In this Media Weekly we have the second part of our conversation with James Hurman. We discuss the state of marketing effectiveness, James gives us his definition of a brand, and we talk about the crucial role of the briefing process in driving marketing outcomes. Plus we talk new TikTok formats, vegetarian vampires and why Netflix is reporting viewing data via BARB. It's another non-stop Media Week. Enjoy the episode and remember to share your comments and thoughts at maketheleap@phdmedia.com. A big thank you one again to James for joining us on the media weekly podcast. To buy James' book Future Demand head to www.previously.co, hit up Amazon to buy the ebook by searching for Future Demand, or alternatively the audio book is available for free as an audio book wherever you get your podcasts.