So we'll start off with some questions. What was thinking behind the road taking the quarterbacks and having to work it out? Well, I think that, you know, those guys have to go in there at short notice. They also, you know, don't get it to have the luxury of getting into the flow of the game, but also just keeping it consistent with maybe who was in there at the game. So there was a certain group of, you know, receivers and blind men and that you could evaluate them based on who they had in the game that was similar. It's really nice to be able to see the things that you emphasize and that your coach come through. And those guys are taking it to heart and they're excited about it. The tip passes get intercepted. You know, they help us out sometimes with a tip or a drop, but our guys are challenging. You know, it's really cool to see the stuff that we emphasize and work on carry over into the game. Yeah, I think that that's something that John and I had envisioned with the defensive staff, you know, when he came out of Washington. You know, it's just been able to be in there pretty consistently for the last week and compete.   So executing the things that we've been coaching him to do on that situation on third down.  And it really didn't matter to me, either one, whichever one they wanted to do. But you could see that they had energy and they were excited for those guys that were making plays.  And that's a reflection of our team and our organization and the type of people that we have that, you know, that laid in a fourth quarter of a preseason game. And guys were battling and competing. You know, that's important to me. Well, it's a good, it's the next step. It's, you know, with the return to play that, you know, we had talked about with adding reps to practice. And then the next, you know, he came through pretty good, you know, through the practices health-wise, which allowed him to be available for the game. I think we tried to get him, you know, close to 16 snaps. You know, we'll take a look at it. And again, he hasn't played football in quite a bit of time and it's going to be a process. I think it was a good step just to get him out there and, you know, just show him, you know, what the game feels like and how the situations change. And so we'll just coach him up and then keep moving forward. You know, I don't, you know, I think that they handled it well. I think that there were some, you know, there's always going to be plays you'd like to have back, whether it's reads or checks or throws. But, you know, I thought they both capitalized on the, you know, the situations that the defense put him in. You know, we had some drive stall there, some too many negative yardage runs early on that put us behind. But, you know, we did capitalize on some of the sudden change and the turnovers. Well, he continues to work and compete.  And so was he on one of the blocks. And then he came back and, you know, I felt like put his body on a safety and really tried to play physical. And then, you know, the touchdown, you know, I did a nice job of selling it and it was a great pocket. Logan gave him a good ball. I don't know. I think that that we just wait and see how he turns out on Monday and how it looks and see where, you know, hopefully he continues to gain confidence and getting out here and competing at this level. You know, I think that's all part of what we try to do is see how much guys can handle. And a lot of that is out of necessity. You know, our clues and bodies left and right. And so put him in there and he's able to function and know what to do. Look at the tape and see how he did. But, you know, a lot of that in these preseason games is out of necessity. Yeah, really, these guys are competitive. They know what to do. They're ready for their opportunities. They've earned a right to be in there. Quarterbacks go to the guys they trust. And, you know, again, Mason's been really consistent for us. Mackay has done well on special teams. He's finding a role on a kickoff coverage unit. And then he's ran hard. He's ran hard when given the opportunity. Unavailable. Whatever we said the other day, however, I phrased that same thing for Merch and the rest of the guys that didn't play.


Welcome to the session on OPAM as smith trigger. Learning outcomes are at the end of session students will be able to explain the working of inverting smith trigger as well as they can sketch the output waveforms for given input signal for the smith trigger circuit. Contents are like this before moving towards OPAM as a smith trigger recall the concept of open loop comparators where the output voltage will be containing errors nothing but noisy output signal due to the false transitions at the output. So, it will produce oscillating output with a noisy inputs or slow varying input. To overcome this disadvantage positive feedback can be used and we can obtain the output without any error smith trigger is nothing but a inverting comparator circuit as we are applying the input signal to the inverting terminal of operational amplifier as well as it convert any regular or irregular shaped input waveform into a square waves output voltage. Therefore, it is also called as a squaring circuit. Look at the circuit which is a inverting comparator nothing but smith trigger where register ROM is used to minimize the offset voltage at the output. ROM can be the parallel combination of R1 and R2 which is connected in series with the input signal source to the inverting terminal of OPAM. OPAM is biased with the given specifications and register R2 is used as a feedback register. R1 and R2 forms the voltage divider circuit and the voltage across register R1 will be treated or will be acting as a reference voltage for the comparator circuit nothing but inverting comparator circuit. So, V1 is nothing but voltage at the non-inverting terminal of OPAM which can be calculated as R1 divided by R1 plus R2 into V0. As we are using positive feedback over here we can obtain the output voltage varying between plus Vsat to minus Vsat and minus Vsat to plus Vsat only. So, as you know the output voltage of operational amplifier is the difference between the two voltages that is V1 minus V2 as the reference voltage at the non-inverting terminal is V R1 by R1 plus R2 into V0 as input signal is varying from 0 to plus positive direction and the negative direction. We can obtain the two reference voltages that is VUT, VU2 can be R1 by R1 plus R2 into plus Vsat. As I told you we are configuring the OPAM with the positive feedback so output voltage will be plus Vsat or minus Vsat. So, here V0 is replaced by plus Vsat and lower threshold point is nothing but VAT where output voltage is minus Vsat. So, look at the waveforms of the Smith trigger circuit initially due to the offset voltage at non-inverting input output voltage will be plus Vsat. So, this is the initial condition where output voltage is plus Vsat and therefore V1 that is voltage at non-inverting terminal of OPAM will be upper threshold voltage that is VUT calculated as R1 by R1 plus R2 into plus Vsat. Now, when input signal is exceeding this voltage that is VN is greater than VUT so output voltage will be now plus Vsat to minus Vsat. So, this is the first condition or first threshold condition. Now, whenever VN is greater than VUT or as long as VN is greater than VUT output will be in the minus Vsat value or output gives the minus Vsat level. So, this is the VUT of the signal. Now, when VIN is less than VLT now see here condition second condition is VIN less than VLT. So, this is lower threshold point and when signal is less than this then output voltage V0 will switch from minus Vsat level to plus Vsat level. So, as long as VIN is less than VLT that is this much portion output voltage will be at plus Vsat as there are only two threshold conditions there will be no any transition in between these two points that is in between VUT to VLT. Now, assume when input signal is one volt pick to pick so we can have the signal from 0 to 0.5 in the positive direction 0 to 0.5 in the negative direction and supply voltages are plus or minus 15 voltage 15 volt nothing, but VCC is plus 15 and VW is minus 15. Assuming R1 has 100 ohm R2 has 56 kilo ohms at that time VUT will be R1 by R1 plus R2 into plus 15 and VLT will be R1 by R1 plus R2 into minus 15. So, output waveform will look like this see here if you put these values you will get the threshold point at approximately 26 milli volt. So, as long as input is less than VUT it will be in the plus Vsat level, but when it crosses the VUT value then it will switch from plus Vsat to minus Vsat it will remain in the same state, but when the output voltage is less than this VLT value then it switches from minus Vsat to plus Vsat. So, see carefully over here this is the input waveform which varies from 0 to 0.5 in the positive direction, 0 to 0.5 in the negative direction these are the two threshold lines and now for these two threshold lines this is the output voltage. So, output voltage will vary between 0 to Vsat. So, as we are taking the plus 15 volt over here, but there is condition for the output voltage swing that is maximum output voltage swing as well as there will be drop across the IC. So, you will get the signal output signal varies between 0 to 14 volt and 0 to minus 14 volt. So, here hysterics voltage plot can be plotted like this. So, as you know comparator with positive feedback produces the dead band condition and very important thing this dead band is depends on the feedback factor. Feedback factor is R1 divided by R1 plus R2. On x axis there is V y axis V0. So, as V in goes on increasing as V in is goes on increasing in the positive direction and it will be at the plus Vsat level initially, but once it crosses the VUT condition it will drastically changes state from plus Vsat to minus Vsat. Again it will be in the minus Vsat, but when it crosses the lower threshold voltage level then it will give you the transition from minus Vsat to plus Vsat. So, you can see here hysterics voltage can be calculated as the difference between two points that is VUT minus VLT. If you put the values of VUT and VLT this is the formula for threshold width. When we go for the inverting comparator then always you will obtain the hysteresis voltage loop in the clockwise direction. So, here this is when negative to positive and here from positive to negative in this way you will get the hysteresis voltage plot. In the Schmitt trigger circuit assume Vcc has plus 5 volt and Vdebury has minus 5 volt, Vn varies between this 10 volt pick to pick, R1 and R2 values are same. Now, find the threshold voltage values and draw the output waveforms for the given condition. So, pause the video and draw the output waveforms. Yes, this is the output for given condition these are the two threshold values keep in mind as Vsat is there and R1 and R2 values are same you will get the threshold voltage at the half of this. So, here threshold is 2.5 and minus 2.5 respectively for positive and negative values and output voltage will now swing from 0 plus 15 to minus 15 respectively. As we are basing the opamp between plus 5 to minus 5 you will get the output voltage transitions from 5 to minus 5 and minus 5 to plus 5. Very important thing the amplitude of square wave is independent of the pick to pick value of input waveform applications of Schmitt triggers. It is used to convert a very slowly varying input voltage into output having abruptly varying waveform occurring precisely at predetermined values of input voltage. It is used when the comparator it is using all applications where comparator circuit is used where input voltage has to be converted to square wave signal. Very important thing for Schmitt trigger is that input signal must have enough excursion to carry the input voltage beyond the limits of the hysteresis range. Therefore, you must see that what is the amplitude of input voltage and what is the threshold points or VU2 and VLT. Then and then you can obtain the hysteresis curve nothing but you will obtain the transitions in the output voltage. References are like this. Thank you.


