Genetics

Preimplantation Genetic Testing Market: Growing Demand for Genetically Testing and Rising Knowledge of Genetics to Drive the Market – BioSpace

Wilmington, Delaware, United States, Transparency Market Research Inc. The preimplantation genetic testing is an increasingly go-to option for identifying genetic birth effects in children. The technique relies on the use of vitro fertilization before pregnancy. The technique is highly recommended in clinical practices especially in cases wherein both parents have a genetic defect. The tests are performed on an embryo to determine various genetic associations or factors. The PGD or preimplantation genetic diagnosis is the medium to avail this test.

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On the other hand, PGS or presumed genetic screening refers to techniques are applied for the screening of genetically sound parents. The technique is used to screen aneuploidy. The growing demand for genetically testing and rising knowledge of genetics, thanks to big data and AI technology is a promising driver for growth of the preimplantation genetic testing market.

Preimplantation Genetic Testing Market: Notable Developments

In 2018, twin girls in China were conceived using embryos that were specifically designed with the method of gene altering. In 2019, a 74 year Indian women gave birth to first-time twins. It is estimated that nearly 12% of the overall couples are infertile.

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Additionally, thanks to rising financial stress, and compatibility issues, women tend to conceive a far later in lifecycle. The growth of couples opting for reproductive technologies in Denmark stands at near 7% of all couples. The new technologies made available due to preimplantation genetic testing is expected to witness robust future as economies of scale drive down costs.

HelpCureHD, an organization has helped 24 families with Huntingtons disease to conceive healthy. The family-supported organization paid for the treatment of 24 families who were diagnosed with huntingtons disease. This is important to take note of as reproduction remains a key family concern and is likely to drive growth from charities. However, the costs of preimplantation genetic testing remain high and pose a major barrier to growth.

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Preimplantation Genetic Testing Market: Drivers and Restraints

The rising advent of medical knowledge and growth of technologically advanced genetic devices are expected to result in considerable growth for the preimplantation genetic testing market. Additionally, positive response from several regulatory authorities to genetic testing and possible opportunities for conceving healthier children are expected to be major opportunities. Additionally, more tech companies are also expected to invest in testing.

Recently, Facebook announced its desire to pay women more to conceive later as many women opted out of their jobs to take care of their families. The growing need for women to seek a balance between family and career, and growing tendency towards opting for family are expected to drive investment from the tech sector wherein salaries are extremely high and replacing labor can be far more costly.

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Preimplantation Genetic Testing Market: Geographical Analysis

The preimplantation genetic testing market is expected to witness major growth in North America region. The growing choice of women towards conceiving later, growing reliance on technology to identify pre-birth conditions, and expected cutting down costs due to scales of economy are expected to drive major growth in region.

Additionally, the preimplantation genetic testing market is expected to drive considerable growth in Asia Pacific region. The region is home to a rising disposable income, and growing access to healthcare. Additionally, large investment in big data and Artificial Intelligence technology by countries like Japan and China are expected to remain major drivers for growth.

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Preimplantation Genetic Testing Market: Growing Demand for Genetically Testing and Rising Knowledge of Genetics to Drive the Market - BioSpace

Genetics

CHOPs new bird-proofed skyscraper will focus on vaccine and genetics research – The Philadelphia Inquirer

Childrens Hospital of Philadelphia is growing its footprint on the east side of the Schuylkill, adding a second high rise next to the 20-story Roberts Center for Pediatric Research.

At 14 stories, the new Schuylkill Avenue Research Building will provide a complement to the existing tower by offering a distinct form of research space. CHOP is searching for a sponsor to christen the structure, as the Roberts family of Comcast fame did for its neighbor.

The new building will add 250,000 square feet of wet lab space, a term for laboratories used to research biological or chemical subjects. Across its real estate holdings, CHOP already provides 800,000 square feet of wet lab space, but the Roberts Center is focused on administrative and meeting space as well as dry labs that are more focused on patient trials and computational or policy work.

At this campus we will be looking at opportunities for new cell and gene therapies and ways to develop vaccines or target the immune system to promote health, said Sue Furth, CHOPs chief scientific officer. Itll be a next-generation research campus totally dedicated to improving the health of children. Philadelphia is really up and coming in this area, just after Boston.

