According to the United Nations, approximately 1.3 billion tons of food is wasted every year, which is about a third of all food produced.

As environmental concerns increasingly spark change around the world and consumers seek more sustainable living practices, tech startups are stepping in to tackle the problem of food waste; a wave of new food waste apps has entered the global market, aiming to fix the food system at the consumer level.

After first launching in Stockholm in 2016, Swedish company Karma has since landed in London in 2018 and Paris in 2019, and is continuing its expansion across the UK, opening it’s latest hub in Brighton in October 2019. Karma connects consumers with local restaurants, cafes and grocery stores who sell their unused food at half price, incentivizing retailers with additional income and shoppers with discounted costs.

To satisfy growing demand, Karma has partnered with Electrolux to develop a smart refrigerator that allows users to order surplus food and unlock the fridge from Karma’s app. After a year-long pilot, Karma and Electrolux announced in September 2019 that the program will be commercialized, rolling out to 45 grocery stores in Sweden by the end of the year. And, to make it even easier for consumers to purchase surplus food, they will also run a trial placing the smart refrigerators in Stockholm’s central underground station, so consumers can conveniently pick up their groceries on their commute home.

“The world is finally awakening to the fact that our planet is not invincible, and we should all do more to help reverse climate change,” Charlotte Humphreys, Karma’s UK marketing manager, tells the Innovation Group. “One way to do that is to change small patterns in our behavior that can make the difference. That’s where food waste apps come in, and why they have become so popular across the globe. By breaking it down into individual meals, and every bite of food, apps like Karma are able to make huge impact in consumer behavior.”

Kitche is another tech startup tackling food waste in the UK. Launched in August 2019, Kitche hopes to prevent people from wasting their food and their pennies by allowing users to scan their shopping receipts on the Kitche app to receive recipe plans designed to minimize waste. Users will also receive reminder notifications to consume their fruit and vegetable products five days after they’ve bought them.

In Northern Ireland, Gander has partnered with Henderson Group to help supermarkets reduce waste from their discounted sections. Working with SPAR, EUROSPAR, ViVO and ViVOxtra brands, the app notifies shoppers the moment a food item has gone on sale. Users can search for discounted products in real-time and filter their search by distance, category or dietary requirements. In Israel, SpareEat’s app also connects surplus food from supermarkets, restaurants and cafes to Tel Aviv citizens who can purchase it at discounted prices.

While food waste has long been an issue, new advances in technology are helping provide innovative and effective solutions.

Source:JWT Intelligence

Google Maps has always helped people get from point A to B in the easiest way possible.

Today, we’re adding more tools that reflect real-time contributions from the community so you can stay even more informed when you’re behind the wheel. Here’s what’s changing:

First, we’re adding the ability for people to report crashes, speed traps and traffic slowdowns right from their iPhone. This feature has been one of our most popular on Android, and we’re excited to expand it to iOS.

Second, we’re introducing the ability to report four new types of incidents–construction, lane closures, disabled vehicles, and objects on the road (like debris)–so you can quickly know if you’ll encounter one of these potential obstructions on your ride, and plan accordingly. To report an incident, simply tap on the + sign and then on “Add a report.” 

Both features start rolling out globally on Android and iOS this week. 

Mindvalley Brings Personal Growth Education To The Middle East For The First Time

Join Mindvalley Live from Nov. 25-26; learn from top teachers and experts for a life-changing weekend at the Sharjah Entrepreneurship Festival

Mindvalley, the leading personal growth education company with a following of 10 million, is bringing its incredible experts and transformational learnings to 3,000+ aspiring entrepreneurs at the Sharjah Entrepreneurship Festival this November. Attendees will experience a variety of learnings from business leaders and owners and, as a bonus, personal growth sessions at the exclusive “Mindvalley Live - Sharjah” Stage. The two-day event takes place from Nov. 25-26 at the Expo Centre Sharjah.

“This year, SEF seeks to educate entrepreneurs on how the right mindset is crucial in their quest for success," said Sheraa CEO Najla Al Midfa at a press conference. "The event strives to cement the UAE as an entrepreneurial hub, that not only aids with business acumen, but also offers a sense of positive health and wellbeing, to help innovators grow, scale, and succeed.”

