Mike Follett reflects on what the new book from the foremost thinker on the Attention Economy can teach us about advertising – and life.
Mike Follett
Mike Follett is Managing Director of Lumen. Mike started his career as a planner at BMP DDB, before moving to New York to head up Tribal DDB’s strategy unit, and then to Mumbai to be Group Head of Planning for DDB India. In 2011, he moved back to Britain to be strategy director on Tesco for The Red Brick Road. He started Lumen in 2013.
Mike read History at Oxford and received his MBA from Imperial College, London.
LATEST ARTICLES
Route Research’s new OOH currency points the way for all other media to follow.
Sainsbury’s pips Asda, Boots and Aldi to be top of the Christmas tree according to TVision’s UK-based Attention Panel.
Data from Lumen and TVision’s attention panel reveal how much people’s eyeballs have been as glued to World Cup ads as they have been to World Cup matches.
For the first time, we now have a common currency of attention across — and within — all the major media that allows for true like-for-like comparison.
Our understanding of attention can be transformed and improved when describing the concept in other languages.
Lumen Research’s Mike Follett explains attention is not trying to “sucker” anyone and advocates for a growth mindset.
We have become used to talking about an ‘attention economy’, but perhaps we should think more of the ecology of attention.
Attention science tells us that attention is for selection for action: it’s about keeping us alive, writes Mike Follett.
When agencies negotiate a ‘cost-per-thousand’ with publishers, we should ask ‘cost per thousand what?’