{"id":61580,"date":"2025-12-09T16:40:29","date_gmt":"2025-12-09T15:40:29","guid":{"rendered":"https:\/\/sobuzzy.be\/?p=61580"},"modified":"2025-12-19T16:54:25","modified_gmt":"2025-12-19T15:54:25","slug":"lettre-de-nouvel-an-kel-2025","status":"publish","type":"post","link":"https:\/\/sobuzzy.be\/fr\/lettre-de-nouvel-an-kel-2025\/","title":{"rendered":"2025 a demand\u00e9 beaucoup aux agences. Alors voici mon plaidoyer pour 2026."},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.24.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.24.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb-60px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.24.2″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb pac_dcm_carousel_specific_module_num=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Quelle ann\u00e9e \u00e9trange\u2026 Franchement, c\u2019est la premi\u00e8re chose qui m\u2019est venue en pensant \u00e0 ma lettre de v\u0153ux. \u00c9trange, mais surtout lourde. Une personne qui a \u00e9t\u00e9 un vrai soutien pour So Buzzy et pour moi nous a quitt\u00e9s, emport\u00e9e par la leuc\u00e9mie. \u00c7a laisse des traces.<\/span> Et puis, c\u00f4t\u00e9 boulot, 2025 n\u2019a pas \u00e9t\u00e9 facile non plus.<\/span>\u00a0<\/span><\/p>\n

On sentait partout la pression \u00e9conomique. Une tension constante qui pesait sur chaque journ\u00e9e. Apr\u00e8s presque vingt ans dans la pub, je pensais avoir tout vu\u2026 mais cette ann\u00e9e m\u2019a vraiment surpris. Participer \u00e0 un pitch public ? Il y avait quinze, voire vingt agences en comp\u00e9tition, l\u00e0 o\u00f9 avant il y en avait quatre ou cinq.<\/span>\u00a0<\/span><\/p>\n

On a quand m\u00eame de la chance chez So Buzzy. Beaucoup d\u2019agences ont d\u00fb licencier cette ann\u00e9e, malheureusement ce n\u2019est pas nouveau. Mais l\u2019ampleur de cette crise\u2026 c\u2019\u00e9tait autre chose. J\u2019ai vu de grandes agences participer \u00e0 des pitches qu\u2019elles auraient ignor\u00e9s avant.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb3_4,1_4″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb-30px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column type=\u00a0\u00bb3_4″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb pac_dcm_carousel_specific_module_num=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

Alors<\/span> <\/span>oui<\/span>, on a <\/span>eu<\/span> la chance de ne pas <\/span>avoir<\/span> \u00e0 <\/span>prendre<\/span> de <\/span>d\u00e9cisions<\/span> <\/span>difficiles<\/span> <\/span>cette<\/span> <\/span>ann\u00e9e<\/span>. Mais <\/span>ce<\/span> <\/span>n\u2019est<\/span> pas <\/span>un<\/span> <\/span>hasard<\/span>. On a <\/span>boss\u00e9<\/span> dur, on a <\/span>saisi<\/span> <\/span>toutes<\/span> les <\/span>chances<\/span>, on a <\/span>appris<\/span>, on a <\/span>toujours<\/span> <\/span>cherch\u00e9<\/span> \u00e0 se <\/span>d\u00e9passer<\/span>. Et <\/span>\u00e7a<\/span> a <\/span>pay\u00e9<\/span> ! <\/span><\/span>Nous<\/span> <\/span>avons<\/span> <\/span>remport\u00e9<\/span> de <\/span>beaux<\/span> <\/span>projets<\/span> pour <\/span>Toerisme<\/span> <\/span>Vlaanderen<\/span><\/a>, <\/span>BE.DIGITAL.FLANDERS<\/span><\/a>, Florida Grapefruit <\/a><\/span>ou<\/span> <\/span>encore<\/span> <\/span>Agentschap<\/span> <\/span>Integratie<\/span> en <\/span>Inburgering<\/span>. <\/span>Notre<\/span> <\/span>travail<\/span> a <\/span>\u00e9t\u00e9<\/span> <\/span>r\u00e9compens\u00e9<\/span> <\/span>aux<\/span> IAB <\/span>Mixx<\/span> <\/span>Awards<\/span> pour <\/span>Cera<\/span><\/a>, <\/span>nous<\/span> <\/span>figurons<\/span> <\/span>sur<\/span> <\/span>un<\/span> <\/span>Effie<\/span> pour Carrefour, et <\/span>nous<\/span> <\/span>avons<\/span> <\/span>eu<\/span> la chance de <\/span>nous<\/span> <\/span>rendre<\/span> \u00e0 Amsterdam pour les <\/span>TikTok<\/span> Benelux Ad <\/span>Awards<\/span> <\/span>avec<\/span> <\/span>notre<\/span> <\/span>projet<\/span> \u00ab <\/span>Oedoededa<\/span><\/a> ? \u00bb pour VDAB<\/a>. En plus de cela, nous avons \u00e9galement contribu\u00e9 au lancement du Certificat Influencer<\/a> en Belgique. <\/span><\/span>Oui, on bosse dur, mais quand il faut c\u00e9l\u00e9brer, on sait aussi le faire. C\u2019est comme \u00e7a que \u00e7a doit \u00eatre, non ?<\/span>\u00a0<\/span><\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_4″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb pac_dcm_carousel_specific_module_num=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_video src=\u00a0\u00bbhttps:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/ssstik.io_@7annylu_1765187507055.mp4″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_radii=\u00a0\u00bbon|20px|20px|20px|20px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb pac_dcm_carousel_specific_module_num=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbPas de liste de souhaits pour 2026, mais un plaidoyer\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Cette ann\u00e9e, je ne fais pas de liste de souhaits. Cette ann\u00e9e, je choisis de lancer un plaidoyer. Pas juste pour So <\/span>Buzzy<\/span>, mais pour toutes les agences belges. Pour leur donner du courage. Parce que m\u00eame si parfois on a l\u2019impression d\u2019\u00eatre seul\u2026<\/span>\u00a0<\/span>vous<\/span> <\/span>n\u2019\u00eates<\/span> pas <\/span>seuls<\/span>, <\/span>nous faisons tous face aux m\u00eames difficult\u00e9s.<\/span><\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=\u00a0\u00bb1. Aux organisateurs de pitches\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Vous organisez un pitch ? Prenez conscience du nombre d\u2019heures n\u00e9cessaires pour s\u2019y pr\u00e9parer, dans un contexte o\u00f9 les chances de gagner diminuent \u00e0 mesure que le nombre de participants augmente.<\/span>\u00a0
<\/span>\u00a0
<\/span>Sachez aussi que ces heures ne sont g\u00e9n\u00e9ralement pas r\u00e9mun\u00e9r\u00e9es (malgr\u00e9 un pitch charter<\/a> qui milite pour le contraire). Travaillez donc avec une pr\u00e9-s\u00e9lection claire : ne demandez qu\u2019aux trois ou cinq meilleurs de produire un plan complet. Et soyez transparents sur ce que vous attendez. Si le but est simplement de choisir le prix le plus bas, ne demandez pas un plan complet : sa qualit\u00e9 n\u2019a alors que peu d\u2019importance.<\/span>\u00a0<\/span><\/p>\n

