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How Reckitt uses attention to elevate their campaigns from playback to payback
Published 1 year, 8 months ago
Description
In this podcast Duncan Southgate, Senior Director of Global Creative at Kantar, talks to Chris Lindsley, Global Insights and Analytics Director at Reckitt Benckiser, about the role of attention in the creative development process.
Hear about Reckitt’s communication strategy and the importance of having clear objectives to drive consumer actions. Chris also shares his approach to different attention metrics, the value of facial coding in capturing attention and emotional response, as well as the challenges for marketers going beyond behavioural metrics to identify effective attention.
Related content: Attention beyond views for creative effectiveness
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