Righty, so I took more than five minutes to calm down In that time we did get a little news update that I'm gonna read to you guys. So again It looks like Wells Fargo has come forward and is saying that they're not quite sure about the combination of Cedar Fair and Six Flags Entertainment and they don't think it makes sense, which a lot of us Trust me a lot of us agree with that statement. So thank you Wells Fargo The firm is calling the Reuters report a Stretch because Six Flags doesn't have a CEO currently and the two theme park cultures are much different and a substantial premium Would be required to acquire fun fun is Cedar Fair to cover tax considerations for shareholders So they are calling this a bit of a stretch And to begin with the original news story that did break was saying that Six Flags had just made an offer to the Cedar Fair So Six Flags made an offer to Cedar Fair and Cedar Fair hasn't said no and that they're just looking at the offer That's all we know so far And Wells Fargo is someone that's very invested in Cedar Fair is calling it a bit of a stretch And it just doesn't make sense due to there not being a CEO for Six Flags right now And the amount of money it would require With that being said the news story that broke We don't know what's going on at the negotiation tables So they could be maybe Cedar Fair is thinking well Maybe we can sell Six Flags a few of our smaller parks right now Because in all honesty this doesn't make sense could Six Flags run parks like Carowinds Canada's Wonderland not very farm and Cedar Point and Kings Island. No, it doesn't make sense These themed universes would all go to garbage. It would turn into DC like Superman on top of Wonder Mountain You would have like oh my god. Can you imagine the attractions like Leviathan Aquaman? Behemoth Goliath, Yukon Stryker like Wonder Woman. I don't know Orion becomes like Superman the ride. I don't even know all the inverts in the chain becoming Batman clones or whatever the Batman ride Okay Having a panic attack there just picturing Superman on top of Wonder Mountain as you enter the park Deep breaths. Okay It just doesn't make sense. It really doesn't make sense I can't see it working out Six Flags. No offense You do good at your parks, but you would ruin Cedar Fair You would be a blessing to the smaller parks in the Cedar Fair chain So take that as a compliment you would be a blessing to the smaller parks in the Cedar Fair chain, but you Absolutely would destroy all the amazing things about Cedar Fair and I do not want your dirty hands On Cedar Fair. I don't mean that in a mean way I just mean that you do not know how to run the big top five parks in the Cedar Fair chain And I do not want you anywhere near those top five parks You can take the little guys and you can make them blossom with your new ride and attraction every year That's amazing for how you do things But leave the top five parks alone Cedar Fair, please don't Do anything dumb even though I know that all this news is probably not going to lead to any of the top five parks being sold We've seen that you Cedar Fair you're kind of investing and only looking after the the top five parks moving forward Your stockholders calls you've said that so maybe these negotiations that are occurring are to handle these smaller parks We know that's probably not the case with Michigan's adventure They just got a massive kind of like planets newbie expansion So that kind of shows that Michigan's adventure is kind of gonna get looked after a little bit But you know some of these other parks that are kind of a little neglected and a lot of the enthusiasts at those parks are a little upset You know someone like Six Flags would be a great Option for those smaller parks and those enthusiasts, you know an attraction every year is great And Cedar Fair does things a little differently and people like me who have a top five park in the chain We're not ones like I can't sit here and talk about Being spoiled or not being spoiled or you know just deal with it if you don't get a ride or attraction because I'm biased It's not fair for me to comment on that So I have to say I have to sit there and look at what these enthusiasts saying and defend them You know, maybe a park like Six Flags would be better or a chain like Six Flags would be better for those smaller parks That don't get things many many years in a row But for the bigger parks, sorry Six Flags just would not run those parks well at all Don't want Six Flags's hands on any of those top five parks Can you imagine Cedar Point with all those land purchases and resort purchases and sports complexes and hotels and themed universe with forbidden frontier and mavericks steel vengeance Can you imagine what they would do to that park?  It's absolutely horrible Like oh my goodness like oh like especially a place that Canada's wondering and not very far and which are really pushing out the themed universes, you know with Med Fair and Frontier Canada and Not very far and being completely themed left to right Throughout the entire park. Can you just imagine and not very farm is so close to Magic Mountain like what would happen? What would happen? Oh? Okay, and nonetheless I Thought I would just give a further in-depth analysis of the Six Flags purchase. So again Wells Fargo, which are people who are invested in Cedar Fair They are coming out and saying that they're not quite sure about this. It doesn't make sense They're calling the routers report a stretch because Six Flags doesn't have a CEO currently and the two theme park Cultures are just so different. It doesn't make sense And it would take a large premium to purchase a company like Cedar Fair And they don't think Six Flags has that kind of currency so good news for those who are maybe panicking But again Wells Fargo hasn't come out and said that it's not going to happen and the original news report was just saying that Six Flags has made an offer and Cedar Fair hasn't said no and that they're just negotiating. So that could that could mean many many many different things I'm definitely gonna come out and say that the big parks are probably safe And maybe a one or two of the little parks get sold off or maybe nothing Maybe nothing at all and we can all go back to our regular lives and pray that this never happens again and Yeah Anyways, hopefully you enjoyed my Whoo analysis on the whole Six Flags purchasing Cedar Fair Bomb shell that exploded today Hopefully oh man go get some rest Go recreate your home parks your Cedar Fair parks and Six Flags parks on Planet Coaster and no limits to calm yourselves down And have some chamomile tea Anyways, hope you enjoyed this analysis Don't forget to hit that like button subscribe if you haven't and share this video for others to enjoy Thanks so much for watching guys. Have a good one. Bye


The back room's death wall though, that sounds pretty sick. That was a cool late man, he just got splattered on- Oh yeah! That was something pretty- Dude that would look like a long way down. Yeah.  Ex wing back at him bro, he's not my hero. Damn, he's not sharing? That would've been on Shutter. Alright, Vash on that wall like a pancake. I'll catch you We're okay watch the forbidden cave all right we're gonna put that one on but like after a few more of these the back of death locker oh That's the newest one to see see that new heat.  Well, let's check it. Wait, there's a tell it to be one He's approaching and you have a lot of work to do no problem. We can help you Are Partygoers Call the number bro one again for my next party Right, this is a tell it to be one Metatized up into the back room Several fun My ears rip Fun fact party co-goers have IQ of 200 something really that's insane Yeah He's thinking about it. He's just walking circles all the way. He's waiting for the Giant tell it to me that pole now pose a purple one.  You look out your window.  Maybe I don't have no freaking idea, but she looked creepy the girl's kind of creepy You might look like the grunge. That's creepy man I'm gonna start crying come on bro. Come on. Don't start crying, but Mike isn't start crying if you start crying, all right, okay Well, like new cry cry for him, bro You see he's crying. You see what you did Let's check this out new dude in the back rooms. Oh The new new bro the penguin He's gonna be closer I knew it So see you watch your real bald bro, I'm not bald bro stop it The back room spider, I'm a giant spider spiders are creepy I'm not sure I don't think it is it seems like just a mean There was a meme that said remember the penguin Yeah Yeah, bro, he's doing out there. Look at him Doing the dash. I don't trust it going in there. If I leave you go cause of the mama spider This would be the mama spider watch. That's pretty funny I was just a walk like a wallpaper that could grease greener. That's what super heavy We had a desk in here. That was like 500 pounds dude like no lies.  It was a lie. This is gloves, bro Lizard no didn't go in he's inside the widows XP Look like the nice area. How he's leaves us in a cliffhanger. I walked to creepy house at 3 a.m. Why would you do that, bro? It's not smart Like The Smilers in the back room There's not They said something schizo bear right someone else in like schizo bear He was doing the floss Yeah What is a forbidden cave


Why are we even doing this? Those were the thoughts that arose in my mind on that chilly eerie evening Sitting in the passenger side of the dimly lit car which belonged to my best friend Matt I peered out the window and glanced up at the beautiful yet ominous night sky The moon was huge and luminous. I looked at my watch It was just about midnight a time when most normal people would already be in bed.  You know nothing's gonna happen.  He snapped After about five more minutes of driving Matt stopped the car abruptly Here we are He proclaimed with genuine excitement. He then turned to me and corrected himself Well almost we have to do a little walking. I Followed Matt as we walk down a steep grassy hill and ended up in the woods pitch black I can't see a thing. I exclaimed Don't worry, dude. I brought a flashlight. He pulled a small flashlight out of his jeans pocket We continued through the woods for what seemed like an hour Finally we arrived in front of a vast deep tunnel. I looked at Matt The hell is this thing? The devil's chamber Here we are Let's go Matt said dangerously eager to go inside the death trap. I stopped him. Whoa, whoa, whoa We're not gonna go in there. Are we we're gonna kill ourselves What if the flashlight dies? What if there's someone else in there?  My friend interrupted in a half-joking tone Come on. Let's go. I Reluctantly followed him into the tunnel. It was cold dark and damp Insects were everywhere not to mention all the dead rats mice and of course the occasional decaying cat There were all sorts of graffiti covering the walls. I Instantly felt something very strange throughout my body It felt as if a bubble of negative energy was trying to push itself into me.  I quickly turned around but of course nobody was behind me I shrugged it off and kept walking Maybe it was a bug. I thought in an attempt to calm my nerves The tunnel became colder and darker the farther we walked How long is this tunnel? I asked Matt. He turned to me and smiled Would you relax? We'll turn back in a minute. I Noticed that he was beginning to feel a bit nervous You're right though. We have been walking for a while Let's turn around We began to walk back to the entrance. I couldn't wait to get out as we were walking I abruptly heard something that sounded like a young girl's laughter Then I felt it again the hand on my shoulder The same small childlike hand This time it was more assertive like something was really trying to get my attention Again, I tried to tell myself that it was probably just a bug or something. I just wanted to get the hell out of this place Finally after what seemed like hours we reached the entrance and quickly walked outside We hurried through the woods and up the hill glancing over our shoulders every so often to make sure nothing was following us At last we arrived at Matt's car. I wasted no time opening the passenger door and hopping in Matt then got inside after me and started the car He pulled his camera out of his backpack All right, let's see what we got.


