Welcome to Don’t Do Dull Down Under, an exclusive session designed to challenge the industry’s obsession with efficiency and refocus attention on what truly drives growth led by Guy Burbidge, Managing Director at Val Morgan Cinema. Hear Dr Karen Nelson-Field present a must-see review of the Cost of Dull Down Under research, revealing what low-attention media is really costing brands. Then, Hannah Rook – Head of Intelligence and Insights, Omnicom Media , will present a direct follow-up to Karen’s research in Beyond Efficiency: Planning for Human Effectiveness, featuring client examples to showcase that “served” is not the same as “seen”, and why planning to attention is so important in human-centric communication media strategy.