1 00:00:00,000 --> 00:00:02,510 Welcome to Frictionless Marketing, where we explore the latest 2 00:00:02,510 --> 00:00:04,920 trends and challenges in the world of marketing and beyond. 3 00:00:05,270 --> 00:00:09,260 . Today we're joined by Amy Atwood, Vice President of Regional Communication and 4 00:00:09,260 --> 00:00:11,240 Philanthropy at Takeda Pharmaceuticals. 5 00:00:11,930 --> 00:00:15,290 With over 25 years in corporate communications, Amy has championed 6 00:00:15,290 --> 00:00:18,380 transparency, authenticity, and the integration of patient 7 00:00:18,380 --> 00:00:19,820 perspectives throughout her career. 8 00:00:21,260 --> 00:00:25,625 Her journey from roles at Sanofi to her current leadership at Takeda, reflects 9 00:00:25,625 --> 00:00:29,375 a commitment to empowering individuals through clear, timely communication. 10 00:00:30,575 --> 00:00:34,505 Today we'll explore Amy's insights on the evolving pharmaceutical industry, 11 00:00:34,745 --> 00:00:38,645 her advice for budding communications professionals and her perspective on 12 00:00:38,645 --> 00:00:43,325 purpose-driven work, diversity, equity, inclusion, and the impact of augmented 13 00:00:43,325 --> 00:00:45,425 intelligence and communication strategies. 14 00:00:46,385 --> 00:00:48,935 Join us as we delve into these pivotal topics. 15 00:00:48,935 --> 00:00:52,670 Live from fierce pharma, PR and Comm Summit East with Amy Atwood. 16 00:00:52,670 --> 00:00:54,710 Amy, thank you so much for joining us. 17 00:00:54,710 --> 00:00:58,730 We've now just completely wrapped the last session at the Fierce 18 00:00:58,730 --> 00:01:00,920 Pharma PR Communications Summit East. 19 00:01:01,290 --> 00:01:05,010 I'm really looking forward to hearing your thoughts in this show. 20 00:01:05,260 --> 00:01:09,305 Specifically, what we're gonna do is just recap for our listeners what they missed 21 00:01:09,310 --> 00:01:13,635 by not being here, what the key themes of the conference were, any important 22 00:01:13,635 --> 00:01:17,115 takeaways, and just general learnings and conversations that happened here. 23 00:01:17,115 --> 00:01:19,245 So thank you for agreeing to be on the show. 24 00:01:19,530 --> 00:01:21,480 Thank you so much for having me, Paul. 25 00:01:21,485 --> 00:01:26,370 This has been such an energizing, inspiring two days. 26 00:01:26,730 --> 00:01:29,755 It was really jam-packed. 27 00:01:30,075 --> 00:01:37,085 Going from 9:00 AM until 6:00 PM with sometimes two tracks at the same time. 28 00:01:37,085 --> 00:01:40,205 So there was a lot of information to absorb. 29 00:01:41,000 --> 00:01:44,240 There was, and a lot of very different topics covered. 30 00:01:44,240 --> 00:01:48,245 And then also some themes that definitely came up repeatedly. 31 00:01:48,515 --> 00:01:52,285 Obviously, AI was a big topic in many different ways, but what else, 32 00:01:52,285 --> 00:01:54,115 what other themes emerged for you? 33 00:01:54,720 --> 00:01:58,230 It was really interesting because, like you said, there were some things 34 00:01:58,230 --> 00:01:59,910 that came up over and over again. 35 00:02:00,570 --> 00:02:07,330 Transparency, if I had a dime for every time we said we need to be transparent 36 00:02:07,360 --> 00:02:11,140 in our communications and our planning and everything that we're doing. 37 00:02:11,610 --> 00:02:12,850 Authenticity. 38 00:02:13,129 --> 00:02:15,986 AI over and over again. 39 00:02:16,306 --> 00:02:17,656 Human-centric. 40 00:02:17,968 --> 00:02:24,163 I think think the fact that corporations' voices have evolved over time, and that 41 00:02:24,168 --> 00:02:30,633 really goes back to the title of this conference was driving the next evolution, 42 00:02:30,663 --> 00:02:36,353 igniting innovation, powering impact, and the way that we're going to be. 43 00:02:36,678 --> 00:02:38,238 We have been evolving. 44 00:02:38,238 --> 00:02:44,508 I've been in this industry almost thirty years, and when I think back to some 45 00:02:44,508 --> 00:02:49,098 of the ways that we did things and actually having to learn a corporate 46 00:02:49,098 --> 00:02:52,158 voice that was almost computer-like. 47 00:02:52,278 --> 00:02:59,378 And now we are the opposite and we're trying to get our leaders to be humans. 48 00:02:59,428 --> 00:03:03,048 [Paul laughs] That's one of the things that people really 49 00:03:03,048 --> 00:03:04,763 spoke about over and over. 50 00:03:05,178 --> 00:03:05,568 Yeah. 51 00:03:05,568 --> 00:03:09,868 But I hadn't put it in that context in my own mind of juxtaposing with 52 00:03:09,868 --> 00:03:12,988 many of these corporate leaders, they also grew up in an environment 53 00:03:12,988 --> 00:03:17,033 where they were taught to roboticize themselves, largely because they were 54 00:03:17,033 --> 00:03:19,133 speaking to institutional audiences. 55 00:03:19,593 --> 00:03:24,513 Now, of course, through consumerization, both in the patient side of what we do 56 00:03:24,813 --> 00:03:28,503 as well as the role of pharmaceutical industry in the larger societal 57 00:03:28,503 --> 00:03:31,073 discourse, and retail investors. 58 00:03:31,913 --> 00:03:34,033 It's like, oh my gosh, we actually have to talk to people again. 59 00:03:34,933 --> 00:03:36,813 And we have to talk about people. 60 00:03:36,813 --> 00:03:42,133 Another theme that there were multiple sessions on was storytelling, or, 61 00:03:42,433 --> 00:03:44,053 as you were saying, story making. 62 00:03:44,503 --> 00:03:51,208 We need to really make sure that we're always, in our industry, putting patients 63 00:03:51,238 --> 00:03:57,418 at the center and telling the stories of those patients and those people in 64 00:03:57,508 --> 00:04:02,908 that - going back to it - authentic, transparent way that can resonate. 65 00:04:03,538 --> 00:04:10,228 Another theme that came up again and again, actually two different distinct 66 00:04:10,258 --> 00:04:12,808 themes that people often tie together. 