Last year, Mindvalley CEO, founder, and best-selling author Vishen Lakhiani shared the stage with Entrepreneurial heavyweights’ Chairman of Emaar properties Mohammed Al Abbar, Careem co-founders Mudassir Sheikh and Magnus Olsen, Huda Kattan, as well as sensational digital media guru, Gary Vaynerchuck. 

This year, Vishen Lakhiani will open the main stage and Mindvalley will present from the ‘Mindvalley Live - Sharjah’ platform. The brand will share life-changing ideas and best practice tools to help grow and teach entrepreneurs how to accelerate personal growth, overcome limitations, and shift their mindset towards success to reach their highest potential.

“As Mindvalley expands globally, we are even more driven in our mission to raise human consciousness through personal transformation. Our mission is to positively transform one billion lives by 2038,” said Vishen Lakhiani. “I am overjoyed to be bringing Mindvalley transformative learning to the UAE for the very first time – the country that elected the world’s first Minister of Happiness in 2016”. 

The content will be focused around the theme “inner quest” with a holistic approach to the mind, body, and soul of a business as well as individuals.  Entrepreneurs will learn about maintaining work-life balance, achieving peak performance and productivity, as well as a number of bio hacks to optimize one’s mental, emotional and physical performance. 

Mindvalley is home to hundreds of the world’s top teachers, authors and activists in the personal growth and wellness spaces. Some of these experts include Jim Kwik, Lisa Nichols, Neale Donald Walsh, Marisa Peer, Michael Bekwith, Robin Sharma and Dr. Shefali Tsabary, and many more.

BackLite Media and The Galleria Al Maryah Island to launch Abu Dhabi’s largest retail signage network

• BackLite Media signs 10-year partnership with Gulf Related, the developers of the most anticipated ultra-luxury retail and dining destination in Abu Dhabi 

• Advertisers stand to gain valuable audience insights through data analytics, with BackLite Media providing the most advanced signage network platform in the world

BackLite Media, the premier out-of-home advertising company, has been awarded a 10-year-contract for all advertising and promotional activities across The Galleria Al Maryah Island, a luxury retail and dining destination developed by Gulf Related. 

The most sought-after retail opening in the UAE, The Galleria brings together the exceptional retail and lifestyle development competencies of Gulf Related, a joint venture of Gulf Capital and The Related Companies – the developers of Hudson Yards in New York. A premier getaway for all things retail, The Galleria is distinguished by an extraordinary combination of the best shopping, dining and entertainment in Abu Dhabi. 

The Galleria marked its grand opening on 4th September 2019, with BackLite taking on the full operational scope of the mall’s advertising and promotional requirements. The network comprises over 200 screens – making it the largest of its kind in Abu Dhabi. Advertisers will be able to take advantage of some of the most progressive signage and advertising platforms currently available on the market, allowing them to impactfully showcase their campaigns. 

The Galleria, in partnership with BackLite, is deploying some of the world’s most advanced digital signage solutions to create exceptional value for advertisers, who stand to gain tremendous audience insights through BackLite’s data analytics and booking technologies.  

Bill Fordyce, CEO of BackLite, said: “We are honoured to partner with Gulf Related for The Galleria Al Maryah Island, an astonishing retail destination that will redefine the shopping and lifestyle experience for visitors. As the leading provider of digital signage services to the retail sector, we will deploy best-in-class technology to ensure not only the highest standards of aesthetics but also to create value for our advertisers. We will also undertake promotional activities over the ten-year period, which will add to the prestige and pride of The Galleria.”

Daniel Parry, Managing Director of Gulf Related, said: “The Galleria Al Maryah Island brings a dynamic mix of luxury and contemporary fashion brands as well as a collection of signature restaurants and cafes – all thoughtfully curated to meet the community’s aspirations.. Ensuring world-class digital signage is of strategic value in adding to the aesthetics of The Galleria’s environment and to make the mall experience more appealing to visitors and retailers. BackLite brings proven experience in the sector and is an industry leader in delivering tech-driven digital solutions, which makes it a perfect fit for The Galleria.”

Over 200 screens, indoor and outdoor, will be operated by BackLite at The Galleria making it the largest retail digital signage network in Abu Dhabi. BackLite will draw on its 20-year heritage of working with luxury brands in powering The Galleria’s digital signage solutions. Led by an experienced team of professionals, who have proven their credentials in digital signage across leading malls in the region, BackLite will focus on enhancing the destination experience for visitors. 

