Mike Follett, CEO of Lumen Research, joins the IPA Making Sense Podcast to explore the power of attention as a metric, how it varies across media and what this means in practice for planners and strategists.

The Effectiveness Files: HIVED

The IPA is the professional body for advertising, media and marketing communications agencies in the UK. We represent over 300 agencies, which are responsible for 85% of UK advertising and communication spend.&nbsp;Our shows, AdTalk with Paul Bainsfair, The Effectiveness Files with Laurence Green, Making Sense, New Business Diaries, and IPA On... Talent Matters break down the big issues facing the advertising and communications business.