Network TFNN headline news update Good morning everybody I'm Tommy O'Brien company alive from TFNN 9 a.m. Eastern time Friday morning happy Friday to everybody out there 30 minutes to go until the opening bell and right now we got markets in positive territory look at an S&P positive by almost 2% 59 points in the green trading at 3059 Nasdaq up 147 trading 9751 the Dow up 561 trading 25,000 590 Let's start things off. Let's jump over to the VIX contract. My computer's a little slow right now. I think that's going on. Continue performance problem detectives telling me tell this computer to keep up. There we go. Checking out your VIX talk about an elevated price yesterday to 42 58 from 26 and change folks were back to 37 the remarkable thing about the VIX is that it was indicating elevated premium elevated risk probability in this market because you reached a low on Friday morning yet the market was still hanging at highs. But somehow the VIX was as they would say creeping all week even above 27 on Tuesday the S&Ps were still at 32 or 100. And of course you see the collapse on Thursday people say out of nowhere you're going to see this type of volatility nonetheless VIX at 37 35 you check out the overnight action for the S&Ps we make a low at about 6pm last night in the S&Ps that level below 3000 if my chart will cooperate isn't going to load. There it is 2992 after the market closes were up to about 3057 a solid rebound but this type of volatility always fun to see what happens on the opening bell. And if the market was right overnight or if when the buyers and sellers actually meet at the opening bell maybe things cascade back to even territory for the day hurts. So why not you tell the world you're going to go bankrupt you go into bankruptcy proceedings and then your stock goes up by 10 fold and you say hey why do we need to go bankrupt when we can just issue more shares if everybody wants to buy her shares. They're going to try and raise a billion dollars folks I would not be buying this hurts said it would warn any potential buyers the common stock could ultimately be worthless period end of sentence buyer beware numbers on the radar UK that economy contracted by more than 20% in April those numbers out the global economy the IMF saying it's going to stutter sig suffer significant scarring they are out with their projections June 24th and they're going to be worse than they were in April and what else did I have up there yeah the mortgage bailout some numbers going down still 4.66 million people almost one out of 11 mortgage holders in forbearance right now those numbers are going to come to roost stay tuned folks Larry Pezzavento coming up live with trade what you see I'll be back at 10 o'clock with Tom live programming all day we'll be right back stay tuned for Larry.


It's time now for Mountain Music, being brought to you by the Mountain Arts Center, the main stage of the Country Music Highland. Welcome to another edition of Mountain Music. This week down at the Mountain Arts Center we've got a talented musician by the name of Dustin Hoover. Let's head on in and take a listen. Dustin has had the privilege of playing in this region for a while and says he likes the direction the music scene is headed in. You could go from Route 80 from Hazard all the way to 23 and then go 23 to Pikeville and stop at different places and see different live bands along the way. On any given Friday or Saturday night there was live music everywhere and you could stop and see a different good band, you know, in every one of them. And now it's turned into more of the, you know, the singer-songwriter, restaurant, patio, gigging and I'm glad to see that happen because there for a while it was hardly anything. Sometimes all you need to inspire a beautiful song is a beautiful woman. Well that was a song I wrote, I've just been working on recently, when this came about and I figured I'd try that and it's working title I guess would be Valentine.


Ladies and gentlemen, you're right now on the E4M Conclave and right now, currently, we're on the fireside chat that it is, is it the time for agencies to reboot? Well, as the agency landscape constantly reinvents itself, it'll be extremely important for the agencies to keep evolving. But what does 2021 have in store for the agencies? Well, to enlighten us on the thing, it gives me immense and great pleasure to introduce to you our keynote speaker for the day, Mr. Mark Reed, global CEO WPP. Well, Mr. Reed has held multiple leadership roles at WPP, having first joined the company in 1989. As head of strategy and then CEO of WPP Digital, he was somebody who was responsible for WPP's first move into technology. Earlier in his career, he co-founded Internet Startup Web Rewards and specialized in media and marketing as the principal at Consultancy Booth Allen and Hamilton. In 2015, he became global CEO of Wonderman, which he transformed into one of the world's leading creative data and technology agencies. He was also recently honored by the IPA, which is the Institute of Practitioners in Advertising for his outstanding contribution to the industry. Mr. Reed is regularly named amongst the world's top digital influencers, and he's also the chairman of the National History Museum Digital Council and was recognized as the hero's champion of women in the business in 2018 and 19. In conversations with Naval Ahuja co-founder Exchange for Media, Mr. Reed will be unlocking answers to whether it's the time for agencies to undergo a reboot after grappling with a year of degrowth, a lot of transitions and uncertainty. So, ladies and gentlemen, with this, I'm pleased to welcome Mr. Reed and Mr. Ahuja to join in the most awaited fireside chat. Ladies and gentlemen, it is now time to welcome both of them, Mr. Ahuja and Mr. Reed, on your virtual screen. Over to you. Thank you. Thank you so much, Papna. And a very good afternoon to everyone in India. And good morning, if you're based in Europe, somewhere in Europe. Thank you, Mark, for joining us early morning time from UK. I hope things are settling up as far as COVID is concerned. It seems like the rate of infection is still growing, so please stay safe. If let me set the context before we get into our conversation, Mark, the new year has started WPP works, Jan, December. So I thought what we'll do today is we'll pick up a few large issues that the advertising, the marketing industry has seen in the last few months how things have shaped up. So one naturally has been the impact of COVID on consumer behavior and it is no secret enough has been written already about how digital adoption has taken a huge leap during COVID. What I'd like to have a chat with you today about what is the impact this changing consumer behavior will leave for brands, for agencies and the media ecosystem. Then perhaps we can have a chat about how specifically this will impact the industry at a broader level and then possibly at a micro operational or domain company level. Intertwined with this conversation, I'd also love to pick your brains on the so much chatter about social media, the various ways social media is impacting what brands are doing, what consumers are doing. And you've spoken about that in the past, so maybe you'll have another chat about this. One of the key themes that WPP is championed that you championed as an individual is about brands, companies building sustainable businesses, sustainable brands. And that's another I think issue we should chat about what is the post COVID view on sustainability as far as brands are concerned. And last item of the agenda, maybe discuss a few numbers about India, what's going on, India's growth or degrowth trajectory has been very different from the world though, you know, at an industry level, we've seen FMCG growing, we've seen technology growing, but at the same time ads, ad spend growth has been very mixed. What's your view on what's happening in India and where we are currently. So thank you again, Mark for joining us. Let me start this conversation by asking you, Mark, if you can summarize for us, what do you think will be the, you know, lasting legacy of COVID for brands? Good morning and thanks very much all. Good afternoon I should say and very good to see you and very good to see everyone here. Look, I think that, you know, the legacy of COVID for brands and for society, you know, will be really fundamental. Now, at one level, you know, what we're seeing is, you know, a rapid acceleration of the trends that were already taking place in society, many of the things that you mentioned, you know, the importance of purpose, the growth in digital media, the explosion of e-commerce, they were things that I, you know, that we were already seeing, but the sort of the unique nature of the pandemic, the fact that it caused sort of physical separation has clearly meant a massive explosion in the digital parts of the economy. And that goes from media to other parts of the economy. I was talking to Srinni, our country manager for WPP in India, you know, earlier about this. And, you know, we see even in education where WPP has a foundation that provides education to many people in Mumbai and the rapid spread of education online and kids gathered around, you know, someone's device to receive their lessons. You know, that's not something I think anyone would have expected to have taken place as smoothly two years ago. So I think that brands that were ahead before, ahead of these trends, you know, brands that had thought about their purpose, companies like Hindustan, Neva, companies that had built an e-commerce presence, companies that were already experimenting in mobile marketing, and companies that were forward thinking will be the companies that come out of this strongest. And those companies that were playing catch up to some extent, you know, it means they have to need to think about that. And we use the sort of framework for brands during the pandemic, we call it sort of react, recover, renew, you know, react to what people did in the first, you know, days and months after sort of COVID came out, you know, how do they shift their communications to be more purpose-oriented? How do they talk to customers about what they're doing? And we move quite quickly to the renew face in India, you know, around September, October, the recovery phase, September, October, we started to see companies thinking about recovery at the pace of that recovery. What I think is much more fundamentally interesting for companies and for brands is the whole notion of renewal. How do they really do what they used to do in a very different way and respond to these trends? And I think it's pretty fundamental actually. That's right. I think a large number of brands that were forward-looking three, four years back will see COVID benefiting them immensely, which has been a year of, you know, significant changes in consumer preferences, tough business environment. Tell us, Mark, how is WPP used this time? And I asked this, you know, from an advertising agency ecosystem point of view. There were winds of change blowing in the advertising ecosystem already even before COVID happened. Three, four, five years preceding especially after digital started doing very strongly fragmentation of, you know, consumer reach out media started a few years back. Agency ecosystem environment has been changing very rapidly. How do you think COVID has kind of, you know, changed that even further? Yeah, I think, you know, I think you were about to use the word opportunity and I don't think one could refer to this time, which has been very difficult. Let's face it for everyone. And I know talking to my colleagues in India, that's the case in India. But to some extent, we have to use this time to make the changes that we need. Now, I'd say from a WPP perspective, you know, we laid out a new strategy just over two years ago. And I think that that strategy did well to address many of the changes that we're talking about today. And the work that we've done to simplify and reposition the business for a sort of more digitally important and integrated future, I think was the right thing to do. And we've brought together VML and YNR and Wonderman and JWT to create Wonderman Thompson. I know that there are questions asked at the time about, you know, those decisions and in what order we should have the names if you can believe it.  