Produced by Oscar Award-Winning James Cameron, the Legendary Arnold Schwarzenegger and Linda Hamilton Reprise Their Iconic Action-Packed Roles

‘Terminator: Dark Fate’ Premiering as part of the MENA Cinema Forum activities on Wednesday, 23rd October, in the Dolby Cinema at Reel Cinemas, Dubai Mall before releasing in UAE cinemas on the 31st October.

MENA cinema forum, supported by Dubai Studio City & global giants of the cinema industry, is the only cinema convention catering to full spectrum of the cinema industry in the region. , The convention will celebrate, discuss, & explore everything new in the world of cinema from October 22 to 24, gathering over 60 speakers, and 800 experts in cinema production, distribution, construction, technology and content from more than 50 countries. In addition to a packed conference agenda and a sold-out trade show, MENA Cinema Forum boasts of slate presentations, showreels, special screenings, and of course, Movie Premieres, the most exciting of which is Terminator: Dark Fate. 

In this much-anticipated blockbuster, Linda Hamilton (Sarah Connor) and Arnold Schwarzenegger (T-800) return in their iconic roles in Terminator: Dark Fate as the film hits UAE screens on 31st October.  Directed by Tim Miller (Deadpool), the suspenseful and action-packed film is produced by visionary filmmaker James Cameron (Titanic, Avatar and Alita Battle Angel) and David Ellison.

For fans of the franchise, the most exciting element of Terminator: Dark Fate may be the return of original stars Linda Hamilton and Arnold Schwarzenegger. Producer James Cameron describes Terminator: Dark Fateas a direct sequel to Terminator 2, one that recaptures the riveting tone of the original Terminator and its follow-up. “It has the same intensity, the same take-no-prisoners feeling and sense of abject terror,” he says. “The first film was supposed to scare you about a possible dark future and the survival of a girl that we come to care about. This film, like the others, deals with the threat of a human collision with artificial super-intelligence, which is a whole lot less science-fiction today than it was in 1984 or 1991. The movie releases throughout the GCC on the 31st October in IMAX, 4DX, Dolby and MX4D, the official trailer can be viewed here

Leila Masinaei, Managing Partner of Great Minds Events Management, the organizers of the forum, & Head of the Organizing Committee of MENA Cinema Forum commented: “We are delighted to see MENA cinema grow into its rightful place as an industry convention. The Premiere of one of the biggest films of 2019, Terminator: Dark Fate, alongside many other special screenings, product presentations and premieres is a testimony to the growing importance of the show and the region’s cinema sector”.

MENA Cinema Forum is offering a unique platform, where industry decision-makers meet international movie creators and technology pioneers to discuss the future of cinema industry, the hidden opportunities and the vast possibilities in a festive atmosphere where movie premieres, screenings, awards & themed poolside after-parties are among many glamours packed activities of the 3 day busy agenda of wonders. 

In addition to Terminator: Dark Fate, guests & participants of MENA Cinema Forum will also enjoy watching Leonardo: The Works on Thursday 24thof October. Throughout the 3 days there will be special screenings of The Addams Family, Son-Mother, and Zombieland, and unveiling the full feature cartoon Masameer to the forum participants, this year’s the forum has grown massively in size & significance. The event is spread across 3 levels of Conrad Hotel Dubai and VOX Cinemas, Mall of the Emirates in order to accommodate the event’s many features,combining conferencing, exhibition, movie premieres, film slates, award giving ceremonies, workshops, corporate meetings, special screenings, & post event poolside cocktail receptions to cater to the industry with a holistic approach.

The second edition of MENA Cinema Forum will showcase the regional projects and policies, technological and technical advancements in cinemas and best practices in the next generation of customer experience and engagement, through a mixture of various content and mediums. Moreover, this year the forum is hosting a professional series of Master Classes and Workshops to help develop the film industry in the region through educational opportunities for professionals and enthusiasts alike. 

