Over recent weeks, marketing effectiveness’ big beasts have clashed over the importance of consumer attention in brand building. Byron Sharp’s purist approach maintains the primacy of reach above all, ...

Mail enables brands to respond to changing consumer dynamics and the challenge of attention scarcity. The average Door Drop is viewed for 46 seconds, more than three times as long as the average 30” ...

But as countries continue to struggle with water scarcity, Guli knew she needed ... “I do crazy and ridiculous things to bring attention to the water crisis,” Guli, 47, tells PEOPLE.