:root{--navy:#022547;--ink:#122e48;--red:#ed002b;--ice:#deedff;--blue:#719acb;--muted:#566a7c;--line:#dce3eb;--white:#fff}*{box-sizing:border-box}html{scroll-behavior:smooth;scroll-padding-top:100px}body{margin:0;color:var(--ink);background:#fff;font-family:'DM Sans',sans-serif;font-size:16px;line-height:1.65}a{color:inherit;text-decoration:none}button,input,select{font:inherit}button,a,input,select,summary{-webkit-tap-highlight-color:transparent}button,a,summary{cursor:pointer}:focus-visible{outline:3px solid #ed002b;outline-offset:4px}button{border:0}.wrap{max-width:1260px;padding:0 50px;margin:auto}header{height:100px;display:flex;align-items:center;justify-content:space-between;padding:0 50px;border-bottom:1px solid var(--line);max-width:1500px;margin:auto}.brands{display:flex;align-items:center;gap:24px}.brands img:first-child{width:155px;max-height:45px}.brands img:last-child{width:94px;max-height:43px}.brands>span{color:#91a0ae;font-size:23px;font-weight:400}nav{display:flex;gap:32px;font-size:14px;font-weight:600}nav a:last-child{color:var(--red)}nav a span{margin-left:10px}.hero{display:grid;grid-template-columns:1.15fr 1fr;gap:65px;padding-top:78px;padding-bottom:76px;align-items:center}.eyebrow{font-size:12px;font-weight:700;letter-spacing:2px;margin-bottom:22px;display:flex;align-items:center;gap:12px}.dash{width:25px;height:3px;background:var(--red)}h1,h2,h3,p{margin-top:0}h1,h2,h3{font-family:'Poppins',sans-serif;font-weight:500}h1{font-size:clamp(44px,4.6vw,66px);line-height:1.12;letter-spacing:-3px;margin-bottom:28px}h1 em{font-style:normal;color:var(--red)}.lead{font-size:18px;max-width:510px;line-height:1.75;color:var(--muted);margin-bottom:30px}.hero-actions{display:flex;align-items:center;gap:27px;flex-wrap:wrap}.button{display:inline-flex;align-items:center;justify-content:space-between;gap:24px;padding:15px 23px;border-radius:5px;font-size:14px;font-weight:700;transition:transform .2s,background .2s}.button:hover{transform:translateY(-2px)}.primary{background:var(--red);color:white}.primary:hover{background:#c90024}.text-link{font-size:14px;font-weight:700}.text-link span{margin-left:12px}.fine{font-size:13px;line-height:1.65;color:var(--muted)}.hero-note{margin:24px 0 0}.vision-card{background:var(--ice);padding:28px 34px 0;border-radius:12px;position:relative;overflow:hidden;border:1px solid #cbddef}.card-top{display:flex;justify-content:space-between;font-size:11px;letter-spacing:1.1px;font-weight:700;border-bottom:1px solid #bcd0e5;padding-bottom:22px;margin-bottom:7px}.path-step{display:flex;align-items:center;gap:22px;position:relative;padding:26px 0}.step-number{display:grid;place-items:center;border:1px solid #a0bddc;width:49px;height:49px;border-radius:50%;flex-shrink:0;font-size:14px;background:var(--ice);position:relative;z-index:1}.path-step:not(:nth-child(4)):after{content:'';position:absolute;left:24px;top:64px;bottom:-24px;width:1px;background:#a0bddc}.path-step h3{font-size:18px;letter-spacing:-.5px;margin:0 0 3px}.path-step p{font-size:14px;margin:0;color:#4d6480}.archetypes{display:flex;flex-wrap:wrap;gap:7px;padding:14px 0 27px}.archetypes span{border:1px solid #b3cbe4;border-radius:20px;padding:5px 11px;font-size:12px}.card-bottom{margin:0 -34px;background:var(--navy);color:white;padding:17px 