Signalling Success 2: More proof that the media is the message

Rich Kirk

Research by EssenceMediacom into the role of signalling in media effectiveness.

At the height of his footballing powers, Thierry Henry fronted a Renault Clio campaign in which he demonstrated not just his own brand of effortless cool, but also that he innately understood media planning.

“This chilli,” said Thierry, holding a small red fruit, “has more ‘ooooooo yes’ than this one,” as he proffered a larger, but duller chilli. “Weird non?”

In that moment he succinctly captured a problem media planners battle with on every plan.

We know not all channels are equal. One point of reach in the cinema has more value than one point of reach via social in-feed...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands