Is Starting Early Necessary?

I think we lost starting early, because it gives us more time to try and come up with the best solution. I think fortunately, over the last decade or so, the core of the brief hasn't changed very much. It's always been about thoughtful gifting, which has kind of been a sort of timeless proposition for us. But then we're just trying to give it new angles and new relevance and new ways in to keep it fresh each time. There have been some years where the kind of the mood of the nation has maybe changed a little bit. And that's kind of influence which we've gone with.