Richard Kirk, Chief Strategy Officer at EssenceMediacom UK and an expert in media planning, joins the discussion. He reveals that brands are overspending on social media, advising a significant budget shift towards TV. Kirk emphasizes the delayed impact of advertising, suggesting that 60% of effectiveness is felt after three months. The conversation also covers the resurgence of TV-style advertising and the move of streaming platforms to ad-supported models, showcasing lessons from the UK's marketing effectiveness culture.