And I actually think that the work, you know, in particular the work that Shrinni has done in sort of repositioning our portfolio in India has been to our advantage. I mean, the reality is that if we're going to advise our clients on digital transformation, we need to be ahead of those clients in making those changes. You know, we can't be transforming our businesses before our clients. We need to demonstrate that we're ahead of them in making those changes. And I hope that that's something that we've done through WPP in India. We have 4,000 people working in digital hubs in India providing services to companies all over the world. And what's been interesting is whereas four or five years ago, most of those people would have been engaged with companies outside of India, increasingly we're seeing demand from our clients in India to use those capabilities. So we're going from a sort of offshoring model to much more of a center of excellence or expertise model, which I think is really important for us. So I think that what clients need globally is exactly what they need. They need partners who are able to help them transform, partners who are able to help them implement technologies like Adobe or Salesforce and engaging that companies that can help them sort out their customer data, companies that can help them build e-commerce capability. And that's really what we've been investing in in WPP, to be a partner. You know, we call ourselves a creative transformation company and creativity talks to creativity, ideas, inspiration. I think that's what clients ultimately come to WPP companies for. But also transformation company able to help our clients shift their marketing from how it needed to be in the past to where it needed to be in the future and for us to be the best partner in helping clients do that. And certainly that's been our goal. I think that's a very relevant point, especially with regards to clients seeing agency as agencies have having sort of already adopted the future that you are getting your clients ready for. Give us two, three examples of what WPP would have done. It could be in India or outside of what WPP would have done in COVID, which otherwise would have taken two, three years to kind of implement or do. Yeah, I think the, you know, I said to our team at the beginning of COVID that this is going to be a unique period. I don't think any of us knew how long it would take place. In fact, the news broke. We had our first sort of executive committee meeting abroad in Mumbai, right at the beginning of March. And we had Dr. Peter Piot who was the professor who discovered the Ebola virus come and talk to us about COVID. I think it became pretty clear to us at that time that this was going to be have a major impact on all of us. And we went home, I think quite sanguine about the future. But what we agreed was that we would use the period to make the fundamental changes, not to avoid the tough decisions, but to make the tough decisions that we needed to make to position the company better for the future. And that involved looking after our people and making sure that our people were safe and well. We sent 100,000 people to work from home over a weekend. It used to take us six months to do an office move. And we moved everyone out of the company from Friday to Monday. And by the way, the company continues to deliver work to clients. And actually our clients at distraction schools have improved over the course of COVID as I think people and clients have got closer together. Secondly, we've really embraced remote working, which I think goes further than working from home or working from the office. We're doing work much more quickly and much more directly with clients. So whereas it may have taken us 16 weeks to produce a television commercial, we can now produce that in 16 days, using the types of technology that we're talking about remote ways of working and socially distanced television production. So the way in which we're working is very different as well for clients. And we're looking sort of new investments in marketing technology and data to support that growth. So I think that we've really thrown ourselves into might be too strong to throw ourselves into this and use the time to make sure that when we come out of it, we come out of it in the strongest possible way. Yeah, sometimes necessity is the mother of invention. Things that we never thought would be possible are happening now. Nobody thought we would be doing board meetings on Zoom calls. So it had started happening already, but the mental innovation is gone now, doing large meeting on. I mean, we built a tele dentist app for Colgate to connect people in their dentist and not quite sure how the how the surgery works remotely over a phone. But I think that it's an indication of what we can do and what is and what is possible. So WPP built this app for Colgate? Yeah, we work with them on the app. Yeah. I mean, we have a big technology development. I mean, I think sometimes we're seen as an advertising company as a source of if I had some frustration, it's a source of some frustration to me, you know, roughly, you know, maybe a third, less than a third of our business, even in India is in this sort of classic disciplines that people would see as being sort of advertising. We have very strong capabilities. We're helping eight of our top 10 clients deploy e-commerce capability today, building direct to consumer applications on Adobe and Salesforce technologies. So we're a very, very different company from the company we were five or 10 years ago. And I think that that's really true in India. And it's very interesting. I think that our ability through Shruti to execute this sort of global strategy in India is actually very beneficial to us and has helped us accelerate the change at a local level and bring people much, much more closely together, you know, moving into, you know, as you know, with people into our campus in Mumbai, and we would be doing the same in Ganga if we were able to, but having, you know, 8,000 people in two campuses brings the company closer together and enables us to work, you know, much, much more collaboratively for clients. And that degree of collaboration, I think has massively improved over the pandemic. Yeah, very interesting. You mentioned this point, Mark, and maybe I'll pick you up a little bit more on this. Last five years have been a huge disruption for the advertising business and COVID has only accelerated that. And as you mentioned, not just understanding and offering technology solutions, you have, you are now creating technology solutions for a large number of your companies. You know, you write WP created an e-commerce sale in India. I think it's been three years if I'm not mistaken. And most brands, at least post COVID, there'll be no brand who's not looking at a, you know, full-fledged e-commerce vertical. And you've been in the business long enough to have seen the entire gamut of services change from an integrated shop to then creative and media being split. And now, you know, the walls have blurred. Today, media agencies are going and pitching in some cases, creative ideas to clients, right? Creative agencies, when they're creating, you know, commercial, they have to think about where the commercial deployment will happen, whether it will go on Facebook or Google or a television channel. So you think gradually, as we move forward, creative media need to work far more cohesively, if not come back under one single umbrella, but sit together on the table when they are dealing with clients to happen before the services split. Well, the point I would make is it already is under one single umbrella, but that umbrella is WPP. And it's not a question of the creative people being in charge of the media or the media people being in charge of the creative people. It's really about collaboration amongst the people. You know, the new offer for WPP, we let out communications, experience, commerce and technology. And I think over focusing on creative versus media is actually just focusing on the traditional parts of the business, you know, the expansive part, the areas of the business that are growing. I mean, this is not, you know, totally true in India, because India is one of those markets where, you know, we are seeing strong growth in, you know, advertising spend and traditional communications. But, you know, generally across the world, the areas of our business that are growing, you said, oh, how do we build experiences for clients? How do we grow, help and grow in e-commerce? And how do we help implement marketing technologies? I'm much more interested in having a collaborative WPP that shifts their focus into those growth areas than having a debate, quite frankly, from the 1980s or 1990s about whether the creative or media people are in charge or indeed whether people inside a particular company can get on with each other. Of course, people can get on with each other and collaborate. And, you know, my view is that the best people are the most collaborative. And that's what I want to have at WPP. And I think that's the type of environment where our people want to work. And so we have to demonstrate to our clients how we can bring together the right solutions to help them, you know, succeed in the market. And that's not just a question of creative and media, but clearly creative and media need to be much closer together. But the new agencies that we've created in WPP, you know, VML, YNR, Wonderman Thompson, you know, have capabilities that go beyond advertising into e-commerce, into health, into building experiences, into CRM and data capabilities. And that I think puts those businesses in a much stronger position to give clients the right solutions and to grow. Fair enough. I think a very, very important point doesn't matter to the client, especially it doesn't matter where the idea is coming from. Especially today, clients are not looking at advertising agencies to just bring communication ideas to the table. And I think agencies certainly have a unique proposition here in terms of having significant understanding of brand to be able to suggest the right technology platforms to use the right e-commerce strategy to follow. We have an understanding of