67 00:04:12,808 --> 00:04:16,863 So I actually feel a little bad saying them in the same breath, but 68 00:04:16,983 --> 00:04:21,633 health equity - I'll pause - and DENI. 69 00:04:22,238 --> 00:04:30,978 And making sure that we are, how we're telling our stories, and ensuring 70 00:04:30,978 --> 00:04:33,588 that our patients can get access. 71 00:04:33,638 --> 00:04:33,878 Mm-Hmm. 72 00:04:34,793 --> 00:04:43,703 And how we are making sure that a patient sees themselves in the stories that 73 00:04:43,703 --> 00:04:49,193 we're telling so that we are finding patients from all walks of life and 74 00:04:49,198 --> 00:04:55,743 all types of patients so that we can be using those examples for others. 75 00:04:55,893 --> 00:04:58,783 Yeah, and there was a great quote, and I know he was borrowing it from 76 00:04:58,783 --> 00:05:02,713 somebody else, but Sri Ramaswami from GSK was the one who said, 77 00:05:02,983 --> 00:05:04,903 "You can't be what you can't see." 78 00:05:05,263 --> 00:05:07,783 Which I thought was a really great quote in this area. 79 00:05:07,783 --> 00:05:12,103 And then of course, he led the panel where Tiffany West at Gilead really 80 00:05:12,108 --> 00:05:16,273 had an incredible story about the health equity journey there from sort 81 00:05:16,273 --> 00:05:20,133 of moving out of the foundation and being like a little bit of the frosting 82 00:05:20,138 --> 00:05:24,698 on the cake instead of the cake into this is now central to the business. 83 00:05:24,938 --> 00:05:29,258 Of course, that's I guess where we would all aspire to this work landing, even 84 00:05:29,263 --> 00:05:32,948 though oftentimes it seems to be a little bit of a difficult road to get there. 85 00:05:33,473 --> 00:05:38,303 Yeah, I think one of the things that I heard repeatedly when we were talking in 86 00:05:38,303 --> 00:05:44,783 different sessions about health equity is making sure that it's not transactional. 87 00:05:45,183 --> 00:05:50,433 That it's consistent and that it's embedded in the business. 88 00:05:50,583 --> 00:05:58,873 And that really brings to mind the importance of us as communicators 89 00:05:59,203 --> 00:06:01,273 being business leaders. 90 00:06:01,529 --> 00:06:04,579 We are not a support function. 91 00:06:04,819 --> 00:06:08,299 We are not simply enabling others. 92 00:06:08,359 --> 00:06:10,939 We are strategists. 93 00:06:10,969 --> 00:06:13,279 We are thought partners. 94 00:06:13,279 --> 00:06:14,809 We are advisors. 95 00:06:14,839 --> 00:06:19,109 And that is included in the health equity space as well. 96 00:06:19,799 --> 00:06:22,414 Yeah, and there's definitely a noticeable difference when you, 97 00:06:22,474 --> 00:06:27,364 picking up that thread, between people saying communications was 98 00:06:27,369 --> 00:06:30,364 consulted after a decision was made. 99 00:06:30,414 --> 00:06:31,284 That's our worst. 100 00:06:31,419 --> 00:06:31,769 Right. 101 00:06:31,884 --> 00:06:34,344 Or, communications was asked to communicate about 102 00:06:34,344 --> 00:06:35,514 a decision that was made. 103 00:06:35,854 --> 00:06:40,709 Moving first into communications was asked what will be the 104 00:06:40,709 --> 00:06:42,869 communications impact of this decision? 105 00:06:43,439 --> 00:06:47,759 To now, finally, sounds like some people are being asked what will be 106 00:06:47,764 --> 00:06:49,529 the business impact of this decision? 107 00:06:49,609 --> 00:06:53,449 And that just points to the centrality of communications 108 00:06:53,454 --> 00:06:54,801 in everything we do these days. 109 00:06:55,519 --> 00:06:56,359 Absolutely. 110 00:06:56,359 --> 00:07:01,239 I think it's that making sure that we're tying our communications to 111 00:07:01,239 --> 00:07:03,939 business outcomes is so critical. 112 00:07:04,329 --> 00:07:09,549 Another thing that came up repeatedly in different sessions of all 113 00:07:09,549 --> 00:07:14,304 different topics was communications having a seat at the table. 114 00:07:14,814 --> 00:07:20,964 And I loved one of the speakers talking about how she invited herself and how 115 00:07:20,969 --> 00:07:25,104 she doesn't quite have a seat at the table, but pulled up her folding chair. 116 00:07:25,214 --> 00:07:28,904 And I think that that was a great visual there. 117 00:07:29,004 --> 00:07:34,929 It very much varies across companies and it doesn't correlate 118 00:07:34,929 --> 00:07:37,119 to a company size or anything. 119 00:07:37,419 --> 00:07:43,764 It's one of the things I look for in a company is do the leaders overall - the 120 00:07:43,764 --> 00:07:50,394 CEO, the senior leadership team - believe in the importance of communications and 121 00:07:50,454 --> 00:07:56,034 empower their communicators to have a seat at that table from the very beginning, 122 00:07:56,034 --> 00:08:04,254 from ideation, from brainstorming about a business solution, and to carrying it 123 00:08:04,254 --> 00:08:08,634 through so that it doesn't end up, as you were saying, those other examples. 124 00:08:08,874 --> 00:08:15,339 I think COVID, I am constantly harking back to some of the 125 00:08:15,339 --> 00:08:17,049 silver linings of COVID. 126 00:08:17,439 --> 00:08:22,599 The importance of communications and communicators really 127 00:08:23,544 --> 00:08:25,989 came to light in COVID. 128 00:08:26,424 --> 00:08:32,784 I don't know any stats about this, but I would be willing to bet that if you did 129 00:08:32,784 --> 00:08:38,684 look, there were so many companies that I saw, at least in the Boston area, that 130 00:08:38,684 --> 00:08:45,734 were hiring communicators during that time, who were creating new communications 131 00:08:45,739 --> 00:08:52,229 jobs because they saw that it was really needed to have communicators at the 132 00:08:52,229 --> 00:08:54,449 table to help the company through that. 133 00:08:54,449 --> 00:08:55,515 First of all, I totally agree. 