So I think a common misconception about agency optimization is the fact that you can't look at agencies as you do a lot of your other vendors, technology vendors, production vendors, because of those intangible benefits, the responsiveness and flexibility, the strategic insight, the proactive, innovative ideas that an agency can bring to the table.
So oftentimes we see some of our clients start to try to optimize their agency rosters, do some cost optimization, they start cutting some of the more expensive agency resources, but those may be the real strategic minds at the agency that are providing the most value. So it's really important before you start an agency optimization project is to really understand not only as the CMO but to talk to your business leaders who interact with that agency on a daily basis to say what really are the core strengths of this particular agency and who at the agency is delivering that, and you want to make sure that you're not cutting those specific resources.
