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…

Some media trends, just like fashion crazes, could be rad today and cheugy tomorrow. Corduroy offers us some learnings about staying in style when it comes to strategy. 

How a legend from antiquity could change the narrative and help safeguard the financial future of the established media sectors.

In an increasingly fragmented media landscape, reach and frequency is the foundation that helps navigate this complexity and ensures brand growth, writes AudienceProject’s UK commercial director.

As part of the deal, the media-agency group will gain the Institute’s latest research ahead of the rest of the industry.