Felipe Tomaz, an Associate Professor of Marketing at the University of Oxford, discusses his extensive research analyzing 1,000 campaigns to prove that not all reach in advertising is equal. He emphasizes the crucial differences between brand distinction and differentiation. Tom Roach from Jellyfish UK joins in to explore the evolving landscape of marketing strategies and the pitfalls of traditional reach metrics. They highlight the importance of audience engagement and the need for a cohesive media strategy to drive campaign effectiveness.