Review cycles drive a large percentage of the timeline, because anyone can go away or any collaborative team can go away and make a piece of creative, on a certain timeline that's amenable to them.

But when you have multiple hoops to jump through, right through multiple departments and multiple layers of an organisation, especially in a fortune 500 company, there are a ton of reviews and feedback that come through.

Then across the number of assets, it's almost a challenge to keep up. Where if the client has a global change that'll affect every single asset, it's almost hard to wrap your arms around it, and actually make sure you've covered the ground and making that change across the board, across multiple channels, and assets, across personalised scenarios etc.