Rich Kirk, Chief Strategy Officer at EssenceMediacom, joins the IPA Making Sense Podcast to explore how to think about the physics of formats, what signal strength means for modern media planning, and how AI is revolutionising the search landscape.

IPA On... The value of creativity

The IPA is the professional body for advertising, media and marketing communications agencies in the UK. We represent over 300 agencies, which are responsible for 85% of UK advertising and communication spend.&nbsp;Our shows, AdTalk with Paul Bainsfair, The Effectiveness Files with Laurence Green, Making Sense, New Business Diaries, and IPA On... Talent Matters break down the big issues facing the advertising and communications business.