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…

Tessa LeGassick argues that OOH has a bigger role to play in Category Entry Point planning, helping brands move beyond reach to show up in real-world moments that drive category demand.

GB News’ Ross Sergeant argues that incrementality, not familiarity, should decide what makes the media planner’s longlist.

The bravest thing in most agencies is an innovative media strategy. But an unorthodox strategy would expose how too much of the client’s money is being wasted on platforms, so it doesn’t happen.

CEPs give brand and performance teams the same commercial target, measurement framework, and moment to act. They are the first credible bridge between the two disciplines.