MIKE FOLLETT
LATEST ARTICLES
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.
02 Oct 2024
So we recently found that it's the sum, not the parts, that drives results when it comes to attention. But what about frequency? Andrew Ehrenberg, Erik du Plessis and toddlers all teach us something here.
19 Sep 2024
Aggregate attention time matters. It's astonishing that some in our industry still don't take attention time seriously.
Marketing academics may be disputing the TV buyer's rule of three concept, but they have much to learn from each other.
30 Aug 2023
Human attention is rich, complex, and multifaceted, and anyone who says otherwise isn't a fundamentalist.
03 Jul 2023
Greater clarity of attention metrics, be it through self-regulation or industry investigation, will unlock more creative thinking.
24 May 2023
Mike Follett reflects on what the new book from the foremost thinker on the Attention Economy can teach us about advertising – and life.
14 Mar 2023
Route Research’s new OOH currency points the way for all other media to follow.
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