Pour les pitches portant sur des projets importants, une r\u00e9mun\u00e9ration devrait \u00eatre la norme. Il n\u2019est pas logique d\u2019attendre gratuitement des dizaines, voire plus d\u2019une centaine d\u2019heures de travail strat\u00e9gique et cr\u00e9atif. Ne demandez pas non plus des parcours strat\u00e9giques complets pendant la phase de pitch : la strat\u00e9gie n\u2019est pas un exercice gratuit, c\u2019est une expertise.<\/span>\u00a0<\/span><\/p>\n

Enfin, soyez r\u00e9alistes quant aux d\u00e9lais. Un pitch \u00e0 rendre en une ou deux semaines ne pourra jamais atteindre la qualit\u00e9 que vous esp\u00e9rez.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=\u00a0\u00bb2. Aux annonceurs\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Nous savons que les budgets sont serr\u00e9s et que la r\u00e9alit\u00e9 \u00e9conomique concerne tout le monde. Mais n\u2019attendez pas des agences qu\u2019elles fassent des miracles avec moins.<\/span>\u00a0<\/span><\/p>\n

Travaillons ensemble pour faire les bons choix et \u00e9tablir les priorit\u00e9s. De notre c\u00f4t\u00e9, nous nous effor\u00e7ons de tirer le meilleur parti de chaque euro : revoir les m\u00e9thodes de travail, r\u00e9utiliser le contenu et rendre la production plus efficace.<\/span>\u00a0<\/span><\/p>\n

Mais cela ne fonctionne vraiment que si la transparence est r\u00e9elle. Informez-nous rapidement de tout changement de budget, prenez en compte le temps n\u00e9cessaire pour r\u00e9unions, rapports et retours. Et surtout, donnez des retours clairs et consolid\u00e9s : c\u2019est ce qui permet de travailler efficacement, sans perdre d\u2019\u00e9nergie inutilement.<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=\u00a0\u00bb3. Aux agences\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Ne bradons pas notre savoir-faire. Proposer des tarifs trop bas pour d\u00e9crocher un pitch, c\u2019est perdre \u00e0 tous les coups. M\u00eame celui qui est s\u00e9lectionn\u00e9 n\u2019y gagne pas : financi\u00e8rement, en \u00e9nergie, et au final, c\u2019est toute la profession qui en souffre.<\/span>\u00a0<\/span><\/p>\n

Cette ann\u00e9e, on nous a demand\u00e9 de consacrer une heure chaque semaine \u00e0 une r\u00e9union de 30 minutes\u2026 alors que le trajet prenait deux heures. On a propos\u00e9 une solution plus raisonnable, et on n\u2019a pas gagn\u00e9 le pitch. Et franchement, c\u2019est tr\u00e8s bien comme \u00e7a. Savoir dire non face \u00e0 des attentes irr\u00e9alistes, parfois, c\u2019est la vraie victoire. C\u2019est une le\u00e7on que je veux continuer \u00e0 appliquer en 2026.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=\u00a0\u00bbEn route pour 2026″ _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb]<\/p>\n

