The medium is the message. A well-known phrase in this industry, but how do you quantify how much that is true?

Richard Kirk, joint chief strategy officer at EssenceMediacom, sat down with Ella Sagar to unpack what this means in practice through new research into "signal strength," which Kirk explained "is very likely to be an enduring thing that does not change much."

Kirk also debunked some misconceptions about the correlation between time spent and actual cost of media with how special or trusted consumers perceive a media channel to be.

Read Kirk's corresponding Strategy Leaders column: How to map media quality for physical and mental measures

Highlights

01:04: What can we learn from God's agency brief?

04:40: Signal strength and peacocks

08:55: Four big findings

13:09: Young people much more open to suggestion of advertising

16:39: Two key ingredients for signal strength

18:51: Communicating signal strength and outcomes to clients

20:19: How to use signal strength in planning

31:38: EssenceMediacom's eight "out there" 2024 predictions

35:25: Why are you passionate about media?

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