consumers there. I mean, an understanding of consumers and how they adopt technology and an understanding of marketers and how they use it. And too often, I talk to clients who have worked with another consulting firm, they say, well, we implemented this technology, but we don't know what to do with it. I would approach it from the other way and say, well, what are the marketing programs that we need to have? What is the technology that needs to power it? And how do we do it? Now, the other half of that coin is creativity. Because actually, I think that in this new world, the demand for creativity has not gone away. And you may have seen that we hired Rob Riley as our Chief Creative Officer across WPP. And I can see Per Peterson on this call somewhere, creativity is still critical to our clients and in all of its forms. And we can't forget that. So it's sort of two sides of the coin. On one side of the coin, you have creativity and ideas. And on the other side of the coin, you have data and technology. And I think there's two notions have to be inseparable. And I think at WPP and the agencies within WPP, we have a unique ability to bring those two things together to create really breakthrough ideas for clients, as well as understanding how to get those ideas to reach the consumer, as you say, through the media and other channels that they will build. That's right. Let me now come to the media side of the business. Mark and COVID has been the year of profound change. And as I mentioned earlier, this change was already underway. The center of gravity in the media space has shifted in the last year significantly away from what we come to call as legacy media companies to new age digital media companies. It is a no brainer that this change is here to stay. In fact, it will further accelerate as especially in countries like India where COVID has been to use a cliche term game changer. There has been significant uptick in adoption of digital technologies, whether it is digital transactions, whether it is consuming content on digital like OTT, whether it is going online for shopping habits. What does that do to legacy media? India is a very different country. Television is alive and kicking. Print, if you look at language, print is alive and kicking. There has been a setback in COVID, but things have quickly returned close to normalcy. One can say, what's your view on how legacy media can look at the post COVID years? Look, I think India is a unique market because of the strong growth in the economy overall, as I said. But I think the direction of travel, unfortunately for legacy media, is only really heading in one direction. And that's driven by the changes in consumer behavior. And if you look at the trends over the last two years, you can see the impact. I mean, Group M, I believe the ad spend in 2019 declined by 20%, and it will probably be up 20% to 25% in 2021 this year. So let's say it's down 20, up 25. It ends the year 21, up 5 over two years. Now, digital probably grew at 30% in 2019, and 10% probably will go 10%. You know, low, double digit, 10% this year. So that will be up 40. And TV was probably down 20 in 2019 and up 10, so it's down 10. So by the end of 2021, you'll have digital up 40, TV net down 10. So you can see, I'm afraid, the inevitable direction of travel from an economic perspective and digital media now is more than half of all advertising expenditure on a global basis. So I think that those media companies that haven't built strong digital capabilities clearly need to do that. And those clients that haven't figured out how to activate their brand campaigns and how to reach their consumers in a relevant way through digital media need to do it. Now, there will be compensating changes that make it somewhat easier for companies. And we're very bullish about the prospects for, you know, online video and connected television and these are formats where sort of video advertising, i.e. TV ads, are much easier. So I think there will be compensating changes that will mean that we will still be able to get commercials in front of consumers. But the reality is that things are really only heading in one direction and India will be no different from any other market in that respect. And as you say, the pandemic has shifted that because of the explosion of devices, the explosion of local language in India, content, the continued growth in social media, all of those give consumers more reason to be on those platforms. And, you know, it's a, you know, it gathers weight with time and the investments in different areas sort of reinforce the position. So I think you have to, you know, to be successful in business, be in businesses, you know, with tailwinds. And in the media business, the tailwind is clearly on the digital side of the company. It's been very interesting to watch the growth of digital media in the last few years from a medium which had sub 5% of spend share in developed countries. It's gross 50% already. India is looking at a 25% share this year and growing. One of the issues that has repeatedly come up in the last few years and the WhatsApp, the recent WhatsApp controversy kind of puts a spotlight on that are three, four aspects. One, you know, issue with regards to privacy of data, issue with regards to a genuine, genuineness, authenticity of data that is being generated. Third, digital largely, at least in countries like India, was so far used as a lead generation mechanism, not really a brand building media. As countries like India jump to a 25% plus ad spend, do you think the expectations, the accountability demand from digital media will change significantly? Because I say this also because there are lots of brands, for instance, to give you an example, a brand like Parle in India, which is a large food company, an FMCG advertiser, was doing sub 10% spends on digital and when COVID happened, they jacked up their digital spends to 40-50%. And now it's come back to 2025, but that's still double of what they were doing earlier. Now, for a company to double their spends on digital, of course, they'll look at proportionate accountability coming in. Do you see digital media accountability now being sought of being a very different level than how it was earlier? I mean, look, I think clearly, we need to provide accountability in digital media and the points that you made around respect and consumer privacy, accountability are important. But I think the days when you saw digital as just being a lead gen medium are long gone. And the point you made is the most important, you go from 10 to 40 and back to 20, but it's like stretching elastic band, it's ever growing from 10, you're growing from 20. So you've seen probably a three to four to five year acceleration of the trends of digital media. I mean, I remember being in India 12 or 13 years ago with Harish Balam and East Village talking at sort of mobile media, mobile marketing conferences about when would mobile advertising take off and sort of general view would be it was always sort of next year and every year it was next year. Well, that time has genuinely come. And with the shift of ad spend to digital media come two things. One is, as you say, the demand for greater accountability and brand safety, so more responsibility. But the second thing come more resources and those resources are able to build better content, able to invest in stronger content moderation and ensure brand safety. I think that's important. And then to the point about lead generation, as these devices get closer, as commerce and consumption activities increasingly take place on these devices, the notion of sort of lead gen media becomes much less relevant. If you can advertise on a phone and shift and drive demand directly, it's accountable. You can see the transaction. So I think that digital media promises to provide greater accountability and to provide brand building media that drives sales. So I think that's why companies are adopting it. And look, I agree with you. I think Montalers have said they've shifted over time in the US to more than 50% of their spend from digital media. So it is possible for companies that have relied very heavily on traditional television. And my argument to them would be, well, if you don't do it, what's the alternative? So you might not like it. But as you said, necessity is the mother invention that they have to figure out a way of reaching consumers in a relevant way on the devices on which they operate. Now, all of these things would be done in a very sort of, let's say, locally relevant or Indian way. And we're talking to people about e-commerce in India, which won't necessarily involve an Amazon driver van like it does for me in London, but might involve someone running around the corner from the local shop to bring you your produce. So things can happen in a very relevant way, but people will find a way of driving transactions online. That's right. Let me stick to digital and the most influential part, if I can use that term of digital, which is social media. And it's been making news most nonstop the last few years. We've seen what's happened, the impact of social media with regards to the American elections recently. You've spoken about content regulation, content moderation on social media. And it's been a burning topic world over. Brands have spoken about it, brand safety on social media. We have a situation today where brands have genuinely had, have been vocal about their concern with regards to, say, toxicity of content on social media is concerned. And what COVID has done actually is it's putting even more consumer time on social media. So in a lot of ways, social media companies have become stronger. So we have a kind of contradiction here where on one hand, brands have expressed and wanted their concerns to be addressed. On the other hand, social media companies are only becoming even more stronger. What is the way to deal with this contradiction? Look, I think brands have to make a decision whether or not they want to be on social media. And, you know, you saw in the U.S. at several brands, you know, big brands made a decision that at that time, they did not want their appetizer money to fund social media because of its impact on society and concerns around brand safety. And I think that they have every right to do that and ask sort of fundamental questions. You know, you saw, you know, the impact of Twitter's decision and Facebook's decision, you know, on President Trump and it's noticeable that a number of politicians actually questioned that decision from the perspective of free speech, which I can understand. But at the same time, I think it is something that clients need to consider whether they want their appetizer dollars to fund that type of activity. At the same time, I do think that we're seeing growth in other types of services, you know, local language services in India, local media, online gaming, sort of more brand safe environments.  