David P. Hatfield - Edgewell Personal Care Co.
Management
Okay. Great. Thank you. Yeah, taking them one at a time. Fuel, the way we think about Fuel is it continues on our track record of taking costs out and it allows us to reinvest against change basically. And some of the priorities and the ways of doing things differently include accelerating investments against International growth opportunities, China; putting more money against e-commerce where we continue to gain share; also, really building out digital and the DTC capabilities; and also accelerating Bulldog and the Jack Black growth. Thirdly, Project Fuel really represents an opportunity to, I mean, streamline the organization, simplify ways of working to increase, I mean, speed, agility and competitiveness, and this goes a little bit to the long-term vision here. As we're moving into the design phase of the Project Fuel, we've taken the challenge on to define better what our vision is for how we're going to win in this new reality. One of the sources of inspiration in defining that vision was, it was really taking a look at our smaller acquisitions, Bulldog and Jack Black, particularly Bulldog because we know it, we've owned it longer. And we've had a great success to date with it due to its strong purpose-led brand and a management team as well as our mandate to our organization to help accelerate it or else get out of the way. And we've used this in workshops to generate lessons learned and build a vision of how we can act like a large, small company, more of a financially wealthy startup. We call it leveraging the power of small and some of the principles are to retain and improve our outer focus against consumers and the customers. Certainly, I mean streamline all the inner-focused processes, simplify the organization to clarify accountabilities and foster entrepreneurialism, and then finally deleverage digital to speed up innovation and drive intimate brand salience. One example that we've just recently done there I think shows how this vision could manifest itself is we've recently collapsed our roster of agencies from a 20 traditional, social, digital agencies down to one global creative agency. We think this will, I mean, strengthen our digital capabilities and will really propel us toward becoming a digital-first marketing organization. This agency has 90-plus offices around the world and has an intense focus on the consumer at a local level, but also offers global scale and will help drive us to a unified brand voice across all the consumer touches and will help us to simplify around the world. So, that's where we're taking Fuel and that's kind of the longer term vision for how we can change and become a much better marketing organization. There was a second question. Yeah, Rod, I'll let you take that.