>> I think creating the strategic plan really for me is the most interesting thing.
And sort of collaborately [phonetic] working with clients to identify the opportunities
and then kind of create a road map how they can or what are the tactics to help them achieve
or overcome what their needs are.
So I think that's the favorite part.
I do like the tactics and then the next step of implementation and then eventually analyzing it.
And that's the key thing.
Today what was different 20 years ago, people would sponsor something,
be satisfied with getting great seats, tickets, or just at an aside.
Now it's about really the return of investment and really had to be very analytical
about setting what the criteria is and showing that you delivered upon it.