The building comes as Philadelphia is making big bets on the life sciences, an employment sector that has proven more resilient to the growing trend of work-from-home than traditional office space during the pandemic. Biomedical and pharmaceutical work cannot be done from home, and the market has been growing in University City, the Navy Yard, King of Prussia, and even downtown.

READ MORE: Philadelphias glass skyline is killing birds. A new Fairmount Park building has a solution. | Inga Saffron

CHOP believes this new work setup will continue to result in fewer workers in its buildings at any given time, as evidenced by the fact that the Schuylkill Avenue Research Building will not include any new parking. There are already 404 parking spaces on site and that is believed to be sufficient even after the new structure is completed. CHOP did not offer the precise number of workers it expects to be based out of the new building.

The density of research is not the same as an administrative building, said Donald Moore, CHOPs senior vice president for real estate, facilities and operations. It will be less intense than what we have at the Roberts Center right now [in terms of the number of people coming to the building].

The building will include 33,000 square feet of office space and 6,500 square feet of retail space, with an eatery or cafe planned with an entrance near the South Street Bridge. The Roberts building currently hosts an establishment called the Waterfront Cafe that is open to the public, but CHOP acknowledges that its existence is little known to those who dont work for the institution.

They hope the new cafe, which will be visible from the street, will prove a boon to the public, add more amenities to the surrounding residential area, and provide a space for collaboration for CHOP workers.

If you consider the dearth of food service amenities in this particular community, and the amount of foot traffic that goes past our site on a daily basis, it should be a very attractive offering for someone, said Moore.

The plan for the new structure was created by the international architecture firm Cannon Design and it won plaudits when presented to Philadelphias Civic Design Review board, a municipally appointed team of architects and planners who review large real estate developments.

The Schuylkill Avenue Research Building will look similar to the Roberts Center, but with darker materials and lighting. The designers drew from lessons learned from the previous building about the toll that glassy skyscrapers can take on avian life. Ornithologists believe that between 350 million and a billion birds die each year in the United States because the reflective glass confuses them, and they fly into the buildings at top speed.

READ MORE: From 2020: Up to 1,500 birds flew into some of Phillys tallest skyscrapers one day last week. The slaughter shook bird-watchers.

Weve taken a lot of time and effort to try and address the fact that many of the high rises along the Schuylkill River migratory bird path are magnets for migrating birds, said John Roach, office engineering leader with Cannon Design. In our cladding choices and brick patterns, weve tried to take proven measures to help reduce the incidence of bird strikes here.

Hurricane Ida also offered a lesson to CHOP, as last years flooding created elevator and parking issues at the Roberts Center. Although Moore couldnt provide immediate details, he said the institution will be convening an expert panel this week to discuss how to protect the new building from 100-year flood events that are expected to be ever more frequent.

The general plan for further construction on the site has been anticipated for some time. The foundation of the Schuylkill Avenue Research Building is already in place, which community groups cited as an example of CHOPs neighborliness construction is expected to be less disruptive because the site was prepared for a new building years in advance.

Unusually, for a building of this size next to a residential area, it has enjoyed a rapturous reception by near neighbors and community groups.

If the first one was a salt shaker, the latest is like a pepper shaker, they go so well together, said Murray Spencer, zoning chair for the South of South Neighborhood Association.

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CHOPs new bird-proofed skyscraper will focus on vaccine and genetics research - The Philadelphia Inquirer

Genetics

1910 Genetics Appoints Desney Tan from Microsoft to Board of Directors – Business Wire

BOSTON--(BUSINESS WIRE)--1910 Genetics, a biotechnology company integrating artificial intelligence (AI), computation and biological automation to improve drug development, today announced that it has appointed Desney Tan, Vice President and Managing Director of Microsoft Health Futures, to the companys Board of Directors. With experience in artificial intelligence, machine learning and genomics, Tan brings the board a unique perspective on the benefits and opportunities of combining biomedical technologies with life sciences.

It is rare to find a board member who has direct experience and success in bringing together biomedical technologies, such as artificial intelligence and machine learning, with life sciences to help solve healthcares biggest issues, said Jen Nwankwo, Ph.D., 1910 Genetics Founder and Chief Executive Officer. Desneys experience, not only with Microsoft, but with advising startups and as an angel investor, brings an indispensable viewpoint to our board and the extended team. I am looking forward to the breadth of experience he is bringing to our board.