134 00:08:55,979 --> 00:09:00,224 I think COVID, the communications impact was that communications was the only way 135 00:09:00,509 --> 00:09:02,819 to stay in touch with employees, right? 136 00:09:02,824 --> 00:09:05,539 To stay in touch with customers, to stay connected anybody 137 00:09:05,539 --> 00:09:07,019 outside of your four walls. 138 00:09:07,514 --> 00:09:11,594 And a lot of business leaders realized in that moment, they 139 00:09:11,594 --> 00:09:12,954 weren't actually very good at it. 140 00:09:12,974 --> 00:09:17,581 Because they had a way of working that was reliant on being in person 141 00:09:17,681 --> 00:09:21,048 people and when they weren't in person with people anymore, it was like, I 142 00:09:21,053 --> 00:09:22,158 don't know how to operate like this. 143 00:09:22,218 --> 00:09:25,878 And so all of a sudden they did have to both improve themselves and surround 144 00:09:25,878 --> 00:09:27,092 themselves with good communicators. 145 00:09:27,798 --> 00:09:31,363 But I wanna pick back up on this theme because the bringing a 146 00:09:31,363 --> 00:09:32,698 folding chair to the table thing. 147 00:09:32,848 --> 00:09:32,938 Mm-Hmm. 148 00:09:33,268 --> 00:09:35,458 I thought was, I laughed when she said it. 149 00:09:35,458 --> 00:09:37,408 I believe her name is Mel from Mallinckrodt? 150 00:09:37,718 --> 00:09:39,808 I don't know her personally, but I saw her on stage. 151 00:09:39,833 --> 00:09:40,628 I thought she was great. 152 00:09:41,018 --> 00:09:44,438 I brought it up the subsequent conversation with Tanya Wymer from Biogen 153 00:09:44,918 --> 00:09:46,358 saying, what do you think about this? 154 00:09:46,388 --> 00:09:50,938 They were sort of making the case of we're moving from having a folding chair on the 155 00:09:50,938 --> 00:09:52,958 path to getting that upholstered chair. 156 00:09:53,648 --> 00:09:57,688 And Tanya's response was she thought should only have a folding chair. 157 00:09:58,678 --> 00:09:58,948 Interesting. 158 00:09:59,028 --> 00:10:02,908 Because said that the folding chair allows us as communicators to then 159 00:10:02,998 --> 00:10:08,668 leave the boardroom and go among the employees and hear what they really think. 160 00:10:08,998 --> 00:10:13,591 And leave the building and go sit among patients, doctors, and advocates, 161 00:10:13,853 --> 00:10:15,173 and hear what they really think. 162 00:10:15,173 --> 00:10:19,683 Cause we can bring folding chair with us everywhere we go, and then we have 163 00:10:19,683 --> 00:10:22,833 that external credibility when we come back into a boardroom that is 164 00:10:22,833 --> 00:10:26,476 oftentimes a little bit insular and doesn't hear from those audiences. 165 00:10:27,013 --> 00:10:29,283 I thought that was a pretty insightful take on it. 166 00:10:29,968 --> 00:10:33,568 I absolutely appreciate that and do agree. 167 00:10:33,573 --> 00:10:38,938 We need to be the eyes and ears for our fellow leaders. 168 00:10:39,268 --> 00:10:46,488 That said, I think we need to be seen as equally important leaders who deserve 169 00:10:46,488 --> 00:10:49,368 a full, regular seat at the table, too. 170 00:10:49,368 --> 00:10:50,378 So I think it goes both ways. 171 00:10:50,378 --> 00:10:53,878 So let's not take the, uh, the folding versus upholstered chair too literally 172 00:10:53,898 --> 00:10:55,368 or too far, I guess, you're saying. 173 00:10:55,423 --> 00:10:56,473 Yeah, that makes sense. 174 00:10:57,023 --> 00:11:00,573 At conferences like this, I feel like it's really difficult, both for the 175 00:11:00,573 --> 00:11:04,858 presenters, the panelists, etcetera, trying to obviously impression 176 00:11:04,878 --> 00:11:06,513 on people, impart some wisdom. 177 00:11:06,883 --> 00:11:10,513 But it's difficult 'cause you don't know what level the audience is coming in at. 178 00:11:11,003 --> 00:11:16,633 So, how do you set academic foundations like ways of thinking about things, but 179 00:11:16,633 --> 00:11:19,633 then also give really practical advice? 180 00:11:19,753 --> 00:11:24,433 So, elementary school grading, A, B, C, D, or F. 181 00:11:24,536 --> 00:11:29,876 How do you think our presenters did this week on walking that tightrope between 182 00:11:30,126 --> 00:11:33,938 setting foundations, big picture, academic versus like really practical advice? 183 00:11:34,611 --> 00:11:34,911 Yeah. 184 00:11:34,911 --> 00:11:39,651 I see it as the 101 class versus the master class. 185 00:11:39,656 --> 00:11:45,236 And I think different sessions did it better than others. 186 00:11:45,746 --> 00:11:50,416 And I think that different people here were looking for different things. 187 00:11:50,746 --> 00:11:58,666 Some were really looking for the strategy and the high-level insights, whereas 188 00:11:58,726 --> 00:12:06,556 others are starting out and are looking for that tactical, how do I do this? 189 00:12:06,636 --> 00:12:11,406 I'll give one example related to one of the most frequent things 190 00:12:11,406 --> 00:12:13,026 we've already mentioned, AI. 191 00:12:13,586 --> 00:12:21,361 There were certainly some panels that we had that were very, overall, high 192 00:12:21,361 --> 00:12:28,351 level, what AI can do and going forward in the future, there was nothing from 193 00:12:28,351 --> 00:12:34,291 that that you could then take and do when you got back to the office. 194 00:12:35,686 --> 00:12:39,376 Then, we had, one of the things that I really appreciated about the 195 00:12:39,376 --> 00:12:45,576 conference this go round, I've attended for many years, was that there were 196 00:12:45,576 --> 00:12:50,826 round tables that were small group discussions, and one of the round 197 00:12:50,826 --> 00:12:54,036 tables that I attended was on AI. 198 00:12:54,456 --> 00:13:01,176 And in that session there were concrete examples shared, even walking 199 00:13:01,181 --> 00:13:04,786 through this is this type of ChatGPT. 