For two decades, marketing communications was a simple game, decided by a strict hierarchy: the highest quality and quantity of TV advertising won. Whilst some try to re-order that hierarchy around new channels and tactics, today’s effectiveness is not about where to find audiences, but what to do when they are no longer captive — when our work lives in the jungle, not the zoo.

This talk sets out why captivity was always the mechanism behind the effectiveness of advertising in years past, and shares new insights about what brands must do differently in a world where disordered and and distracted media consumption is now the norm.