22px;text-align:center;font-size:12px}.card-bottom span{color:#afcbe8;margin:0 10px}.principle{background:var(--navy);color:white}.principle .wrap{display:flex;align-items:center;justify-content:space-between;padding-top:23px;padding-bottom:23px;gap:20px}.principle .wrap>span:first-child{font-size:11px;letter-spacing:1.5px;color:#afc4dc}.principle p{margin:0;font-size:19px;font-weight:400}.principle strong{font-weight:600;color:#abcdf5}.small-arrow{font-size:28px;color:#8dacd0}.section{padding-top:90px;padding-bottom:90px}.section-heading{display:grid;grid-template-columns:1.15fr 1fr;gap:70px;align-items:end;margin-bottom:42px}.section-heading .eyebrow{color:#59758e;margin-bottom:17px}h2{font-size:36px;line-height:1.24;letter-spacing:-1.5px;margin-bottom:0}.section-heading p{color:var(--muted);margin-bottom:0}.section-heading .fine{margin-top:14px}.three-grid{display:grid;grid-template-columns:repeat(3,1fr);gap:30px}.editorial-card{border-top:1px solid var(--line);padding-top:24px}.mini-number{font-size:13px;color:var(--red)}h3{font-size:19px;line-height:1.4;letter-spacing:-.4px}.editorial-card h3{margin:16px 0 14px}.editorial-card p{margin:0;font-size:15px;color:var(--muted)}.baseline{background:#f3f6fa}.baseline-grid{display:grid;grid-template-columns:1.25fr 1fr;gap:25px}.metric-slab{background:#fff;border:1px solid var(--line);padding:27px 30px;border-radius:8px}.metric-slab>span{font-size:11px;letter-spacing:1.2px;font-weight:700;color:#66788b}.metric-slab>div{font-family:'Poppins',sans-serif;font-size:53px;font-weight:500;letter-spacing:-2px;line-height:1.5}.metric-slab>div>span{font-size:28px}.metric-slab small{font-size:25px;color:#819db8;margin:0 25px}.metric-slab p{font-size:13px;color:var(--muted);margin:0}.metric-slab p span{margin-left:35px}.audit-grid{display:grid;grid-template-columns:repeat(3,1fr);gap:33px;margin-top:35px}.audit-grid h3{font-size:17px;margin-bottom:10px}.audit-grid p{font-size:14px;color:var(--muted);margin:0}.pilot-grid{display:grid;grid-template-columns:repeat(3,1fr);border:1px solid var(--line);border-radius:9px;overflow:hidden}.pilot-grid article{padding:28px;display:flex;flex-direction:column}.pilot-grid article+article{border-left:1px solid var(--line)}.pilot-grid article:last-child{background:#f0f6ff}.phase-label{display:flex;align-items:center;justify-content:space-between;font-size:11px;font-weight:700;letter-spacing:1px;margin-bottom:30px}.phase-label span{font-size:22px;color:#8aa4be}.pilot-grid h3{font-size:21px}.pilot-grid ul,.ownership-grid ul{padding-left:18px;font-size:14px;color:var(--muted);margin:0 0 30px}.pilot-grid li,.ownership-grid li{padding-left:3px;margin-bottom:12px}.pilot-grid li::marker{color:#7398bc}.gate{margin-top:auto;border-top:1px solid var(--line);padding-top:20px;font-size:14px;font-weight:600}.gate span{display:block;font-size:10px;letter-spacing:1.2px;color:#657d94;font-weight:500;margin-bottom:8px}.economics{background:#edf3fa;border-top:1px solid #e1e9f2;border-bottom:1px solid #e1e9f2}.scenario-bar{display:flex;justify-content:space-between;gap:20px;margin-bottom:22px;align-items:center}.scenario-buttons{display:flex;background:#dfe8f2;padding:5px;border-radius:7px;gap:4px}.scenario-buttons button{background:transparent;border-radius:5px;font-size:13px;padding:10px 18px;color:#3c5873;font-weight:600}.scenario-buttons