investigation, which detective agency k2, former jewels -- used to be -- he and his son started fd sole krol. they began an investigation for the ana and helped unleash a series of agency reviews where the clients said, oh, we better take a look at our agency whether they're doing this to us. and we'd better -- maybe we'll have a review and maybe look for a new agency. and when rishad mentions trust, that became a way of kris alizing the trust issue or the mistrust, and not only are you dealing with frenemies, this spate of frenemies but a level of mistrust where who can you dust mitchell agency is now my competitor. what are they doing under thible and keeping from me? that came became a way of writing about that and writing about the accelerated disruption of the business and of grow introducing my a main characters, michael cassen. who is conducting these reviews. >> guest: michael cassen's agency. who is sitting at the client's ear as their listening to the pitches of the agencies? michael cassen. what are the agencies saying? they're saying, where is michael cassen whispering in the ear