Attention Forum
Snapshot Series

Chapter 9

Sustainable, Ethical, and Profitable Attention Use

Authored by:
Kris Doerfler
Director of Innovation and Regenerative Media Lead
CMI Media Group

Anna McAlister
Director of Curriculum and Assessment
Institute for Advertising Ethics

Annegret Schmucker
Global Data & Analytics Strategy Lead
Mercedes – Benz

Thomas Mercier
Marketing Co-Chair
Institute for Advertising Ethics

Previous Chapters (1 - 8)

  • Chapter 1 | An Attention Journey

    Author:
    Emily Weihaupt
    Communications Insights Manager, North America , Nestlé Purina

    Read now

  • Chapter 2 | The Science of Attention

    Authors:
    Kenan Buhic
    IT Project Manager, Arkwright Digital

    Duncan Southgate
    Senior Director of Creative and Media Solutions - Insights Division
    Kantar

    read now

  • Chapter 3 | Delivering Unique Consumer & Market Insight

    Author:
    Izzy Pugh
    Visual Anthropologist, G=mc2

    Read now

  • Chapter 4 | Assembling an ‘Attention Stack’

    Authors:

    Helen Wolf
    Global Director, Insights & Analytics, Colgate-Palmolive

    Ethan Rapp
    Principle, Ethan Rapp Consulting

    Read now

  • Chapter 5 | Delivering Competitive Advantage in Creative

    Authors:

    Siim Säinas
    Social Measurement & Insights Manager APAC
    Google

    Johanna Welch
    Global Mars Horizon Comms Lab Senior Manager
    Mars

    Read now

  • Chapter 6 | Delivering Competitive Advantage in Media

    Authors:

    Filip Pujic
    Team Leader Digital Marketing
    Audi Switzerland

    Stefanie Hartstern
    Global Data & Analytics Director
    EssenceMediacom

    Read now

  • Chapter 7 | Synthetic Attention for Creative and Media

    Authors:
    Karl Sjulsen
    Director of Product & Client Success, Adelaide

    Johanna Welch
    Global Mars Horizon Comms Labs, Associate Director, Mars

    Read now

  • Chapter 8 | Turning 'Attention Hype' into Impact, at Scale

    Author:
    Phil Jackson
    Global Digital Marketing Effectiveness Innovation Director, Haleon

    Read Now

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Series Editors

Max Kalehoff

VP Marketing, Growth
Realeyes

Global Digital Marketing Effectiveness Innovation Director
Haleon

Phil Jackson

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