200 00:13:04,806 --> 00:13:06,906 This is a free version. 201 00:13:07,146 --> 00:13:09,216 This is where you find it. 202 00:13:09,486 --> 00:13:14,796 And walked through taking a press release, asking it, explaining the 203 00:13:14,796 --> 00:13:21,816 prompt, walking through how you have it in two seconds, create an internal 204 00:13:21,816 --> 00:13:24,816 article for your audience on that subject. 205 00:13:24,816 --> 00:13:30,842 So really concrete, tactical examples, but it got to both sides. 206 00:13:31,201 --> 00:13:35,191 Especially with AI, I think that's what's just absolutely critical is 207 00:13:35,491 --> 00:13:40,381 it's fine for us to have big picture conversations, but we don't need 208 00:13:40,381 --> 00:13:43,076 to have a vision for technology. 209 00:13:43,126 --> 00:13:45,496 We need to know how do we apply these things in the daily work. 210 00:13:46,261 --> 00:13:53,791 And people are still scared of AI and scared, is this going 211 00:13:53,791 --> 00:13:56,131 to make it so I lose my job? 212 00:13:56,641 --> 00:14:00,661 Am I going to be replaced by the computer? 213 00:14:01,141 --> 00:14:06,176 Is my company going to see this as a synergy thing? 214 00:14:06,206 --> 00:14:09,496 And oh, now your comms team that was ten can be two. 215 00:14:10,136 --> 00:14:15,956 I think one of the things that plays into that is that, yes, it 216 00:14:15,956 --> 00:14:20,006 is progressing at the speed of light, but it is still so early. 217 00:14:20,486 --> 00:14:29,276 And the bias that is inherent in many of the gen AI tools because 218 00:14:29,306 --> 00:14:31,856 it's taking from the internet. 219 00:14:31,911 --> 00:14:39,291 Even in some of the different areas of medicine, we haven't done enough research. 220 00:14:39,296 --> 00:14:45,611 There isn't even data out there for certain types of people and 221 00:14:45,611 --> 00:14:49,751 different things that if the data's not out there, it's certainly not 222 00:14:49,751 --> 00:14:53,861 on the internet, and so it's not even giving you the accurate thing. 223 00:14:53,861 --> 00:14:58,511 So you need to learn to mine through that, and you need a human to be able to 224 00:14:58,516 --> 00:15:05,216 recognize that that's one, not factual, or two, it's biased, or something else. 225 00:15:05,216 --> 00:15:08,651 So I don't see it as replacing us. 226 00:15:08,651 --> 00:15:12,851 But what I do see is it's absolutely going to change our jobs as 227 00:15:12,851 --> 00:15:14,651 communicators without a doubt. 228 00:15:14,741 --> 00:15:22,271 And that we need to be both trying it out and experimenting. 229 00:15:22,691 --> 00:15:29,501 We need to be upskilling ourselves, upskilling our teams so that they can 230 00:15:29,501 --> 00:15:35,381 be the most valuable communicators because they know how to utilize AI. 231 00:15:35,521 --> 00:15:39,481 It can do some of their job for them, and then they can focus on 232 00:15:39,481 --> 00:15:42,136 other priorities that AI can't do. 233 00:15:43,223 --> 00:15:43,943 Yeah, absolutely. 234 00:15:43,943 --> 00:15:46,768 And I think I said this yesterday, my favorite quote in this area 235 00:15:46,773 --> 00:15:50,133 is Scott Galloway saying, "AI is not gonna take your job. 236 00:15:50,868 --> 00:15:52,908 Somebody using AI is gonna take your job." 237 00:15:53,358 --> 00:15:53,478 Yes. 238 00:15:53,728 --> 00:15:54,508 Exactly. 239 00:15:54,728 --> 00:15:56,338 [Laughing] Exactly. 240 00:15:56,447 --> 00:15:59,927 Alright, so AI certainly a main theme of the conference. 241 00:15:59,927 --> 00:16:01,367 Health equity, certainly. 242 00:16:01,737 --> 00:16:04,617 Now you brought up DEI and we haven't come back to that yet. 243 00:16:04,987 --> 00:16:08,792 DEI, I would say, has many connotations and oftentimes in our roles we're 244 00:16:08,792 --> 00:16:12,587 talking about communicating in an inclusive way for the company. 245 00:16:13,157 --> 00:16:17,997 But if we're being honest with ourselves, that was not a very diverse conference 246 00:16:18,792 --> 00:16:20,752 in terms of our industry itself. 247 00:16:21,397 --> 00:16:24,157 So what do we do about that? 248 00:16:24,562 --> 00:16:29,422 Well, I think it's also representative of our industry. 249 00:16:29,872 --> 00:16:36,862 So, I actually think that this was fairly diverse compared to some 250 00:16:36,867 --> 00:16:39,562 other conferences that I've attended. 251 00:16:39,562 --> 00:16:44,042 I know how difficult, it is to build diverse teams. 252 00:16:44,042 --> 00:16:52,032 We need to get more people of color, and often more men, all different types, 253 00:16:52,122 --> 00:17:00,522 into communications in general so that we can then have more diverse conferences. 254 00:17:00,902 --> 00:17:05,162 One of the things that I absolutely loved was a leader who I worked for 255 00:17:05,162 --> 00:17:10,977 a number of years, he had a guiding principle that anybody asked him to 256 00:17:10,977 --> 00:17:18,497 be on a panel or at a conference that there had to be a woman on the panel. 257 00:17:18,787 --> 00:17:18,847 Wow. 258 00:17:18,847 --> 00:17:21,137 And could, she couldn't be the moderator. 259 00:17:21,692 --> 00:17:24,842 She had to be subject matter expert. 260 00:17:25,382 --> 00:17:32,262 That changed a number of panels because they would actually make sure 261 00:17:32,262 --> 00:17:35,622 that they then went out and found a woman if he was saying, no, I'm not 262 00:17:35,622 --> 00:17:39,972 gonna do it unless there is a female subject matter expert on there. 263 00:17:39,972 --> 00:17:43,122 And so I think there are different things that we all have 264 00:17:43,122 --> 00:17:44,772 to do to try and change that. 265 00:17:44,822 --> 00:17:50,132 My husband teases me because it seems like no matter what team I have, I only 266 00:17:50,132 --> 00:17:52,272 have one man on my team half the time. 267 00:17:52,272 --> 00:17:57,352 [Paul chuckles] And I'll have a team of ten or fifteen people, and it always seems 268 00:17:57,352 --> 00:17:59,697 to be that there's always only one man. 269 00:17:59,697 --> 00:18:01,757 And he's like, you need to really branch out. 270 00:18:01,757 --> 00:18:03,872 It's like, I am looking. 