And I think social media companies have an obligation to moderate their content if they do want, you know, advertiser dollars and think about what is on their platform. What's not on their platform. Now, I know that's difficult for them to do and, and, you know, Facebook have asked, in a sense, for it to be codified by law to make their life easier, if you like. But, you know, I think that it's an obligation on them to do it. And I know that they are concerned. I think what's troubling is that we always seem to be behind the curve. We always seem to be shocked. It's one thing, it's one thing after the other. And I think that's what should give people concern is we just don't seem to be able to get ahead of this issue on social media. And the way in which it allows sort of direct, you know, communication in that way. At the same time, you know, there's sort of the practical nature to what you can do. And I think natural concerns about privacy and censorship. So I think it's a thorny issue for clients need to take a position and our job WPP is to advise them on what to do and how to stay as safe as they can. And we spend a lot of time, you know, working with them and working with industry bodies on that. Yeah. And in a lot of ways, brands have spoken last year, many large brands got together and one by one, they did take a decision to stay off some of the platforms till the time, you know, content moderation issues are fixed. So I think brands are taking their steps and agencies have an important role to play in that arena. Let me come to some aspects of what's happening in India, Mark. Ficky frame where you spoke last year in April, and it was early days of COVID, we were just a month into the lockdown. Your assessment at that time was since WPP works Jan, December, Q2 will be 60% down for India. Q3 will be 30% down and Q4 recovery will start. How have the numbers gone? Don't tell us exacts because we understand WPP does not do market wise numbers, but give us a sense of how the shape in WPP is kind of the bellwether stock if I may for the Indian advertising economy. So how's it been each quarter? I think one observation I would make about the pandemic is that I think it's demonstrated, you know, the importance of our industry and of marketing and of what we do.  Our business has been much, much more resilient, much, much more important to clients. So I think we have demonstrated that being able to reach your consumer and getting the message right, consumerizing what we're doing is important. And, you know, we certainly haven't seen, you know, declines of that order of magnitude in ad spend. I'm pleased to say that the general curve is sort of as I, the shape of the curve is as I predicted back in April. I can't believe I gave you a prediction. But anyway, if I did, I'm sure you're right. But the degree of it is much, much less pronounced. And actually, we started to see growth in India in August and September. And, you know, the shift, the delay in IPL will be helped you for a little bit, but we had a very strong holiday season as well. So we started to see growth back in India, August, September, and we're seeing the same thing coming in in the beginning of this year. So I think that actually our business has been much, much more resilient, you know, on a global basis, analysts expect WPPs, you know, net sales for 2020 to be down anything in the region of, you know, 8%. And if we were to do, you know, something in that magnitude, you know, I think it's a significantly more resilient performance than we would have expected at the beginning of the pandemic. Take us, take WPP on a global basis, you know, in Q3, we saw growth with more than half of our top 30 clients. We actually saw, you know, parts of our business much more resilient. So I think if you look at it sector by sector, you know, in India, you know, FMCG has continued to be strong. It's got 25%, 30% of advertising spend, and it's been, you know, strongly for much of the pandemic. But while the focus in the initial days was really on health and hygiene products that spread into other FMCG categories, you know, those companies that again share during 2020 and done well, will I expect want to continue their spend into 2021 to maintain it? We've seen automotive.  And that's a pattern actually we've seen, you know, really around the world. And then clearly, the technology players, you know, part funded by financial backing in part because of the growth available, you know, fintech, mobile games, big increase in spend from mobile gaming. Interestingly, a lot of spend on television, you know, we can talk about the death of traditional, but you know, let's face it, it's not dead. It's just not going to grow as fast. But, you know, they are going on to traditional media to get their message out.  There's no, you can't be just digital or just traditional. You have to be in the right channel for the task that you want to accomplish. Yeah, absolutely. And, you know, I think IPL is a prime example of that. Estimates say that IPL alone clocked some half a billion dollars in spends and my guess is 70% of that went into television advertising. And that's a huge amount of money for a country when, you know, digital is growing at 20, 30% and where rest of the television and the print industry de-grew. That's a very large number. And a lot of this growth has also been fueled by what we call as the new age clients, the so-called startups, the education technology companies, the food tech companies, like you said, fintech, all funded by venture capital money, but the companies that are making, you know, setting the foundations of business growth for the next five years. Mark, if you were to look at how your business is stacked up in India right now, what are the few things that you think, from an Indian perspective, you can export to some of the other parts of the globe, especially the developed economies. Are there any learnings that you had in India in the last few years? Your team has been very stable. Srini has been part of WPP for a good part of your leadership teams across almost all agencies. I can barely think of any, has been extremely stable last many years. Piyush now sits, obviously, on the global Ogilvy board. What are the learnings that you think from India you can export to the rest of the world? Yeah, I think there's many things, many ways India could contribute to what we do globally, one of the reasons we had our executive team meeting in India in March. In the first is, as a sort of technology development, have I mentioned the 4,000 people? I mean, actually in some ways, even before we get into that, the main thing is that the Indian market is the opportunity for us in India is not that different from the rest of the world. And actually, what I think is really interesting is our ability to deliver transformation to clients in India in exactly the same way that we would in any other market to help clients think about purpose and reputation and how to build that. And that's going to be even more important coming out of the market, how to invest in the technology partners. There's some specific Indian companies like Imobi, but broadly speaking, it's the same set of companies, Google, Facebook, plus local Indian champions. And I think we will be seeing more Indian champions, which is a good thing. So part of it is India is part of the mainstream way in which we work around the world. And I think that that's fantastic. Now, at the same time, you have particular strengths from a technology and production perspective. And we are looking increasingly at how we offshore work, if you like, not into these things aren't necessarily lower cost hubs, but more sensors of excellence. I think India can play a much bigger role in building that center of excellence. And Shrini is working with me and our team on, you know, a very strong investment strategy that we can invest in the market there. And as you say, you can play a role creatively. So I think it should be a massive contributor. I'd like to see more executives from India take on, you know, bigger jobs inside WPP and move around into other markets. It's probably something that we haven't done enough of, if I'm honest. But I think that there are many ways in which we can use the insights we get from the Indian market around the world. Let me ask you a bit about your numbers agency, so to say, Group M, which is India's largest media agency and pre-COVID estimates for Group M industry share at close to 60%. I don't know what the share today is. And Group M has been also a very strong, you know, driver of numbers in India. And the shape and the structure of media agencies has changed significantly in the last few years. The role they play in the client's life from being a pure play media buying planning agency. It's not an ideation in an agency. It is also at the forefront of a lot of technology driven changes that you're introducing in the marketing ecosystem. What would you like the post pandemic shape of a agency like Group M to be? Look, I think that Group M and the Group M agencies are extremely strong parts of WPP, that mind share, media comm, wave maker, and the other parts of Group M, you know, really are fundamental. I think there's something about media people. Maybe it's because they're closer to the dollar, that sometimes they can be very strong commercially. That strong kind of commercial bent is important. I think we have the opportunities, as we did with this access to create and invent new business models, ways of getting clients access to inventory in the right way. So I think that the Group M agencies can really play a very important role because they're closer to... One observation I would make is I think that our media agencies manage the sort of analog digital transition much more effectively than our sort of creative agencies. It's something we talked about our investor date back in December. One of the reasons to bring sort of the so-called creative and digital agencies together was to help those businesses on an integrated basis make that transition. And I think that will help them do that. But the Group M agencies did make that transition very successfully. They were helped, I think, by the fact that clients want to look at their budget in one place, and they want to be able to understand how they express it across the digital channels. But I think that people in Group M, we have very strong leadership, very strong technology capabilities. And I think if you look forward, you will see Group M and Christian Jules vision for Group M much more as a software company than just a people-based business, many more investments in technology, a much greater understanding of data, more offshoring and automation. So a vibrant partner to our clients in helping them reach their consumers most efficiently and most effectively. Yeah, absolutely. I think media agencies have, as you rightly said, done the digital transformation much faster than some of the other agencies. And that's helped, I think Group M in India certainly gain a larger share of the money. Let me ask you a bit about the softer aspects of the business you run. And before I go that, Mark, one important aspect I'd like you to touch upon. As I mentioned at the beginning, sustainability has been a very important theme for brands over the years and brands that are kind of really own that did well pre-COVID. COVID has thrown a lot of things out of gear. Income inequality has gone up significantly because the bottom half of the world population is far more severely impacted than the top half. Do you think sustainability as a plank, as a position for a large number of companies will continue, more companies