button.selected{color:var(--navy);background:#fff;box-shadow:0 2px 6px #02254712}.reset{font-size:13px;font-weight:600;color:#536b82;background:transparent;padding:10px}.calculator{display:grid;grid-template-columns:1.08fr 1fr;gap:25px;align-items:start}form{background:#fff;border-radius:9px;border:1px solid #d8e3ee;overflow:hidden}.input-section{padding:25px 28px;border-bottom:1px solid var(--line)}.input-section:last-of-type{border-bottom:0}.input-title{display:flex;align-items:center;justify-content:space-between;gap:15px}.input-title>span{font-size:12px;color:#647b91}.input-section h3{font-size:16px;margin:0 0 16px}.input-title h3{margin-bottom:6px}.input-section p{margin-bottom:18px}.form-grid{display:grid;grid-template-columns:1fr 1fr;gap:18px}.form-grid+ .form-grid{margin-top:18px}label{font-size:12px;font-weight:500;display:flex;flex-direction:column;gap:7px;color:#4b6378}.field-wrap{display:flex;align-items:center;border:1px solid #cad7e4;border-radius:5px;overflow:hidden;background:#fbfdff}.field-wrap>span{font-size:13px;color:#687f96;padding-left:12px}.field-wrap>span.suffix{padding-left:0;padding-right:12px}input{width:100%;min-width:0;border:0;background:transparent;color:var(--navy);padding:10px 12px;font-size:16px;line-height:1.4;font-weight:600}input:focus{outline:0}.field-wrap:focus-within{outline:2px solid #648eba;outline-offset:1px}.field-wrap:has(input:invalid){border-color:#c93249}select{width:100%;padding:10px;border:1px solid #cad7e4;border-radius:5px;background:#fbfdff;font-size:14px;color:var(--navy)}summary{font-family:'Poppins',sans-serif;font-size:15px;font-weight:500}details[open]>summary{margin-bottom:20px}details .fine{margin-top:15px;margin-bottom:0}.results{background:var(--navy);color:white;border-radius:9px;padding:27px 30px;position:sticky;top:25px}.results-heading{display:flex;justify-content:space-between;align-items:center;font-size:10px;letter-spacing:1.1px;color:#b6cbe0;border-bottom:1px solid #ffffff26;padding-bottom:20px}.results-heading span:last-child{letter-spacing:0;font-size:12px}.main-result{margin-top:27px}.main-result>span{font-size:14px;color:#bdd0e2}.main-result>strong{display:block;font-family:'Poppins',sans-serif;font-size:47px;letter-spacing:-2px;line-height:1.4;font-weight:500}.main-result p{color:#b4cce2;font-size:13px;margin:5px 0 25px}.cost-bar{display:flex;height:8px;overflow:hidden;border-radius:6px;background:#29445e}.cost-bar div{transition:width .2s}#media-bar{background:#89b6ec}#fee-bar{background:#ed4964}#other-bar{background:#e3c791}.legend{display:flex;gap:16px;margin:15px 0 27px;flex-wrap:wrap}.legend>span{font-size:11px;color:#bed1e4}.legend b{display:block;color:#fff;font-weight:500;font-size:13px;margin-top:3px}.legend i{display:inline-block;width:6px;height:6px;border-radius:50%;margin-right:5px}.media-dot{background:#89b6ec}.fee-dot{background:#ed4964}.other-dot{background:#e3c791}.results-grid{display:grid;grid-template-columns:1fr 1fr;gap:22px 18px;border-top:1px solid #ffffff26;padding-top:24px}.results-grid span{display:block;font-size:12px;color:#b9cfe2;line-height:1.5;max-width:160px;min-height:36px}.results-grid strong{font-family:'Poppins',sans-serif;display:block;font-size:26px;font-weight:500;margin-top:6px;letter-spacing:-.7px}.result-note{font-size:11px;line-height:1.7;color:#a8c0d8;margin:20px 