Tan has been a part of Microsoft for almost two decades, leading multiple global teams, including the human-computer interaction group, the medical devices group and Microsoft Healthcare. As the leader of Microsoft Health Futures, he is responsible for the companys cross-organizational health and life sciences moonshot factory. The Microsoft Health Futures portfolio includes programs in biomedical technologies, life sciences, as well as multiple application areas, such as population health and global health access.

In addition to his role at Microsoft, Tan holds an affiliate faculty appointment in the department of computer science and engineering at the University of Washington. He also serves on the Board of Directors for ResMed, a pioneer in life-changing products and solutions that help people breathe and sleep better, and advises several startup companies.

Tan was named one of MIT Technology Reviews 2007 Young Innovators Under 35 for his work on brain-computer interfaces and a 2012-2014 Kavli Fellow by the U.S. National Academy of Sciences. He was also honored as one of SciFi Channels Young Visionaries at TED 2009, as well as Forbes Revolutionaries: Radical Thinkers and their World-Changing Ideas for his work on whole body computing.

1910 Genetics represents the natural convergence of technical and scientific disciplines that could transform drug discovery and development, Tan said. Ultimately, this could facilitate better care for everyone, including people who are currently underserved by the healthcare system. I can think of no greater way for technology to catalyze positive human impact.

Tan holds a Ph.D. in computer science from Carnegie Mellon University and a Bachelor of Science in computer engineering from the University of Notre Dame. He served as technical program chair for The ACM CHI Conference on Human Factors in Computing Systems in 2008, as well as general chair for CHI 2011. He sits on multiple journal editorial boards and was previously editor-in-chief for Foundations and Trends in HCI, as well as the Springer HCI Series. He also served as a lieutenant in the Singapore Armed Services, where he was awarded a Sword of Merit.

About 1910 Genetics

1910 Genetics integrates AI, computation and biological automation to accelerate the design of small molecule and protein therapeutics. The company blends AI-driven drug design with biological wet lab automation to increase productivity and decrease failure rates across the pharmaceutical R&D process. Using its multi-platform drug discovery engines - ELVIS and ROSALYND - 1910 Genetics can generate more novel drug candidates, shorten the timeline, cut operational costs and increase the probability of success compared to traditional pharmaceutical methods. 1910 Genetics therapeutic area-agnostic, end-to-end technology powers the full length of early drug discovery - from novel hit discovery to hit to lead, and lead optimization. 1910 Genetics is currently applying its technology to drug discovery programs in several areas including, but not limited to, neuroscience, oncology, immunology and infectious diseases. The company was founded in 2018 and is headquartered in Boston, Massachusetts. To learn more about 1910 Genetics, visit http://www.1910genetics.com.

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1910 Genetics Appoints Desney Tan from Microsoft to Board of Directors - Business Wire

Genetics

Leading Clinical Experts Across the U.S. Unite to Support Universal Genetic Testing for all Patients with Cancer – PR Newswire

Clinicians agree that evidence supports testing benefits for all

SAN FRANCISCO, Sept. 15, 2022 /PRNewswire/ -- Invitae (NYSE: NVTA), a leading medical genetics company, joined other clinical experts in releasing a new commentary in Journal of Clinical Oncology Precision Oncology, underscoring the importance of universal germline testing for all patients with cancer (solid tumors). The paper reports a meta-analysis of multiple clinical publications supporting universal testing, independent of age, stage, family history or type of cancer. It reports that for cancer types such as pancreatic and ovarian where universal genetic testing is already recommended, 13% and 20% of patients (respectively) have identifiable actionable heritable gene mutations,2. In comparison, the actionable inherited gene mutation rate for patients with other cancer types is similar: breast 11%, endometrial 13%, prostate 14%, kidney 13%, bladder 14%, testicular 13%, colorectal 13%, liver 14%, and stomach 14%.

Furthermore, it reports that between 5-13% of patients with cancer with heritable gene mutations are missed by current restrictive testing guidelines and are unable to benefit from associated precision treatment and clinical trial benefits. First, allowing all patients to receive germline testing, without restrictive guidelines, affords patients access to precision therapies, clinical trials and other risk reducing interventions that can improve outcomes, and even extend overall patient survival1. Second, genetic testing informs surveillance and risk reduction for future cancers in patients already affected by cancer. Third, cascade testing helps alert their family members of an increased risk for cancer, so they too can then take advantage of monitoring and risk reducing interventions. Consistent with the Cancer Moonshot 2.0and the President's Cancer Panel report 2022, the expert consensus concludes that current evidence supports the implementation of universal germline genetic testing for all patients with cancer (solid tumors).