271 00:18:04,832 --> 00:18:05,042 Mm-Hmm. 272 00:18:05,282 --> 00:18:05,283 Yep. 273 00:18:05,642 --> 00:18:05,942 Yep. 274 00:18:06,122 --> 00:18:09,412 When I first joined Lippe Taylor with Maureen Lippe, I think I 275 00:18:09,412 --> 00:18:11,382 was like the third man in the company or something like that. 276 00:18:11,412 --> 00:18:11,592 Yeah. 277 00:18:11,937 --> 00:18:12,237 Yep. 278 00:18:12,627 --> 00:18:14,747 You're not usually a minority. 279 00:18:14,747 --> 00:18:15,587 Right, right. 280 00:18:15,587 --> 00:18:17,237 Well, I've been in this industry long enough that I've grown 281 00:18:17,237 --> 00:18:18,317 accustomed to it, I guess. 282 00:18:18,372 --> 00:18:25,422 But I think diversity, equity, and inclusion was one of the threads that 283 00:18:25,422 --> 00:18:32,352 went throughout so many of the different discussions over the last two days. 284 00:18:32,432 --> 00:18:36,902 I think it's something that more than anything we need to be focused on and 285 00:18:36,902 --> 00:18:41,162 we need to be cognizant of in everything that we do, whether it's in the 286 00:18:41,162 --> 00:18:45,912 storytelling and making sure that we're telling all different types of stories. 287 00:18:46,152 --> 00:18:50,072 That we're finding that diversity of thought, those opinions. 288 00:18:50,552 --> 00:18:57,257 One of the most important things that we heard over and over and over again is 289 00:18:57,497 --> 00:18:59,597 the importance of asking good questions. 290 00:18:59,647 --> 00:19:02,377 And I think that's also part of that. 291 00:19:02,727 --> 00:19:07,947 But having to listen and make sure that we're listening more than we're talking. 292 00:19:07,997 --> 00:19:12,827 It also goes to who are we listening to and are we going to the same 293 00:19:12,827 --> 00:19:18,287 people all the time, or are we making sure that we're getting that 294 00:19:18,287 --> 00:19:20,112 diversity of opinions and thoughts? 295 00:19:20,387 --> 00:19:20,627 Yep. 296 00:19:20,957 --> 00:19:21,617 Absolutely. 297 00:19:22,217 --> 00:19:25,927 It's funny because one of the real challenges is that communications 298 00:19:25,927 --> 00:19:26,797 moves at the speed of light. 299 00:19:26,797 --> 00:19:26,887 Yes. 300 00:19:27,497 --> 00:19:33,047 Marketing moves in long windows, big planning cycles, big investments. 301 00:19:33,477 --> 00:19:34,977 Communications moves at the speed of light. 302 00:19:35,637 --> 00:19:41,117 And it is a lot harder to do that with an inclusive team. 303 00:19:41,757 --> 00:19:43,857 It's a lot easier to get a bunch of people in the room that 304 00:19:43,857 --> 00:19:44,937 all went to the same school. 305 00:19:45,567 --> 00:19:47,192 That all have very similar backgrounds. 306 00:19:47,937 --> 00:19:49,707 That all see things in the same way. 307 00:19:49,917 --> 00:19:51,687 You get around the table, you're like, hey, do we all agree what we should do? 308 00:19:51,687 --> 00:19:51,927 Yep. 309 00:19:51,927 --> 00:19:52,137 Sure. 310 00:19:52,137 --> 00:19:52,947 That was easy, let's go. 311 00:19:54,327 --> 00:19:56,727 But, of course, you never get the best results that way. 312 00:19:56,727 --> 00:19:57,327 Never. 313 00:19:57,447 --> 00:19:58,737 You just get something done quickly. 314 00:19:59,247 --> 00:20:02,307 And that only reflects you, and then you're never gonna grow. 315 00:20:02,307 --> 00:20:03,687 You're never gonna learn. 316 00:20:04,347 --> 00:20:04,587 Yep. 317 00:20:04,797 --> 00:20:08,847 And so I do think it's one of the things that is a, it's an inherent 318 00:20:08,847 --> 00:20:12,992 challenge in communications is knowing when we can slow down. 319 00:20:13,427 --> 00:20:13,577 Mm-Hmm. 320 00:20:14,037 --> 00:20:18,887 And take the time to get a more fulsome, thoughtful team with diverse experiences 321 00:20:19,277 --> 00:20:23,217 versus when is it actually something that has to be responded to right now? 322 00:20:24,167 --> 00:20:30,417 That leads very nicely into one of the things, one of today's panels, 323 00:20:30,417 --> 00:20:32,577 which was on crisis communications. 324 00:20:32,757 --> 00:20:36,597 And I think that is the time that you need to be really fast. 325 00:20:36,597 --> 00:20:38,187 You need to act quickly. 326 00:20:38,187 --> 00:20:39,507 You need to think quickly. 327 00:20:39,807 --> 00:20:43,527 But you still need to make sure that you're getting the right stakeholders, 328 00:20:43,527 --> 00:20:48,267 that you're hearing from the right people to make sure that what you are going to 329 00:20:48,267 --> 00:20:55,557 quickly put out there or pull together is accurate, is reflective of the situation. 330 00:20:55,557 --> 00:20:56,337 And so on. 331 00:20:56,387 --> 00:20:58,997 That was, I thought, a really good panel today. 332 00:20:59,837 --> 00:21:03,647 Again, it was very much validating some of the things we know. 333 00:21:04,397 --> 00:21:06,197 We need to have a plan. 334 00:21:06,677 --> 00:21:09,587 We need to have a framework, overall framework. 335 00:21:09,617 --> 00:21:13,937 We need to have really good aligned messaging. 336 00:21:14,237 --> 00:21:19,842 We need to have different scenarios so that we can react quickly, 337 00:21:19,872 --> 00:21:24,822 and we need to be monitoring and adjusting as things are happening. 338 00:21:25,032 --> 00:21:29,372 They're all things that as communicators we go back, we say, oh, that's 101. 339 00:21:29,612 --> 00:21:33,657 But then when we're thrown into a situation, it all goes out the window. 