The forum has attracted the biggest cinema operators in the region to be its partners in success. VOX Cinemas is the forum’s strategic partner whilst Novo, AMC KSA, Cinepolis, Carnival, Reel, Muvi, Silverbird, Starzplay and WOW Cinemas, Zawya are the forum’s Cinema Partners. The long list of Production and Distribution Partners of MENA Cinema Forum includes Warner Bros. Pictures, Sony Pictures, 20thCentury Fox, Myrkott, Front Row Filmed Entertainment, Eos Exhibition on Screen, Seventh Art Productions, 100 Years of Empire, Green Screen, Shooting Stars, CMS, AFL, & Gulf Film. Delegates will be invited to exclusive Slate presentations, from Warner Bros. Picture International Product Presentation, Front Row Filmed Entertainment Product Presentation, Myrkott Animation Studio Product Presentation, and Arab Format Lab Product Presentation.

Focusing on presenting bigger opportunities, being much larger in scale and richer in content MCF2019 will commence with the welcome remarks from Leila Masinaei, Managing Partner of Great Minds Events Management, the organizers, & Head of the Organizing Committee of MENA Cinema Forum, followed by the opening keynote from the forum’s Industrial Partner, Dubai Studio City’s Managing Director, Majed Al Suwaidi, followed by the forum’s Strategic Partner, Cameron Mitchell, Chief Executive Officer, Majid Al Futtaim Cinemas and Majid Al Futtaim Leisure & Entertainment.

MENA Cinema Forum the largest gathering platform of cinema industry experts from across the globe in the MENA region will be held for the second time presenting many new features across 3-days, from 22nd till the 24th of October 2019, in Dubai. The Forum will include a Conference, an Expo, an Awards Giving Ceremony, Workshops, Corporate Meetings, Film Slates, Screenings, Post Event Reception, and much more. 

Pandora VP Eric Picard Elected to Executive Committee, as 17 Companies Join

Tech Lab Board to Collaborate on Global Technical Standards

The IAB Technology Laboratory (Tech Lab) announced that SpotX Chief Scientist Neal Richter was elected by its board of directors as the new chair. In this position, Richter will play a key role in guiding the Tech Lab’s work to evolve privacy-compliant standards for programmatic advertising, simplify video ad delivery, increase supply chain transparency, and reduce fraud, among other initiatives.

Richter takes on the board post with 20 years of experience leading software teams and developing effective, data-driven products that build the bottom line. As co-chair of Tech Lab’s OpenRTB Working Group, Richter has helped lead the development of the OpenRTB protocol, which has standardized the process of programmatic real-time bidding, and has brought transparency to digital inventory through the ads.txt and sellers.json standards.

“The industry relies on the Tech Lab to develop solutions to support a trustworthy and efficient marketplace, across platforms and devices. And now, consumers and governments around the world are rightfully demanding greater data privacy and transparency, therefore, our work on tools such as the Transparency and Consent Framework and Data Label have only become more important,” said Dennis Buchheim, Executive Vice President and General Manager, IAB Tech Lab. “As a brilliant engineering leader and a committed contributor to several of our most widely adopted standards, Neal Richter is the perfect person to lead our board of directors during this pivotal time of change in the global digital media ecosystem.”

“It is an absolute honor to be elected chair of Tech Lab’s board of directors,” Richter said. “Having spent the past eight years collaborating with other members on standards like OpenRTB, I know how important our work is in building a better digital supply chain. I can’t wait to take an even larger role in driving the agenda and creating guidance and technology that supports the growth of video, audio, and other content and services worldwide.”

The IAB Tech Lab board also elected Eric Picard, Pandora’s Vice President of Advertising Product Management, to join its six-member executive committee, which also includes:

Dennis Buchheim, Executive Vice President and General Manager, IAB Tech Lab

Patrick Dolan, President, IAB

Randall Rothenberg, CEO, IAB

Scott Spencer, Director of Product Management, Google

IAB Tech Lab’s global membership of over 750 companies includes a broad range of digital publishers, advertising technology providers, agencies, and others – and membership grew over 18 percent from mid-2018 to mid-2019. Growth of the Tech Lab board of directors has been even more significant, with 30 companies now represented, up from 17 in mid-2018.

