So we recently found that it’s the sum, not the parts, that drives results when it comes to attention. But what about frequency? Andrew Ehrenberg, Erik du Plessis and toddlers all teach us something here.
Mike Follett
Mike Follett is Managing Director of Lumen. Mike started his career as a planner at BMP DDB, before moving to New York to head up Tribal DDB’s strategy unit, and then to Mumbai to be Group Head of Planning for DDB India. In 2011, he moved back to Britain to be strategy director on Tesco for The Red Brick Road. He started Lumen in 2013.
Mike read History at Oxford and received his MBA from Imperial College, London.
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Aggregate attention time matters. It’s astonishing that some in our industry still don’t take attention time seriously.
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For the first time, we now have a common currency of attention across — and within — all the major media that allows for true like-for-like comparison.