340 00:21:34,437 --> 00:21:39,632 I can't tell you how many very, very capable, experienced communicators 341 00:21:39,637 --> 00:21:42,962 would agree with everything you just said, and then go launch a marketing 342 00:21:42,962 --> 00:21:47,312 campaign or launch some other kind of program and not actually have done 343 00:21:47,312 --> 00:21:49,312 the pre-work in case there's a crisis. 344 00:21:49,672 --> 00:21:52,592 Because at the end of the day it's like, oh, the crisis doesn't 345 00:21:52,592 --> 00:21:55,172 happen that often and they're busy and they got a lot of stuff to do. 346 00:21:55,652 --> 00:22:00,352 And the one out of I don't know what the number is, but times where it 347 00:22:00,357 --> 00:22:04,247 crops on you, you really wish you'd been a little bit more planful. 348 00:22:04,667 --> 00:22:05,627 Absolutely. 349 00:22:05,687 --> 00:22:05,987 Yeah. 350 00:22:06,087 --> 00:22:09,657 I feel like as communicators, so many of us, we're gluttons for 351 00:22:09,657 --> 00:22:14,877 punishment, that it's crisis comms that draws us in and that excites us. 352 00:22:14,977 --> 00:22:19,327 So because we know we can thrive and we can help solve that situation. 353 00:22:19,567 --> 00:22:19,927 Yeah. 354 00:22:19,927 --> 00:22:22,552 There's like a little volunteer firefighter in all of us, right? 355 00:22:22,552 --> 00:22:22,812 Yes. 356 00:22:23,112 --> 00:22:28,502 [Laughs] That leads to another theme that I heard throughout the few days, 357 00:22:28,502 --> 00:22:30,692 which is about embracing our failures. 358 00:22:31,082 --> 00:22:33,352 And failing fast. 359 00:22:33,382 --> 00:22:38,742 Talk about something that should be done fast, failing fast, and then being able 360 00:22:38,742 --> 00:22:44,742 to learn, really look at what happened, what went well with something, what didn't 361 00:22:44,742 --> 00:22:49,422 go well, how we can adjust, and then how we can succeed the next go round. 362 00:22:49,632 --> 00:22:52,302 Or how we fail fast again and try again. 363 00:22:52,602 --> 00:22:59,202 I think so many companies are more open to that now than they ever were before. 364 00:22:59,742 --> 00:23:04,572 And then the importance of talking about our failures and sharing those failures. 365 00:23:04,572 --> 00:23:09,222 Not just sharing best practices, but sharing our failures as well 366 00:23:09,227 --> 00:23:10,782 so others can learn from them. 367 00:23:11,312 --> 00:23:14,342 That certainly relates to the measurement conversation as well. 368 00:23:14,342 --> 00:23:16,712 It was actually Seth Duncan, who's our Chief Science 369 00:23:16,712 --> 00:23:17,732 Officer, said something there. 370 00:23:17,732 --> 00:23:20,402 I was sitting in the audience is going like, oh, that's really smart. 371 00:23:20,732 --> 00:23:24,702 [They laugh] But he basically said, the reason that most measurement frameworks 372 00:23:24,702 --> 00:23:29,342 favor marketing work, which they do, is because there's so much more investment 373 00:23:29,342 --> 00:23:31,982 made on the marketing side and therefore they invest more in the measurement 374 00:23:31,982 --> 00:23:33,382 campaigns or the measurement work. 375 00:23:33,712 --> 00:23:37,927 But if you look at what ChatGPT and some of these AI tools have done for 376 00:23:37,927 --> 00:23:41,677 measurement is it's made it so that PR can now deploy the same level 377 00:23:41,682 --> 00:23:44,727 of sophistication and measurement the marketing teams have forever. 378 00:23:45,147 --> 00:23:47,607 Okay, so then what's the behavior change that comes with that? 379 00:23:48,267 --> 00:23:52,077 The behavior change that comes with that is committing to what are we 380 00:23:52,077 --> 00:23:53,847 trying to accomplish with this program? 381 00:23:53,937 --> 00:23:58,257 Instead of running a whole program and then at the very end putting together 382 00:23:58,257 --> 00:24:01,467 a PowerPoint deck with all the things and being like, well, it got some clicks 383 00:24:01,467 --> 00:24:03,387 over here, and some views over there. 384 00:24:03,387 --> 00:24:07,357 And we're pretty sure we impacted more people searching in Google and look at 385 00:24:07,357 --> 00:24:08,737 all these different things that happened. 386 00:24:09,337 --> 00:24:11,587 That doesn't carry the same weight as saying up front, 387 00:24:11,587 --> 00:24:13,198 we're trying to accomplish this. 388 00:24:13,432 --> 00:24:17,302 At the end, measuring it, and if it didn't accomplish that, owning it, 389 00:24:17,482 --> 00:24:21,382 saying, here's what we learned and then maybe it accomplished something else. 390 00:24:21,382 --> 00:24:21,772 Great. 391 00:24:21,952 --> 00:24:24,112 But don't try to rewrite history at the end. 392 00:24:24,457 --> 00:24:30,383 You reminded me of another theme that went through the conference, which was 393 00:24:30,653 --> 00:24:37,118 measurement, data, and analytics, and making sure that everything that we do 394 00:24:37,328 --> 00:24:39,068 has a measurement component into it. 395 00:24:39,068 --> 00:24:44,168 We talked a lot at this conference about leading through change, about 396 00:24:44,268 --> 00:24:47,178 communicators as change agents. 397 00:24:47,568 --> 00:24:51,108 How do we actually measure that change? 398 00:24:51,438 --> 00:24:58,803 I loved hearing about measuring the behaviors as well as thinking about - we 399 00:24:58,803 --> 00:25:04,503 all know about different qualitative and quantitative measurements, but 400 00:25:04,503 --> 00:25:10,743 also other types of measurements and not discounting anecdotal 401 00:25:10,773 --> 00:25:18,548 measurement, and looking at things like how engaged are your employees? 402 00:25:18,548 --> 00:25:21,818 Are they turning on their camera on Zoom? 403 00:25:21,898 --> 00:25:25,228 Some of those, how many people are coming into the office? 404 00:25:25,408 --> 00:25:29,128 How many people are showing up for events or for town halls? 