In the second of Mi3’s three-part series, execs from Volvo, KPMG, AANA and Brand Traction traverse the critical thinking and developments in the consumer attention economy and divergent analysis on how each media channel delivers attention, the rise of ESOV (Excess Share Of Voice) and the growth potential from media investment that indexes above a brand's product marketshare. In the third and final episode we wrap-up the collective thinking on consumer messaging and creative and the false economy and science of driving efficiency over effectiveness.

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