"This consensus from nationally recognized, cancer genetics clinical experts reinforces the current guidelines that universal genetic testing be offered in all patients with ovarian and pancreatic cancer and either be offered or considered in all patients with colorectal," said Ed Esplin, MD, PhD, FACMG, FACP, clinical geneticist at Invitae. "More importantly, this is a call to all guidelines committees, insurer medical policy makers and the President's Cancer Moonshot Cabinetto make universal genetic testing available to potentially reduce mortality and improve the lives of all patients with cancer."

The collaborative commentary included experts from the Carolina Urologic Research Center, City of Hope, Dana-Farber Cancer Institute, Mayo Clinicand Invitae.

"The PROCLAIM studydemonstratesthe clinical utility of universal germline genetic testing in patients with prostate cancer. Current NCCN guidelines precludesome prostate cancer patients from receiving germline testing, thus depriving these patients of the potential to receive precision-based therapies and specificclinical trial eligibility, whileperpetuating healthcare disparities among historically underrepresented populations. The PROCLAIM data supports universal genetic testing for prostate cancer patients. We should expeditiously eliminate barriers to gene-based precision therapies to optimize patient outcomes and accelerate equitable access to care," said Neal Shore, MD, urologist and medical director, Carolina Urologic Research Center.

Cancer is a leading cause of death worldwide, accounting for nearly 10 million deaths in 2020.

Worldwide, there were an estimated 18.1 million new cases of cancer in 2018, with one in four men and one in five women developing the disease. In addition, there were 43.8 million persons living with cancer in 2018 who were diagnosed within the last five years.

"The INTERCEPT study has shown the prevalence and clinical utility of germline genetic testing is virtually the same across 14 cancer types, even those cancers not traditionally considered hereditary. This data supports universal genetic testing not only for colorectal cancer, but patients with all cancer types, to potentially improve their treatment and future cancer prevention for them and their family members," said Jewel Samadder, MD, enterprise co-leader precision/individualized cancer medicine, Mayo Clinic Comprehensive Cancer Center.

Restrictive guidelines can lead to disparities in cancer care. Offering germline genetic testing to all patients with cancer at diagnosis may help reduce inequities in cancer care by expanding access for all patients to precision therapy or clinical treatment trials.

"The prevalence of pathogenic variants in cancer susceptibility genes for which there are management guidelines is similar among patients with all types of solid tumors, therefore, it does not makes sense that current guidelines only recommend germline genetic testing for all patients with ovarian, pancreatic, and recently, colorectal cancers. This information has the potential to affect the treatment of these individuals' current cancers. In addition, it has the potential to allow for the prevention or early detection of future cancers in both these patients and their family members," said Heather Hampel, MS, CGC, professor, Department of Medical Oncology & Therapeutics Research, City of Hope.

About InvitaeInvitae Corporation (NYSE: NVTA) is a leading medical genetics company, whose mission is to bring comprehensive genetic information into mainstream medicine to improve healthcare for billions of people. Invitae's goal is to aggregate the world's genetic tests into a single service with higher quality, faster turnaround time and lower prices. For more information, visit the company's website at invitae.com.

Safe Harbor StatementThis press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, including statements relating to the potential benefits of universal genetic testing for all patients with cancer; and that restrictive guidelines can lead to disparities in cancer care. Forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially and reported results should not be considered as an indication of future performance. These risks and uncertainties include, but are not limited to: the company's history of losses; the company's ability to compete; the company's failure to manage growth effectively; the company's need to scale its infrastructure in advance of demand for its tests and to increase demand for its tests; the company's ability to use rapidly changing genetic data to interpret test results accurately and consistently; security breaches, loss of data and other disruptions; laws and regulations applicable to the company's business; and the other risks set forth in the company's filings with the Securities and Exchange Commission, including the risks set forth in the company's Quarterly Report on Form 10-Q for the quarter ended June 30, 2022. These forward-looking statements speak only as of the date hereof, and Invitae Corporation disclaims any obligation to update these forward-looking statements.