will sort of adopt it post COVID? Absolutely. I mean, I think that companies, I think business leaders recognize the importance of building sustainability or purpose into their company. We set out a new purpose at WPP to use the power of creativity to build a better future of people, planet, clients and communities. And those four groups, the people touched by the work. And even at WPP, or not even, but at WPP, we have a tremendous opportunity, think about it to use our voice. We're responsible in some way for one in five, one in six of the world's ads, even more in India, to use our voice to make the world a better place. And I think that that's something that we want to do because it's the right thing. And I think we want to do it because it's good, it's the right thing for business. And those two things should not, should not conflict. And you know, some of the work that we've done, let's say we've just done, leave us some of the water campaigns, many of the campaigns around plastic and waste reduction. I think all of these things are very important to consumers today. And the notion that we could carry on with our business without thinking about its impact on people or without thinking about its impact on the planet, I think have just, have just gone. And so companies need to be, you know, we talked about tailwinds. I think investing in sustainability is a good way of putting yourself in a tailwinds. It's something that we're very focused on investing in, in WPP, and a topic of conversation that we're having with, with many, many of our clients. And I think that, you know, if we can get business working in a better way, if we can have business work that doesn't cause tremendous plastic waste, you know, that blights the environment, if we can get business working in a way that provides jobs to people, you know, around the world, then many good things actually that business can do, and we have to do it in a way that's profitable. You know, some people thought we're moving to green energy, that's going to cost a company money, why would you do it? Well, actually, you know, the process of moving to green energy causes you to look at your energy consumption. It causes you to think about waste and other, otherwise, it should reduce your energy bills. So we need to think about this as a way of doing, you know, better business. And certainly that's important to us at WPP. I think it's important, I would say to all of our clients today. I think hopefully that'll be a silver lining of this pandemic. Last question before you go, I know you have other commitments scheduled. What's been the most challenging part of the pandemic? And I asked this question not from a client management and sort of brand management view, but as an individual for Mark Reed, you lead a company with more than 100,000 people across the world, and every country is very differently impacted. What's happening in the UK is very different from the US versus in India or a China. For Mark Reed, what's been the challenging part of the pandemic? Look, I think everyone's been differently impacted, but I think everyone certainly at WPP has responded fantastically well, and our people have really stood by each other. You know, I think my challenges are the same personal challenges that we've all had. You know, I've been talking to Srinni. He's been in the same room for 10 months. You know, I think we're all a little bit sort of this sort of incarceration that we're all facing is not easy for anyone. It's not easy for people with kids. It's not easy for single parents. It's not easy for people that live alone. You know, I'm probably one of the most fortunate, or certainly one of the most fortunate people to be in this position. When we were in India, we went to see the kids at the WPP Foundation, and they sent me a fantastic video over the holiday sort of on the visit. You know, I dread to think what life has been like for them over the last few months. Sadly, India, Mark, we've lost three people to COVID over the last 10 months. So a lot of people have had a tough time.  I think the one thing I have learned, if I can look at it that way, is the importance of communication and the importance of communicating to our people and to, you know, try to bring people closer together and to encourage people to understand, you know, that we are all in this together, and I said to our people, by the way, it's not just our people looking after each other.  How do we, you know, how do we really, you know, be there for each other? I think it's something that's really important to understand the situation that people are in and show, you know, a lot more sort of empathy and respect to people. There's been a lot of comment, increasing comment in the sort of business press about sort of empathetic leadership. But I think it is important, and that may be another permanent and good shift of this pandemic to sort of a less sort of focus on sort of the CEO as hero and a greater focus on what, you know, people and companies can do together when they have a strong purpose. I think that's very well said, Mark. And I do hope the pandemic leaves behind one legacy in terms of, you know, making us a species which is more empathetic to each other, which is more bothered about each other's well-being. Thank you, Mark, for joining us on a Monday morning. I'm sure you have a busy day and a week, but really appreciate you taking time out. Unfortunately, we don't have time to take any audience questions, but we'll collect the questions and send them to you. Thank you for joining us. It was useful and insightful for you to do this for us, and have a great day and a week ahead. And Noah, thanks very much for having me. And it's always a pleasure to talk to, you know, all our people and all our clients. And as I just say, now I have them on the court, you know, thanks to everyone for listening. Those are people from WPP. Thank you for everything that you've been doing to our clients. Thank you for your continued support. And thank you everyone for listening. And have a good week.


lighting. Here's a 101 on lighting. Here's six 12 volt bulbs and one is wired in series much like your old Christmas tree lights where it goes into one side of the bulb and out the other and one one goes out, they all go out. The other ones are parallel, each drawing 12 volts from the leads. The difference is that in series they only burn it four volts each and the bottom series they burn it 12 volts each. So in order to get dim light, particularly with street lights or lamps on the platform or something like that, it's best to wire them in series to cut the voltage down so you don't over-apply voltage. Next one please. Here's a case in point. The station had a number of these platform lights and on the left is how it looks to the viewer. On the back is how it looks to the guy that's putting the bulbs in. I found that those the globes are like pearls and I found I could bore a hole in them because they're just plastic of course and I put a grain of sand bulb down each one to light them up and one leg of the the bulb was soldered or glued to the casting and the other leg of the wire was brought down to the back of the post to be hooked up so then if I wanted to light the bulb I'd put one wire on the brass tubing which helps support and locate the platform lights and then one wire from the wire and it should light. I'm a little bit paranoid to to see if it works but in so far I haven't but it's coming. Next. Here's a way of making Campbell's street lights work. I wrote an article on this a few years ago too. It he replaced the the column with a 1 1 8 inch brass rod tubing rather and just bore a hole in the bulb support and in the base and extended down below the base for making sure you're located so it doesn't fall over and you have to bore a hole in the prism too for the bulb to fit and maybe a little bit in the cap if the bulb has a little point to it but those work. Next one please and you see I grabbed this slide but I didn't have any lights, street lights or platform lights lit but that's the night scene in Mystic. Next one please. This is the Freight House where you see that door? That's the light shining through the door. This kit was given to me so I would in order to fix that I have to take the door out put a piece of cardstock behind it so it wouldn't shine through the door. There's my Styrene house upon a spot between the grocery store and Freight House so don't throw anything out even though you can't use it in the prescribed spot. Next one please. Here's Appleman's. Here's your interior detail. The amount of time I spent on making that detail it was well worth it because it just took me minutes to do. Next one please. Here's Amy Stills. Next one please. This is the passenger station and the Freight platform. Next one. Signs. To say that the value of signed is an understatement you should under the value of signs.  There's a great value in signs. You can establish an era if I have a billboard on my layout ever advertising the aptitude groups of a Model T Ford in 1925 Ford so that takes my year is 1925. I have another sign on a building in Deep River and outside it says Hotel which means that building is a hotel and it says Deep River over it means it's in Deep River so I got two for one for that sign. So you can't under value the meaning of signs. Next one please. Now you can make your own signs by getting these letter sets. You can get them from art stores or probably complete stationary stores. I like the second one anywhere you can apply them and you can change the color of the sign by if you don't go outside the lines of course and make another sign but you can change the color of any of these signs.  