Lauren Lieberman Lauren Lieberman Operator Linda Rendle And we've had the added benefit of driving efficiency and effectiveness by doing that. So we're getting the right people, the right message at the right time and spending our money more effectively. And if you look across the advertising we said in our prepared remarks that, that was more heavily concentrated in the U.S. where we had lots of good opportunities. and was pretty widespread across our businesses. And you saw the strength across all segment ...