In this episode, host Ben Norman is joined by Kate Waters, Director of Client Strategy & Planning at ITV and a leading voice on the effectiveness of TV advertising.

Kate has spent over 20 years at ITV and works with many of the UK’s biggest advertisers, helping them understand how to get the most out of TV in an increasingly complex media landscape.

She is widely recognised for her work championing the power of TV effectiveness, her contributions to industry thinking on attention, emotion, and profit, and for helping brands translate evidence from bodies like the IPA into practical marketing decisions.

Despite being one of the busiest people in advertising, Kate is also involved with both