Contact:Renee Kelley[emailprotected](628) 213-3283

SOURCE Invitae Corporation

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Leading Clinical Experts Across the U.S. Unite to Support Universal Genetic Testing for all Patients with Cancer - PR Newswire

Genetics

New Study Reveals First Genetic Links in ME and Chronic Fatigue Syndrome Paving the Way for New Diagnostics and Drugs – PharmiWeb.com

PrecisionLife Reports 14 Genes Associated with ME/CFS at the M.E. Genetics Research Summit in Edinburgh

OXFORD, UK, September 14, 2022 PrecisionLife, a pioneering techbio company generating the deepest insights into disease biology to create novel precision medicines for chronic diseases, today unveiled the results of its study that provides the first detailed genetic insights into the pathophysiological mechanisms underpinning Myalgic Encephalomyelitis/Chronic Fatigue Syndrome (ME/CFS). This is the first time that replicable genetic findings have been reported in over 30 years of study into the disease, offering new approaches for better diagnosis and treatment of patients.

The results of the ME/CFS study are being presented today at the M.E. Genetics Research Summit organized by ME charity, Action for M.E. and the MRC Human Genetics Unit, University of Edinburgh. The data has also been submitted for peer reviewed publication and is available on the pre-publication site medRxiv, here: https://www.medrxiv.org/content/10.1101/2022.09.09.22279773v1.

The use of a new hypothesis-free combinatorial analytics approach using the PrecisionLife platform enabled the study to identify 14 novel genetic associations with ME/CFS from the UK Biobank cohort. Specifically, the combinatorial analysis revealed 199 SNPs, mapping to these 14 genes, that were significantly associated with 91% of the cases in the ME/CFS population. Many of these genes are involved in highly plausible cellular mechanisms associated with ME/CFS disease including vulnerabilities to stress and infection, mitochondrial dysfunction, sleep disturbance and autoimmune development.

The study also identified similarities with genes that PrecisionLife has found to be associated with multiple sclerosis (MS) and long COVID.

ME/CFS is a debilitating chronic disease affecting around 17 million people worldwide, which presents with diverse symptoms including post-exertional malaise, chronic pain, and cognitive impairment. There are currently no approved disease modifying therapies for ME/CFS, and patients are managed via prescription of drugs and other therapies for symptomatic relief, including pain relief, anti-depressants, and cognitive behavioural therapy.

Sonya Chowdhury, Chief Executive, Action for M.E., said: For too long, people with ME/CFS have struggled to get their condition diagnosed, understood, and acknowledged. These are exciting findings from PrecisionLife that may be used to develop diagnostic biomarkers and discover novel drug targets and precision repositioning opportunities in the future. If successful, these could be used to create the first therapeutic options for this debilitating disease.

Dr Steve Gardner, CEO, PrecisionLife, added: These groundbreaking results provide new hope of developing effective precision medicines for people living with ME/CFS around the world. It is further validation for our unique approach to the analysis of complex disease biology. PrecisionLife now has this unprecedented level of insight across over 40 diseases that we have so far studied, which creates wonderful opportunities for us and our partners to bring novel solutions for patients with unmet medical needs.

MS and ME/CFS patients share a number of similar symptoms and there is increasing evidence that many long COVID patients also share similar symptoms. It is also believed that some patients may be developing ME/CFS symptoms as a direct result of having a COVID-19 infection.

PrecisionLife is in the process of analyzing long COVID-19 and MS populations to identify shared genes and biological mechanisms underpinning ME/CFS, MS and long COVID-19 development. Establishing the similarities and differences between them in more detail is likely to have profound implications for patients and the development of novel diagnostic and therapeutic tools.

Preliminary findings from the PrecisionLife long COVID analysis have indicated that three of the genes identified its ME/CFS study are also significant in the long COVID patient group. These will be subject of further validation in a new publication later this year.

Next, PrecisionLife aims to replicate and extend the results of this UK Biobank study with combinatorial analysis of the DecodeME study, the largest genetic ME/CFS study, with over 20,000 participants. This is likely to allow further insights into the different subgroups and targets involved with the disease.

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New Study Reveals First Genetic Links in ME and Chronic Fatigue Syndrome Paving the Way for New Diagnostics and Drugs - PharmiWeb.com

Anatomy

Anatomy of a Goal: Cucho Hernandez heads home his ninth goal of the season – Massive Report

Welcome to the Anatomy of a Goal, where each week we dissect one goal (or near goal) from a previous Columbus Crew match. For match 30 of the 2022 MLS season, we look at Cucho Hernandezs 41st minute goal that evened the match during the Crews 2-1 loss at Inter Miami on Tuesday.

