The Differences Between Current Demand and Future Demand

The shift from the, from existing demand to future demand is completely different. Do you see these as completely separate initiatives or do you believe that that both can be done well together? The one that I've always referred to and a lot of people have in the US are brands in the insurance industry that are doing work like GEICO which is pretty well known internationally. It's about putting it off from front of people in a pretty rational way because they're ready to buy right there.