Show me a space that is fragmented, without standards and opaque and I’ll show you one that is full of hypothesis, myths, he said/she said, heated debates and significant investment returns driven by value shifting at the expense of someone else versus value creation where everyone benefits! Say hello to cryptocurrency, NFTs, and yes…media!

It makes media interesting because there are hundreds of hypothesis and myths every week. It also makes it a good challenge because it tests one’s discipline >> Do I care enough to know not just what is happening this second but what it means for him/her over the year? do I care enough about why a consumer chose to do what they did? do I care enough to be open minded that the definition of media effectiveness success is what determines that action matters? do I care enough to make something that is opaque and full of myths into something that is clearer and rooted on truths? I do….that’s why media is interesting.