Joe: new notion of tech neutrality: how much do you get behind tech that gives you easy answers that you are comfortable using. Is there an imbalance? are we putting too much weight on tech and
platforms like social media. in terms of consumers what's out of whack?
Laura Krajecki: tech is giving us fresh creative fuel to create against, but just because GPS says go over cliff, don't
just follow it. it's a guide. what we do is design experiences and they require rich understanding, dynamically, of consumer insights. Kim Kadlec: we have flooded the market with apps. maybe we
don't have to have them. hyou have to ask tough questions. I think there is a tendency to rush into latest tech. Say we had Facebook campaign where the metric was how many likes we could get. but what
did we want to do with them.