said, no, no, no, no, not too fun. Not too fun. We're just planning to pick up some swag. So that's, uh, that, that's where we're at in the week. Yes. End of the week, hottest can in 15 years, but a great can,

[00:32:21] beautiful moments. And this is closing out our coverage of can. Thanks for listening. Thanks for joining us. Thank you for listening. And if you're not a member of the digital shelf Institute, we encourage you to join our community by going to digitalshelfinstitute.org. For those that are, thanks for listening. And thank you for being a part of our community.