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  • Start Time:
    03:00PM
  • End Time:
    03:30PM
  • Day:
    Day 2

Talk:

In today’s $627 billion media world, the McNamara Fallacy serves as a stark reminder: measuring the wrong things can lead you away from true success. The challenge today transcends mere reach; it demands captivating the ever-elusive attention of consumers bombarded by ads. As the deluge of advertising intensifies, audiences have become adept at filtering out the noise, making once-effective strategies increasingly irrelevant. Viewability is no longer the marker of success; creating memorable, impactful interactions is key.

This session ventures beyond traditional metrics to address the critical shortcomings of current media measurement. We confront the reality that conventional metrics often miss the mark on capturing the essence of effective engagement: lasting attention.

This panel will discuss the strategies necessary to navigate the noise and anchor your brand in the minds of your audience. Join Alex Cheeseman, Head of Enterprise NE, (Outbrain), Peter Grant, Head of Media Effectiveness (Boots) and Emily Westworth, Senior Media Manager (Samsung) to explore how moving beyond the McNamara Fallacy, with sophisticated attention strategies, can transform your media into a beacon of unforgettable impact.

Associated Speakers:

Emily Westworth

Media Effectiveness Lead

Samsung UK

Associated Talks:

03:00PM - Day 2

View Panel: Unforgettable Impact: How overcoming the McNamara Fallacy will unlock your media budget’s true potential

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Peter Grant

Head of Media Effectiveness

Boots UK

Associated Talks:

03:00PM - Day 2

View Panel: Unforgettable Impact: How overcoming the McNamara Fallacy will unlock your media budget’s true potential

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Alex Cheeseman

Head of Enterprise Brands Northern Europe

Outbrain

Associated Talks:

03:00PM - Day 2

View Panel: Unforgettable Impact: How overcoming the McNamara Fallacy will unlock your media budget’s true potential

View Full Info

Seb Bardin

Shopper Experience Marketing Director

The Coca-Cola Company

Associated Talks:

03:00PM - Day 2

View Panel: Unforgettable Impact: How overcoming the McNamara Fallacy will unlock your media budget’s true potential

View Full Info