Nous<\/span> <\/span>sommes<\/span> <\/span>tous<\/span> dans <\/span>le<\/span> <\/span>m\u00eame<\/span> <\/span>bateau<\/span>. <\/span>Parfois<\/span>, on a <\/span>l\u2019impression<\/span> de <\/span>lutter<\/span> <\/span>seul<\/span>, mais <\/span>ce<\/span> <\/span>n\u2019est<\/span> pas <\/span>le<\/span> <\/span>cas<\/span>. <\/span>Entrons<\/span> en 2026 <\/span>avec<\/span> plus de <\/span>compr\u00e9hension<\/span>, <\/span>davantage<\/span> de respect pour <\/span>le<\/span> <\/span>travail<\/span> de <\/span>chacun<\/span>, et <\/span>surtout<\/span> : <\/span>avec<\/span> la <\/span>fiert\u00e9<\/span> de <\/span>continuer<\/span> \u00e0 <\/span>construire<\/span>, jour <\/span>apr\u00e8s<\/span> jour, <\/span>m\u00eame<\/span> <\/span>dans les<\/span> <\/span>moments<\/span> <\/span>difficiles<\/span>.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Quelle ann\u00e9e \u00e9trange\u2026 Franchement, c\u2019est la premi\u00e8re chose qui m\u2019est venue en pensant \u00e0 ma lettre de v\u0153ux. \u00c9trange, mais surtout lourde. Une personne qui a \u00e9t\u00e9 un vrai soutien pour So Buzzy et pour moi nous a quitt\u00e9s, emport\u00e9e par la leuc\u00e9mie. \u00c7a laisse des traces. Et puis, c\u00f4t\u00e9 boulot, 2025 n\u2019a pas \u00e9t\u00e9 facile non plus.\u00a0 On sentait partout la pression \u00e9conomique. Une tension constante qui pesait sur chaque journ\u00e9e. Apr\u00e8s presque vingt ans dans la pub, je pensais avoir tout vu\u2026 mais cette ann\u00e9e m\u2019a vraiment surpris. Participer \u00e0 un pitch public ? Il y avait quinze, voire vingt agences en comp\u00e9tition, l\u00e0 o\u00f9 avant il y en avait quatre ou cinq.\u00a0 On a quand m\u00eame de la chance chez So Buzzy. Beaucoup d\u2019agences ont d\u00fb licencier cette ann\u00e9e, malheureusement ce n\u2019est pas nouveau. Mais l\u2019ampleur de cette crise\u2026 c\u2019\u00e9tait autre chose. J\u2019ai vu de grandes agences participer \u00e0 des pitches qu\u2019elles auraient ignor\u00e9s avant.\u00a0Alors oui, on a eu la chance de ne pas avoir \u00e0 prendre de d\u00e9cisions difficiles cette ann\u00e9e. Mais ce n\u2019est pas un hasard. On a boss\u00e9 dur, on a saisi toutes les chances, on a appris, on a toujours cherch\u00e9 \u00e0 se […]<\/p>\n","protected":false},"author":14,"featured_media":61589,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[310],"tags":[260],"class_list":["post-61580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-equipe","tag-nieuwjaarsbrief"],"yoast_head":"\nRegard sur l'ann\u00e9e 2025 - So Buzzy<\/title>\n<meta name=\"description\" content=\"Avec notre CEO & Strategy Director, Kel, on revient sur notre ann\u00e9e mouvement\u00e9e dans sa traditionnelle lettre de Nouvel An qu'elle \u00e9crit \u00e0 la fin de chaque ann\u00e9e.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sobuzzy.be\/fr\/lettre-de-nouvel-an-kel-2025\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Regard sur l'ann\u00e9e 2025 - So Buzzy\" \/>\n<meta property=\"og:description\" content=\"Avec notre CEO & Strategy Director, Kel, on revient sur notre ann\u00e9e mouvement\u00e9e dans sa traditionnelle lettre de Nouvel An qu'elle \u00e9crit \u00e0 la fin de chaque ann\u00e9e.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sobuzzy.be\/fr\/lettre-de-nouvel-an-kel-2025\/\" \/>\n<meta property=\"og:site_name\" content=\"So Buzzy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sobuzzy.be\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-09T15:40:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-19T15:54:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sobuzzy.be\/wp-content\/uploads\/2025\/12\/Blogpost_Header_Socials-8.png\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"378\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Charlotte\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charlotte\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/fr\\\/lettre-de-nouvel-an-kel-2025\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/fr\\\/lettre-de-nouvel-an-kel-2025\\\/\"},\"author\":{\"name\":\"Charlotte\",\"@id\":\"https:\\\/\\\/sobuzzy.be\\\/fr\\\/#\\\/schema\\\/person\\\/1aa88d86026648f7daee7646056a1145\"},\"headline\":\"2025 a demand\u00e9 beaucoup aux agences. 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