Heres a look at the goal from Columbuss striker.

The Black & Gold trekked down to Ft. Lauderdale following a strong showing in Montreal that was upended by a late-game collapse following a Luis Diaz red card. Facing off against Inter Miami without Diaz, and with points crucial to retaining a spot in the MLS Cup playoffs, Kevin Molino stepped into the starting lineup, giving Columbus another creative option in the attack.

Hernandezs goal begins with a long Miami switch of fields that is misplayed. The ball bounces high into the air as left back Will Sands and winger Derrick Etienne Jr. battle for possession.

Etienne wins the ball and sets off toward midfield.

Under defensive pressure, Etienne turns the ball back toward the Columbus goal and surveys the field.

Etienne buys himself some time and space and has four options. He can play a quick pass forward to Hernandez, carry the ball forward, try a square pass to Molino or hit a diagonal drop to Darlington Nagbe.

The winger moves the attack forward and plays a quick pass toward Hernandez.

Molino and right back Steven Moreira take off on the attack while Hernandez lets the ball run across his body and out in front of him.

As the ball moves forward, Hernandez shifts his position to shield the ball from the Inter Miami defender and can either play a long pass forward to midfielder Lucas Zelarayan, carry the ball forward, play a touch pass to Molino or hit a long diagonal pass into the path of Moreira.

Hernandez spots Moreiras run and hits a ball into the space in front of the right back.

Moreira receives the ball and immediately has three options. He can continue forward toward the Miami goal, try a tough pass back to Hernandez or play a drop back to Molino.

Moreira touches the ball back to Molino and sets off down the field.

Molino receives the ball with yards of space to operate. He carries forward as the Black & Gold attack develops.

Molino approaches Ari Lassiter and must decide whether to. He can send the ball back to Moreira, take Lassiter off the dribble or play a square pass to Hernandez.

Molino slows down and then uses a quick burst of speed to easily carry the ball around Lassiter.

Just in front of Miamis defensive block, Molino has another decision to make. He can play a through pass forward to Moreira, attempt to carry the ball into the Inter goal box or play a difficult pass through the defense toward Hernandez.

Molino hits a perfectly-timed pass in front of Moreira, allowing the right back to stay onside.

Moreira sprints toward the ball as the Crew attackers make runs into the goal box. Zelarayan makes a run toward the back of the penalty box, Hernandez dashes toward the penalty spot and Molino continues toward the goal.

Moreira approaches the ball and must decide between four options for his first touch. He can take a touch around defender Christopher McVey toward the goal, play a long pass across the 18-yard box to Zelarayan, try a cross toward Hernandez near the penalty spot or play a short pass on the ground toward Molino.

Columbus right back spots Hernandez and tees up a cross for his eighth assist of the season.

Moreiras cross loops toward the penalty spot as Aime Mabika and Hernandez try to time the balls trajectory.

Mabika and Hernandez both jump for the ball...

...but Mabika is unable to reach it as Hernandez tees up a headed chance at goal.

Hernandez takes an open header toward Drake Callenders goal.

As he has done a few times this season, Hernandez heads the ball down into the ground, looking to use the bounce to make a save more difficult for Callender.

The ball takes a bounce and continues toward the goal, leaving Callender to watch as the ball bounds past him...

...into the back of the net.

Findings:

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Anatomy of a Goal: Cucho Hernandez heads home his ninth goal of the season - Massive Report

Anatomy

Yes, "Grey’s Anatomy" Is Already Up To Season 19, And Here’s Everything We Know About The New Season – BuzzFeed

Here we are once again, heading into a new season of Grey's Anatomy. Against all odds, we've made it to Season 19 so here's everything you should know heading into the new season. 1. Ellen Pompeo will only be in eight episodes. 2. But don't worry, she's not fully leaving the show Ellen will still narrate all the episodes and serve as an executive producer. 3. As a result, it looks like Dr. Nick Marsh won't be in the show as much either. 4. But everyone's fave, Addison Montgomery, will be back in a significant way. 5. Meredith is hard at work trying to reboot the residency program after it was shut down in last season's finale. View this video on YouTube ABC / Via youtube.com

Based on the first-look trailer, Meredith has recruited five new interns who otherwise wouldn't be offered jobs, and given them a second chance.