0}.health-row{border-top:1px solid #ffffff20;padding:12px 0;display:flex;justify-content:space-between;gap:15px;font-size:12px}.health-row span{color:#b9cfe2}.health-row strong{white-space:nowrap;font-weight:500}.insight{background:#ffffff0e;border:1px solid #ffffff20;border-radius:5px;font-size:12px;color:#d5e5f5;padding:15px;margin-top:14px;line-height:1.75}.detail-panel{background:white;border:1px solid #d8e3ee;border-radius:8px;margin-top:24px;padding:26px 28px}.detail-panel h3{font-size:17px;margin-bottom:10px}.table-scroll{overflow-x:auto}table{border-collapse:collapse;width:100%;font-size:13px;text-align:left;white-space:nowrap}th{font-size:10px;letter-spacing:.3px;text-transform:uppercase;color:#61768b;font-weight:500;padding:16px 12px 16px 0;border-bottom:1px solid var(--line)}td{padding:16px 12px 16px 0;border-bottom:1px solid #edf0f4;font-variant-numeric:tabular-nums}tr:last-child td{border:0}.sensitivity{display:grid;grid-template-columns:repeat(3,1fr);gap:18px;margin-top:20px}.sensitivity article{padding:18px;background:#f4f7fb;border:1px solid #e1e8ef;border-radius:6px}.sensitivity article:nth-child(2){background:#eaf2ff;border-color:#bdcfe7}.sensitivity h4{margin:0 0 10px;font-size:13px;font-weight:500}.sensitivity strong{display:block;font-size:25px;font-weight:500}.sensitivity p{font-size:12px;margin:8px 0 0;color:var(--muted)}.methodology{border-bottom:1px solid #cfdae7;padding:25px 0 0}.methodology summary{font-size:13px;margin-bottom:20px}.methodology p{font-size:13px;color:var(--muted);max-width:1000px}.error{padding:0 28px;color:#b30d2a;font-size:13px}.ownership-grid{display:grid;grid-template-columns:1fr 1fr;gap:25px}.ownership-grid article{border:1px solid var(--line);border-radius:8px;padding:32px}.brand-label{font-size:11px;letter-spacing:2px;font-weight:700;color:var(--red)}.brand-label.blue{color:#517da9}.ownership-grid h3{margin:17px 0 22px;font-size:23px}.ownership-grid ul{margin-bottom:0}.ownership-grid +p{margin-top:18px}.channel-strip{display:grid;grid-template-columns:1fr 60px 1fr;align-items:center;border-top:1px solid var(--line);border-bottom:1px solid var(--line);padding:34px 0;margin-top:44px;gap:35px}.channel-strip span{font-size:11px;letter-spacing:1.6px;font-weight:700;color:#6c85a1}.channel-strip h3{font-size:23px;margin:10px 0}.channel-strip p{font-size:15px;color:var(--muted);margin-bottom:0}.channel-plus{font-size:30px;color:#a2b6ca;text-align:center}.creative-note{display:grid;grid-template-columns:1fr 2fr;gap:40px;padding-top:30px;font-size:15px}.creative-note strong{font-weight:500}.creative-note p{margin-bottom:0;color:var(--muted)}.closing{background:var(--navy);color:white;padding:70px 0}.closing .eyebrow{color:#98bbdf}.closing h2{font-size:44px}.closing-grid{display:grid;grid-template-columns:1fr 1fr;gap:100px;margin:28px 0}.closing-grid p{color:#b9cee3;font-size:17px;max-width:410px}.closing-grid ol{padding-left:20px;color:#d8e7f7;font-size:15px;line-height:2.2;margin-top:0}.light{background:var(--ice);color:var(--navy)}footer{display:flex;align-items:center;justify-content:space-between;gap:20px;padding-top:27px!important;padding-bottom:27px!important;font-size:12px}footer>span{font-size:14px;font-weight:600}footer b{color:#8e9cab;font-weight:400;margin:0 8px}footer