405 00:25:29,518 --> 00:25:34,633 And really thinking about that and then asking them the questions, doing the 406 00:25:34,633 --> 00:25:39,753 follow up, doing the focus groups to ask, why did you come or why didn't you come? 407 00:25:40,083 --> 00:25:45,678 One of the things I always do in our town hall surveys is ask that we send 408 00:25:45,678 --> 00:25:50,268 it out and ask everybody to fill it out whether they attended or not, because 409 00:25:50,268 --> 00:25:57,108 the first question after "Did you attend" is okay, if you said no, it's why not? 410 00:25:57,408 --> 00:26:01,488 And trying to capture if people were too busy, if they didn't hear 411 00:26:01,488 --> 00:26:04,098 about it, if they didn't think it was gonna pertain to them. 412 00:26:04,278 --> 00:26:09,418 So it's trying to get to the why, rather than just the yes/no. 413 00:26:09,759 --> 00:26:10,229 It's interesting. 414 00:26:10,229 --> 00:26:14,299 One of the breakout sessions was around innovation and one of the topics of 415 00:26:14,319 --> 00:26:18,779 conversation was coming up, what are the next big high value actions that we're 416 00:26:18,779 --> 00:26:20,339 gonna try to drive through our work? 417 00:26:20,939 --> 00:26:24,269 And the reason was because a lot of campaigns are targeted 418 00:26:24,274 --> 00:26:25,459 at sending people to a website. 419 00:26:25,959 --> 00:26:29,829 So it's like, go to this website, sign up to find more, go to this website, Doctor 420 00:26:29,829 --> 00:26:32,139 Locator, go to this website, Screener. 421 00:26:32,514 --> 00:26:34,044 Go to this website, take the pledge. 422 00:26:34,234 --> 00:26:37,924 Whatever it is, it's sending people to a website, which frankly is not a 423 00:26:37,924 --> 00:26:40,484 very innate behavior anymore, right? 424 00:26:40,484 --> 00:26:43,209 You think about your consumer life, Pepsi doesn't end their 425 00:26:43,209 --> 00:26:45,009 commercial with go to pepsi.com. 426 00:26:45,249 --> 00:26:46,089 We don't do that. 427 00:26:46,639 --> 00:26:50,259 You look at what AI's doing now with auto summarizations, 60% of 428 00:26:50,259 --> 00:26:51,819 searches are zero click searches. 429 00:26:52,209 --> 00:26:53,409 You search and you don't click on anything. 430 00:26:54,159 --> 00:26:58,074 That auto summarization at the top is just beginning. 431 00:26:58,074 --> 00:26:59,034 It's gonna take over. 432 00:26:59,134 --> 00:27:00,604 We're not gonna go to websites anymore. 433 00:27:00,604 --> 00:27:02,854 We just gotta teach the AI tools what to think. 434 00:27:03,474 --> 00:27:08,214 So I don't have an answer here other than to say, I think it's incumbent 435 00:27:08,214 --> 00:27:11,724 on us to think about what are the high value actions that we are gonna try to 436 00:27:11,724 --> 00:27:13,679 drive, and how are we gonna measure 'em? 437 00:27:14,069 --> 00:27:15,189 Yes, definitely. 438 00:27:16,014 --> 00:27:19,634 And that's one of my favorite things about coming to a conference 439 00:27:19,634 --> 00:27:24,224 like this is we're not expecting everyone to have the answers. 440 00:27:24,224 --> 00:27:27,674 It's what are the conversations and what are the things we should 441 00:27:27,674 --> 00:27:31,484 be thinking about and then going back and experimenting with? 442 00:27:32,009 --> 00:27:33,179 Yep, absolutely. 443 00:27:33,659 --> 00:27:36,719 So speaking of going back and experimenting, anything that you're 444 00:27:36,719 --> 00:27:41,129 gonna take back to Boston and Takeda and experiment with from this conference? 445 00:27:41,489 --> 00:27:46,299 One of the things, one of the round tables that I participated 446 00:27:46,304 --> 00:27:49,779 in was about reverse mentorship. 447 00:27:50,229 --> 00:27:50,419 Ahhh. 448 00:27:50,439 --> 00:27:55,179 And we do a lot of mentorship at Takeda. 449 00:27:56,214 --> 00:28:02,724 Although, we don't have a reverse, a formal reverse mentorship program, and 450 00:28:02,904 --> 00:28:08,184 I found that idea really interesting, especially when you're talking about 451 00:28:08,394 --> 00:28:14,039 diversity and trying to get different ideas and diversity of thought. 452 00:28:14,909 --> 00:28:18,809 We can all learn from everyone. 453 00:28:19,379 --> 00:28:24,719 No matter if they're older than us, younger than us, look different than us. 454 00:28:25,139 --> 00:28:25,979 Everything. 455 00:28:26,039 --> 00:28:31,252 And that was another thing that I will take back, which is just, again, 456 00:28:31,257 --> 00:28:33,952 reinforcing being a continuous learner. 457 00:28:34,402 --> 00:28:39,187 And so the mentoring, the utilizing AI. 458 00:28:39,687 --> 00:28:44,367 It's something we've been driving in our company for a very long time. 459 00:28:44,367 --> 00:28:50,187 We really aspire to be the most trusted digital biopharmaceutical company, and 460 00:28:50,187 --> 00:28:57,287 so we've been encouraging all of our employees to daily utilize AI and figure 461 00:28:57,287 --> 00:29:01,857 out how to incorporate it into their work for the benefit of our patients. 462 00:29:02,347 --> 00:29:06,787 This conference gave me more ideas for how to do that. 463 00:29:06,857 --> 00:29:11,867 Some of the concrete ways that I can incorporate it into my 464 00:29:11,867 --> 00:29:14,177 role as a communications leader. 465 00:29:14,807 --> 00:29:19,807 The other thing that I have been trying to drive with my team for the last couple 466 00:29:19,807 --> 00:29:25,687 of years, but I was thrilled to hear talked about here was about wellness. 467 00:29:26,135 --> 00:29:32,355 How we in our industry have been programmed for decades upon 468 00:29:32,355 --> 00:29:39,675 decades that communicators need to be on 24/7, and we need to work 469 00:29:39,885 --> 00:29:41,445 every minute that we're awake. 470 00:29:41,445 --> 00:29:44,385 We need to constantly be connected. 471 00:29:44,895 --> 00:29:46,695 That is just not the case. 472 00:29:47,145 --> 00:29:53,265 Yes, we need be accessible if a crisis happens and when a crisis happens. 