Next one please. Wills Junction sent me, Carl Schultz started Wills Junction and he had signs for every category, soda fountains, automotive, whole host of things and that was black and white wonder when I made the Ginseng and Ginseng sign on the grocery. Next one please. For you contemporary models or at the which of Sunday and you have a whole host of signs coming toward you I would suggest that you were to be signed conscious to get a cardboard box and if you see a sign clip it out put in the box you not use it right away but you might not use it for 10 years but come back and you see the sign and I can use that and I thought it was nice that the Quaker folks published theirs and all popular skills they had O scale S H O and N but I put that in for a little joke but there is really no skills of signs unless you're talking about street signs like stop sign to yield sign it's a big sign H O the small one in O scale and you can interchange them you can use an O scale sign if you want a big sign on the side of the building. Next one please. Now I said that we're going to talk about preparation of signs back in 1925 it wasn't unusual for a guy to go around with a long handle brush with stiff bristles and a bucket of paste and if a circus was coming to a town or a new movie was coming to town he was at a place to put him up wherever he could find a spot so what we've got to simulate that. This is my graphing tape again which I use exclusively for this stuff. This is a sign out of fine scale miniatures sign set and it's a piece of sandpaper that's all we need. Next one please. Now I put a piece of tape down right in the center of the sign on the back the reason for that so you won't as you're going through the next process bore a hole in the sign. Next one please. So you start in the center of the sign and you go in one direction wearing away the paper in the back and when you start to see the blue or the colors of the sign coming through that's when you stop unless you want to sign it's been up for quite a while you want to rag it edge to it. Next one please. So that's what you end up with and you take that piece of tape off and maybe give it a couple more swipes and then you're all set ready. Next one. Now here's the same sign on the same wall it's the one the way I just described this is the one that comes out of the sheet and this one looks you could see the brick work showing through the back because it's so thin now and it looks like it was rolled right on there this one looks like it's either a cardboard or a metal sign on the side of the building but the the Gin's brothers was was the one that I particularly am pleased with because that went right around the clavards. I started with that sanding process and I put it up there and I put it up under the eaves and then I stroked it out and I went down one clavard and I had a straight edge and I put tucked it in the clavards again until it was all done and it came out pretty good. Next one please. Here's a sign that was on the side of Amy's Dry Good. It was a green building and I'm always changing color to the buildings and I decided to make it brick color you can see the green and places around and had this sign on it and I started peeling it away I wasn't getting anywhere so I I got up some coarse sandpaper and a block of wood and I started going back and forth sanding and I said I'll sand it off and I stopped and I said jeez it looks pretty good it's been up for a while so I stopped and probably there's everyone read it's 15 cents a loaf now and that sign went up so some things happen by by accident. Next one please. Here's I make my own cross bug signs I know you can buy them cheap enough but they're usually out of plastic they're usually pretty heavy and the lettering is jet black and if anybody has seen these cross books the first thing they go is the lettering gets faded by the sun and it gets grayer and grayer and so I can control that on my computer I just put these in Excel and put them across put them on a post and put them right the main line or the track. This sign is valid because the road here goes across a bridge and so does the train it goes here the same bridge. Obviously he had the right of way so he had to watch out for trains and I highlighted with a magic marker to draw attention to it now and look much much like that so the I made it to look like it's been around for a few years a few cans of oil the grease the gears but otherwise it's on its own a small platform a little heavy object from a flat car or something like that. Next one please. This is the freight house which is the busiest part of Mystic a lot of stuff comes and goes from here and it's a beehive of activity. Next one. Across the tracks is King Cole is the structure I made when I was about 16 years old and I didn't have the feel for skill size these rocks for the foundation are right bowlers and these bands are very heavy but I still put it right down in the front of the scene and used it. Next one please. Here's Appleman woodwork with piles of wood. Atlas makes these this lumber piles or did they make a single layer and you can stack them as high as you want and it looked like wood so I said gee watch I make a lot of problems losing up strip wood and I can get these right out of the box so that's what I did. Next one please. Here's a little few weeds and cans are starting to collect around. Amy's drive good. Next one.  Next one please. This is a railroad have no structure. I don't know if you remember these but it was all epoxy of the windows and wall are all one piece and they had a unique look to them all this design was built in even the sway in the roof was built in and it was a single roof that leaked apparently so now this side and then all with the other side is all corrugated rusted corrugated iron to prevent the leak and so I named it Tainan Brothers Garage from my grandson Ben and Matt. This guy got in trouble with his car. I wrote an article for Inner Gauge to give that on that one. Next one please. So here we are here's our focal point and the back I want to point to the distant house how it looks good from this point. Next one please. It looks good from this point too. Next one please. Looks okay from here too. So the way you place them and the way what you do with the background structures is what is important so that they look in any direction like they should. Next one please. Here's a track in the streets and I cut and fitted cardboard that was first I had glued onto some sand on the cardboard and it cut and fit that thing but there's an easier way putting a piece of paper down and taping it on the end and then going with the lead on an angle and over the rail and tracing every rail that way you can glue it right to the cardboard and have a nice fit. Next one please. There's Perkins Prado's he's a little bit nervous about the leaning towers but and there's Manjunian's on doing the sign change. Next one please. This is this is this is the last slide. These are the problems you wouldn't think anybody who has 50 years of modeling experience would have any problem at all putting this scene together but I I do and and you're gonna have some problems too but it's up to your own resourcefulness and you know where to get around them. The grocery store had a roof line that had to be altered. Stone foundation had to be added. The starting house didn't fit. Another one had to be built. Two industry buildings were added. One eliminated. The Queen house was painted green color change. The shed in the background house had to be extended. Amy's dry good change color. Sign couldn't be removed painted around the sign which was having to be a blessing and Mystic Bank in case the building shape modified. It's probably a couple more in there I couldn't remember but that that's I pointed these things out because you're gonna come across the same thing when you do if you try to do the same thing.


I'm going to give you some tips on reality shifting. I'm not going to give you any fluff. I think a lot of the videos about reality shifting have too much kind of small talk. Okay, so tip one. You don't need to hold anything back when you have reality shifted. You don't need to avoid telling people. You can tell people you shifted. That's absolutely fine. It's not like in a lucid dream where if you tell people I'm lucid, it's going to collapse a dream. If you've already reality shifted, your consciousness is there. It's going to be quite hard to be pulled back to your current reality because you have shifted your consciousness. The next one is that when you write your scripts, and they don't have to be paper scripts, by the way. They can just be an intention in your mind. But when you write them, they need to be pretty specific in terms of what will cause you to think about your desired reality. It doesn't matter how many pages you write or how much detail you go into, what matters is that when you read or think about your script, it causes you personally to think about your desired reality. The next one is that numbers can be a very powerful sign that you're either about to shift or you have already shifted. And specifically when I talk about numbers, I mean angel numbers, repeating numbers or patterns, which can be messages. And really, they're kind of like bits of information that can travel between dimensions, that can give you a hint that you're on the right path. Numerology is a pretty interesting thing. It kind of relates to astrology and astronomy as well. And what I would really encourage you to do is just scroll down to the description and pause this video and just click on the link that says a free numerology report. This will give you a free personalized video which explains your numbers and what things to look out for. And these can be a powerful sign that you have either reality shifted already or you're about to. Next tip is if you haven't learned how to reality shift already, watch my other videos. Just subscribe to this channel or just go and look at them. Next tip is you need to be meditating as often as you can realistically. Now, I want to say realistically because you don't need to be meditating an hour every day, but you need to be doing at least five minutes a day, ideally twice. So five minutes in the morning and five minutes in the evening before you go to bed. This massively helps. It will raise your vibrations. You'll be more likely to lose a dream, more calm, less stressed. There's a whole host of benefits, but it makes reality shifting more likely because when you meditate, you take yourself out from your head controlled awareness and bring yourself into your knowing, your intuition, your heart chakra connected to other dimensions in your higher self. And you leave behind that ego driven, easy to manipulate left brain kind of thinking that is always trying to manipulate and control what you do. So meditation, it's pretty good. The next tip is don't try and do this every single night. Firstly, it's unlikely you will do it every night. So you're going to have a lot of nights where you fail. And then when you do fail, completely ignore it. This is what you should do. Just completely ignore it and pretend that it didn't happen. Only focus on and only remember the times when you came close or when you actually reality shifted. The next tip is you can mix up reality shifting methods, but you should give each one at least three or four nights to become truly effective. So give it a good chance. Scripts can be in any form as long as you personally know exactly what it is you want in your desired reality. So even if you have written 10 pages, if it's not specific and it doesn't make you kind of triggered into remembering exactly the feeling you want, it's not going to work. In the same way, somebody could have a script the size of a post-it note. And if it gives them a strong trigger that makes them really think about what they want in their reality, that will be more effective than the 10 pages. It needs to trigger something for you personally. Next thing is that subliminals. And when I say subliminals, like Binaural Beats tracks with kind of audio or interlaced messages in them, can really help you. And they actually can be used alongside most techniques and methods. I will be making and posting a subliminal track to this channel, so subscribe if you haven't already, but they can be really effective. Another tip is to scroll down and leave a comment saying I will shift tonight or I am getting closer to shifting. I can reality shift. Affirmations are powerful. Don't skip this and just assume it's me trying to get comments on my video. It really does work. Even if you write them in a blank document or on your notepad on your phone, comment something saying I will reality shift. I can shift makes them more likely. And lastly, make sure to visualize the reality you want during the day. Visualize it as often as possible and it's more likely to happen.