In addition to the executive committee cited above, current members of the Tech Lab board of directors are:

Yoav Arnstein, Director of Product Marketing, Facebook

Paige Bilins, Chief Product Officer, Telaria

Daniel Brackett, CTO, Extreme Reach

Andrew Casale, President and CEO, Index Exchange

Joe Cepollina, Partner, Group Program Manager, Microsoft Advertising

Alanna Gombert, Head of Advertising Technology, ConsenSys

Chris Guenther, Senior Vice President, Global Head of Programmatic and GM of News IQ, News Corp

Anneka Gupta, President and Head of Products and Platforms, LiveRamp

Vincent Karachira, Chief Product Officer, Rakuten Marketing

James Kelm, Senior Director of Product Management, Twitter

Mark Kopera, Head of Product, Oracle Data Cloud

Guy Levit, Vice President, Product Management, Verizon Media Group

Ai Matsubara, Video Ads Specialist, Yahoo Japan

Dale Older, Chief Product Officer, Integral Ad Science

Michael Palmer, Global Vice President, Emerging Technologies, GroupM

Todd Parsons, Chief Product Officer, OpenX

Gruia Pitigoi-Aron, Vice President, Product, The Trade Desk

Mike Romoff, Head of Global Agency and Channel Sales, LinkedIn

John Sabella, Chief Technology Officer, PubMatic

Wilfried Schobeiri, CTO, MediaMath

Steve Silvers, General Manager and Vice President of Product, Customer Experience, Neustar Inc.

Kate Sloan, Programmatic Sales Director, Hearst Magazines Digital Media

Ajit Thupil, Senior Vice President, Identity, Tapad

Steve Truxal, Vice President, Product Management, Xandr

Dorothy Tse, Vice President, Product Management, Quantcast

Ken Weiner, Chief Technology Officer, GumGum

Jason White, Senior Vice President and General Manager, Global Programmatic Revenue and Partnerships, CBS Interactive

The Interactive Advertising Bureau (IAB) GCC announced the start of a three month-long research project at a recent event in Dubai. Funded and supported by industry stakeholders, it will comprehensively size the region’s digital advertising market.

The study will deliver a neutral perspective while ensuring the highest level of data confidentiality, using tried and tested methodologies from the IAB in Europe. The event attracted widespread interest from the industry and was attended by more than 80 industry professionals.

The IAB’s aim is to foster collaboration across the different stakeholders in the market to enhance knowledge, develop research, facilitate training and promote acceptance of standards. It is also to stimulate co-operation in the interest of representing and growing the digital industry.

The IAB GCC’s Research and Measurement Committee explained that a market as large and important as MENA deserves a robust ad market size estimate using globally accepted methodologies and best practices. Hence, it has employed the services of Dr Daniel Knapp from MTM, who has been conducting similar studies for the IAB in Europe for many years.

The findings of this study will provide publishers, advertisers and agencies more reliable data on which to make investment decisions. One of the main benefits of a more robust study is that the market could be found to be larger than often reported. This would increase the level of interest and investment in MENA from brands, publishers and martech companies.

Two years ago, the interim board was tasked with setting up the IAB in the region, legally and operationally, and establishing it as a cornerstone in the global IAB community. The task of the interim board has now been deemed complete and the market sizing exercise will help facilitate the job of the new board to be elected in 2020. The IAB GCC interim board acknowledged the support of the Dubai Chamber of Commerce in this endeavour.

The IAB GCC interim board includes representatives from four publishers (Choueiri Group, Facebook, Google and MMP Worldwide) and three agency groups (GroupM, Omnicom Media Group and Publicis).

Hailing from Golden Globe Nominee and Emmy Award Winner Ronald D. Moore, “For All Mankind” Stars Joel Kinnaman, Michael Dorman, Sarah Jones, Shantel VanSanten, Wrenn Schmidt and Jodi Balfour

Apple premiered “For All Mankind” today at the Regency Village Theater in Westwood, California. Coming exclusively to Apple TV+ on November 1, “For All Mankind” is a captivating “what if” take on history from Golden Globe nominee and Emmy Award winner Ronald D. Moore. Told through the lives of astronauts, engineers and their families, “For All Mankind” imagines a world in which the global space race never ended and the space program remained the cultural centerpiece of America’s hopes and dreams.

Beginning November 1, the first three episodes of “For All Mankind” will be available to watch on Apple TV+. New episodes will continue to roll out weekly, every Friday.

WARC, the global authority on advertising and media effectiveness, has  released the Effective Social Strategy Report 2019, outlining key social marketing trends following an analysis of some of the world's most effective campaigns. 

