MIKE FOLLETT
LATEST ARTICLES
Instead of counting the number of discrete ads served to a consumer, we should instead measure the cumulative attention they give to a campaign.
17 Sep 2026
Lumen's Mike Follett shares insights from its recent research with Global Street Art on how strong creative can earn more attention.
09 Sep 2026
Lumen's Mike Follett takes a first look at the IPA's Making Sense 8 and reveals behavioural shifts in the data.
27 Jul 2026
Mail Metro Media deserves credit for shifting its mindset from how much revenue can be extracted from today's web page to how valuable tomorrow's page could become, writes Lumen's Mike Follett
08 Jul 2026
The most difficult task for any planner is buying precisely enough attention to achieve the desired result - and not a second more. Lumen's Mike Follett explores the objective of 'enough'.
29 May 2026
Pope Leo’s first encyclical is focused on the impact of AI. Lumen's Mike Follett discusses three implications for ad tech.
10 Apr 2026
Following the launch of dentsu's Brand Reset project, Lumen's Mike Follett asks why short-termism persists and looks at how the agency is embedding long-term thinking into its planning.
04 Nov 2025
Lumen's Mike Follett responds to feedback on his provocative comment that planners "do your fucking jobs", lest they risk replacement by AI tools.
16 May 2025
With 170m viewers up for grabs, the real winners of Eurovision are brands that capture attention across the digital touchpoints that the TV audience is highly engaged in.
01 Nov 2024
The latest research from Ebiquity and Lumen has shown that, on a basic level, we can probably use attention to predict profit. But it has also revealed something important about human desire.
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