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Yes, "Grey's Anatomy" Is Already Up To Season 19, And Here's Everything We Know About The New Season - BuzzFeed

Anatomy

Anatomy Of An Ad: How Woolmark Made Its Bold Ad Showing People Covered In Crude Oil – The Drum

Earlier this month, fashion brand The Woolmark Company made a stance on synthetic clothing with a dramatic campaign that featured people trying to escape a swimming pool filled with murky crude oil.

The brief was founded on the statistic that every 25 minutes, an Olympic-size swimming pools worth of crude oil is used in the production of polyester garments. It wanted to make that shocking stat known to shoppers worldwide.

Initially Woolmark approached film directors Sil van der Woerd and Jorik Dozy, from production company Park Village, who worked on the Wasteminster campaign from Greenpeace last year. That campaign stood out as it talked sensibly and factually about environmental issues, says van der Woerd, and thats what Woolmark wanted to achieve.

With Wasteminster we visualized big data, something that hadnt been seen before, he adds. Its kind of funny how we did that in this campaign as well, albeit in a very different format, but it brought something to light that wasnt seen before an urgent, almost invisible, issue.

The brand also drafted in ad agency 20Something. The original pitch was a strategic one, recalls co-founder Will Thacker. How can we position Woolmark in the sustainability category?

According to Thacker, it was like awakening a sleeping beast because the idea of plastics being bad for the environment is well documented, yet when it comes to clothes, the repercussions are still often overlooked. The brief was to bring the stat to life but also demonstrate the benefits of wool as well, not for it to be just a negative campaign.

With any kind of data, the key is to get as many people to understand it as simplistically as possible. You need to put it in a really simple format, says Adam Booth, managing partner at Park Village. Its the size of a swimming pool imagine that times however many.

Having both directors engaged from day one was pivotal to the success of the campaign, which took around six months from pitch to completion. It goes towards informing the final product in a positive way, adds Booth, instead of the directors being parachuted in at the last minute to shoot something that they dont necessarily understand.

To amplify the film further, a striking 3D billboard ad at Piccadilly Circus, London, and Times Square, New York, has intrigued locals. It was made in-house by Samuel Guillotel, who will be heading up the agencys new division thats devoted to all things 3D. It was really important that it turned up in the real world, comments Thacker. The outdoor sites shout and have a big impact. The photographic static aspects are going to surround those cities at Fashion Week and it will shout to that audience.

Launching during New York fashion week is a bold move. What do they want the eventgoers to take away? I hope it raises consciousness about what we wear, where it comes from and how polluting it is. Thats the first big step what is actually on our bodies? says van der Woerd.

Getting people to think about what they wear and the impact that has is key. Hopefully it wakes people up to the fact that theyre wearing oil in that sense, adds Jorik.

Anamorphic billboards are certainly the hot advertising trend of the moment theyre bold and in your face but measuring the success of them can be tricky. Thacker hopes that the project has some sort of social currency and that it will start conversations down the pub, firstly with the film but then the hard facts to back it up.

Of course, when any big brand touts its green credentials it is open to greenwashing criticism. From van der Woerds experience, it can be tricky to navigate as there are no guidelines and no books, but he notes that asking the basic questions at the beginning helps: what is it the brand is trying to sell, and how are products produced?

Woolmark itself is probably not squeaky clean in all things green, but the material itself is from nature and can be put back into nature, concludes Thacker.

I think its worthwhile fighting that corner.

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Anatomy Of An Ad: How Woolmark Made Its Bold Ad Showing People Covered In Crude Oil - The Drum

Anatomy

Ice cool temperament and a beautifully smooth serve the anatomy of Roger Federer – The Times

At the beginning of his career, Federers attitude was not good. His temperament often got the better of him. Then he made a conscious change to look ice cool, to appear in control. The hunger to stay at the top requires a special mentality and he was there for many years. Im sure he got nervous but he was able to deal with the pressure. He also accepted that he had to make changes to his game, even when he was at No 1.

Federer came to Glasgow to play Andy Murray in 2017, and I sat next to his coach, Ivan Ljubicic. He played a couple of early forehands perfectly down the line. Ivan said: Its incredible how quickly he sees an opportunity. I

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Ice cool temperament and a beautifully smooth serve the anatomy of Roger Federer - The Times