p{color:#6e8091;margin:0}footer>a{color:#657b91}.skip{position:absolute;left:10px;top:-100px;background:#fff;z-index:10;padding:12px}.skip:focus{top:10px} @media(min-width:1450px){.hero{padding-top:95px;padding-bottom:95px}}@media(max-width:1000px){.wrap{padding-left:30px;padding-right:30px}header{padding:0 30px}.hero{gap:30px}h1{font-size:49px}.section-heading{gap:35px}.vision-card{padding-left:24px;padding-right:24px}.card-bottom{margin-left:-24px;margin-right:-24px}.path-step{gap:15px}.path-step h3{font-size:16px}.pilot-grid article{padding:22px}.results{padding:25px}.input-section{padding:23px}.main-result>strong{font-size:39px}nav{gap:20px}.brands{gap:16px}.brands img:first-child{width:125px}}@media(max-width:760px){header{height:auto;min-height:88px;padding:22px 22px;flex-wrap:wrap;gap:20px}.brands img:first-child{width:123px}.brands img:last-child{width:78px}nav{width:100%;justify-content:space-between;gap:10px;font-size:12px}.wrap{padding-left:22px;padding-right:22px}.hero{grid-template-columns:1fr;padding-top:45px;padding-bottom:45px;gap:36px}h1{font-size:49px;letter-spacing:-2.5px}.lead{font-size:17px}.vision-card{padding-top:24px}.hero-note{font-size:12px}.hero-actions{gap:20px}.principle .wrap{flex-wrap:wrap;gap:8px}.principle p{font-size:16px}.small-arrow{display:none}.section{padding-top:55px;padding-bottom:55px}.section-heading{grid-template-columns:1fr;gap:22px;margin-bottom:30px}h2{font-size:30px}.three-grid{grid-template-columns:1fr;gap:26px}.editorial-card{padding-top:18px}.editorial-card h3{margin-top:10px}.baseline-grid{grid-template-columns:1fr}.metric-slab>div{font-size:45px}.audit-grid{grid-template-columns:1fr;gap:22px}.pilot-grid{grid-template-columns:1fr}.pilot-grid article+article{border-left:0;border-top:1px solid var(--line)}.phase-label{margin-bottom:20px}.pilot-grid ul{margin-bottom:15px}.scenario-bar{align-items:flex-start;gap:8px}.scenario-buttons{flex-wrap:wrap;gap:2px}.scenario-buttons button{font-size:11px;padding:9px}.reset{font-size:11px;white-space:nowrap}.calculator{grid-template-columns:1fr;gap:20px}.results{position:static}.input-section{padding:24px 20px}.form-grid{gap:16px 12px}.main-result>strong{font-size:46px}.detail-panel{padding:23px 20px}.detail-panel .input-title{display:block}.sensitivity{grid-template-columns:1fr}.sensitivity article{display:grid;grid-template-columns:1fr 1fr;gap:0 15px}.sensitivity h4{grid-column:1/-1}.sensitivity p{margin-top:0}.ownership-grid{grid-template-columns:1fr}.ownership-grid article{padding:27px}.channel-strip{grid-template-columns:1fr;gap:20px}.channel-plus{display:none}.creative-note{grid-template-columns:1fr;gap:14px}.closing{padding:52px 0}.closing h2{font-size:37px}.closing-grid{grid-template-columns:1fr;gap:10px}footer{align-items:flex-start;flex-wrap:wrap}footer p{order:3;width:100%}.eyebrow{font-size:10px;letter-spacing:1.6px}}@media(prefers-reduced-motion:reduce){html{scroll-behavior:auto}*{transition:none!important}}@media print{header nav,.hero-actions,.scenario-bar,form,.methodology,footer>a{display:none}body{font-size:12px}.section{padding-top:25px;padding-bottom:25px}.calculator{display:block}.results{position:static;background:#022547!important;print-color-adjust:exact}.closing{print-color-adjust:exact}.hero{padding-top:25px}.wrap{padding-left:10px;padding-right:10px}}