Both the 60/40 and 95/5 rules appear to share a family resemblance, but they couldn’t be more different. Marketers and media planners should engage with both rather than choose either one as ‘better’.

You cannot champion the need for reach at all costs and ignore the importance of attention metrics, writes Havas Media Group’s Jon Waite.

Professor Byron Sharp might be less prone to talking twaddle if he were to conduct some qualitative research.

Byron Sharp isn’t “smashing” attention metrics. He’s urging marketers to stop misusing them.

Since the creation of the sales funnel, marketers and agencies have focused on consideration. But how do we understand it and measure changes? Get your Byron Sharp off the shelf and find out.   

Ben Martin, communications planner, Telegraph Media Group, on why those listening to Byron Sharp might just be a little like Brad Pitt…

Reach is the prerequisite. Creative is the multiplier, writes the CEO of Audience Project.

Nick Manning takes issue with Nick Clegg’s views on the web, and explains four ways that agencies can help drive change.

There is a risk that the automated, AI-led black-box systems touted by holding companies and platforms would be no more successful than their predecessors. I propose an alternative.

Media planning needs to focus on memorability and how media, targeting and creative work together to make brands memorable. Here’s how to hack the memory code.