473 00:29:54,075 --> 00:29:57,795 Two years ago, we had a crisis that I literally worked 474 00:29:58,195 --> 00:30:01,755 24/7 for about seven weeks. 475 00:30:01,755 --> 00:30:06,795 There was not a day - my husband knew I was just gonna be working that whole 476 00:30:06,795 --> 00:30:14,194 time while we dealt with an issue in Japan, and that absolutely is going 477 00:30:14,194 --> 00:30:16,144 to happen and we need to do that. 478 00:30:16,159 --> 00:30:18,014 Seven weeks is a long crisis. 479 00:30:18,044 --> 00:30:18,569 It, it was. 480 00:30:18,569 --> 00:30:22,789 And luckily we had some people help us, so we had a couple of days off, but that 481 00:30:22,794 --> 00:30:25,549 is not the norm and it shouldn't be. 482 00:30:25,579 --> 00:30:30,829 Throughout my career, it would be my husband and I watching TV, and I have my 483 00:30:30,829 --> 00:30:33,079 laptop on my lap and I am just working. 484 00:30:33,619 --> 00:30:34,744 It finally came to a head. 485 00:30:34,744 --> 00:30:37,659 He's like, you can't do this anymore. 486 00:30:38,139 --> 00:30:43,779 And what I learned also, what really snapped me out of it was 487 00:30:44,649 --> 00:30:50,139 leading a larger team, and realizing the impact I was having on them. 488 00:30:50,689 --> 00:30:53,838 If I wouldn't disconnect, they wouldn't disconnect. 489 00:30:53,908 --> 00:30:55,279 Can't be what they can't see. 490 00:30:55,549 --> 00:30:56,299 Exactly. 491 00:30:56,629 --> 00:31:01,259 And they were very much if I said, put you're out of office on. 492 00:31:01,919 --> 00:31:02,734 Be sick. 493 00:31:03,354 --> 00:31:05,994 Like, just because you can work from home doesn't mean you 494 00:31:05,994 --> 00:31:07,374 should work from your sick bed. 495 00:31:07,614 --> 00:31:12,834 Or you go to the beach and you leave your work computer at home. 496 00:31:13,374 --> 00:31:16,524 And they're like, you don't do that, pot calling the kettle black. 497 00:31:16,554 --> 00:31:23,154 So I now do it and I no longer put my cell phone as my out of office, I 498 00:31:23,424 --> 00:31:26,064 refer to someone else covering for me. 499 00:31:26,424 --> 00:31:32,159 And if I am sick, I turn my out of office on and direct them to someone else. 500 00:31:32,159 --> 00:31:37,589 And by doing that, my team has now started to do that. 501 00:31:37,589 --> 00:31:41,329 And by the way, you're giving that someone else a growth opportunity. 502 00:31:41,389 --> 00:31:41,739 Yes. 503 00:31:42,259 --> 00:31:42,429 Yes. 504 00:31:42,429 --> 00:31:42,639 Right? 505 00:31:42,849 --> 00:31:44,569 As opposed to keeping it yourself. 506 00:31:44,574 --> 00:31:48,549 In some cases you think you're doing them a favor by saying, oh, I'll take that. 507 00:31:49,029 --> 00:31:51,489 But actually it was a growth opportunity for them. 508 00:31:51,804 --> 00:31:52,584 Exactly. 509 00:31:52,794 --> 00:31:59,434 So it was wonderful to hear people talking about that and our need for self-care 510 00:31:59,439 --> 00:32:04,174 as leaders so we can be better leaders for our team, but how we can also role 511 00:32:04,174 --> 00:32:09,954 model for our team and teach them that communicators do not have to work 24/7. 512 00:32:10,214 --> 00:32:13,544 We can do it when we need to do it, but not all the time. 513 00:32:13,884 --> 00:32:20,454 Before we wrap up, I just have to say that this is my favorite conference. 514 00:32:20,574 --> 00:32:24,504 Year, after year, after year, I love coming. 515 00:32:24,504 --> 00:32:30,044 It's like a big reunion of all the people I've worked with over the last decades. 516 00:32:30,354 --> 00:32:34,764 Michelle Benz, the conference Production Director, and Chairperson, 517 00:32:34,764 --> 00:32:38,904 Wendy Lund, do an amazing job year, after year, after year. 518 00:32:38,904 --> 00:32:39,514 They really do. 519 00:32:39,744 --> 00:32:43,074 I was really proud to be part of the advisory board, helping 520 00:32:43,074 --> 00:32:46,639 to pull the conference together, the subjects and the speakers. 521 00:32:46,639 --> 00:32:50,319 But they do everything and it just keeps getting better and better. 522 00:32:50,319 --> 00:32:53,799 So I highly recommend, to any communicators, if you haven't 523 00:32:53,799 --> 00:32:56,124 attended, please come next year. 524 00:32:56,209 --> 00:32:58,704 And I bet you will come year after year. 525 00:32:59,544 --> 00:33:02,364 I absolutely second that as a person who's in my third year here, 526 00:33:02,814 --> 00:33:04,619 and will be back again next year. 527 00:33:04,629 --> 00:33:08,529 Amy, thank you so much for sharing all your thoughts, insights, and takeaways. 528 00:33:08,889 --> 00:33:12,579 I'm sure our listeners will appreciate it, and next year maybe we will see them here. 529 00:33:13,091 --> 00:33:13,659 Absolutely. 530 00:33:13,659 --> 00:33:14,319 Thank you. 531 00:33:14,319 --> 00:33:15,159 Thanks for having me. 532 00:33:16,159 --> 00:33:18,769 Thank you for listening to this episode of Frictionless Marketing. 533 00:33:18,819 --> 00:33:22,059 For a complete transcript of this conversation or more information on 534 00:33:22,059 --> 00:33:25,609 /prompt, please visit us at meetprompt.co. 535 00:33:26,203 --> 00:33:28,333 If you found this episode insightful, share it with 536 00:33:28,333 --> 00:33:29,533 your connections on LinkedIn. 537 00:33:29,986 --> 00:33:33,286 To learn more about how to make marketing frictionless, purchase Friction 538 00:33:33,291 --> 00:33:37,966 Fatigue by /prompt CEO Paul Dyer, online and at booksellers worldwide. 539 00:33:38,483 --> 00:33:40,853 Frictionless Marketing is a production from /prompt, the 540 00:33:40,853 --> 00:33:43,973 leading earned first creative marketing and communications agency. 541 00:33:44,213 --> 00:33:46,643 Grounded in the present, yet attuned to the future. 542 00:33:47,073 --> 00:33:49,833 Produced and distributed by Simpler Media Productions.