Drawn from jury discussions and metadata of the shortlisted and winning entries of the Effective Social Strategy category of this year's WARC Awards - a global search for next-generation marketing effectiveness - the report identifies the main drivers that link social strategy to business success.

Lucy Aitken, Managing Editor, Case Studies, WARC, comments: "We've scrutinised the case studies to find out what makes a social campaign successful and to offer actionable insights to marketers and the wider industry.

"What we see is that social offers immense opportunities for participation-led campaigns, but overall, not enough brands are playing to its strengths."

WARC's Effective Social Strategy Report identifies three key themes:

Social can fulfil both long- and short-term business objectives

As social matures, it is increasingly being positioned at the heart of business and is delivering impressive returns for brands. Two brands from this year's WARC Awards - Starbucks and McDonald's - demonstrated social's ability to combine brand activity with a promotional mechanic to steer commercial results.

Alex Steer, Chief Product Officer, Wavemaker, says: "Social is more than capable of a fair fight and it can make real impact on brands, customers and business results."

Social can facilitate creative judo

Creative judo enables brands to be Davids taking on Goliaths, and social provides a good context for this strategy.

Callum McCahon, Strategy Director, Born Social, points out: "Social still brings an unrivalled ability to form a crowd, to break down barriers and smash convention.If you can't be brave on social, you can't be brave anywhere. Own the problem. Be tactical and proud. Divide and conquer. That's how to apply creative judo on social."

Winning case studies that embraced this strategy include Burger King in the US that leveraged an opportunity on Twitter when rival Wendy's discontinued its spicy nuggets; and Coca-Cola, which tapped into the relaxation of Saudi Arabia's driving laws to appeal to young women in the country and gain market share.

A smart influencer strategy can drive growth

Approaching influencer marketing as a long-term strategy, investing time in selecting the right influencer and using an influencer for co-creation can lead to engagement and effectiveness.

Jakub Hodbod, Global Head of Strategy, Ogilvy Social.Lab and Chief Strategy Officer, Ogilvy Czech and Charlotte Tansill, Executive Director of Social, Ogilvy, comment: "The future of influencer marketing is about the dynamic relationship between influencers and brands, expanding their impact from amplifiers and advocates to growth-drivers."

The social networking giant is the most positively talked about brand amongst young adults in Egypt

Facebook tops the 2019 YouGov NextGen rankings in Egypt. The social media giant has topped these rankings ever since the inception of our NextGen rankings in 2017. WhatsApp, Uber and National Bank of Egypt, maintain their rankings from last year at second, third and fourth, respectively. 

McDonald’s climbed up four places at fifth this year while Dream Park, Huawei and Souq.com made an entry into the list at sixth, seventh and ninth, respectively. Food and beverage brands- Pepsi and KFC had a tough year and dropped down three places each in this year’s rankings, to eighth and tenth, respectively.

YouGov’s daily brand tracking tool, BrandIndex, considered the opinions of respondents aged between 18 and 34, collected online over the past year, to discover the 10 brands they’ve talked about the most positively with friends and family, whether in person, online or through social media

The rankings also assess which brands have experienced the greatest uplift in positive Word of Mouth score over the past 12 months. YouTube recorded the greatest improvement in positive chatter since last year, increasing its positive Word of Mouth score by 10.8 points, from 52.0 last year to 62.8 this year.

Apart from YouTube, this year’s improvers list is dominated by internet brands. Google (increasing by 10.5) and Netflix (+9.7) are the second and third best improvers in Egypt, followed by Youm7.com (+9.3) and Yallakora.com (+8.4).

Other brands to feature in the top 10 improvers include real estate brands such as Talaat Moustafa (+8.1) and Emaar (+7.4) as well as Tang (+8.2), Juhayna Pure (+7.6) and Paradise (+7.4) completing the improvers list for Egypt this year.

Methodology

YouGov BrandIndex first screened all of its 395 brands for positive Buzz, which asks respondents "Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?" Brands with low response volume were eliminated. Brands that were tracked for at least 6 months (top 10) and at least 18 months (top 10 improvers), were then ranked on Word of Mouth scores, which asks respondents "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?" All respondents for this research were young adults 18 through 34 years old. Data was collected between September 1, 2018, and August 31, 2019, for top 10 and September 1, 2017, to August 31, 2019, for top 10 improvers