Join Jane Christian, Managing Director of Analytics & Insight at EssenceMediacom UK, Rich Kirk, Chief Strategy Officer at EssenceMediacom UK, and Nic Pietersma, Group Director at Ebiquity, as they dive into the latest findings of the 'Profit Ability 2' study. They discuss how recent global challenges have reshaped marketing effectiveness and the importance of rigorous data analysis in assessing advertising ROI. The trio highlights the significance of balancing short-term and long-term strategies while exploring the surprising effectiveness of traditional media channels in driving profitability.