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. 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, Peita Pacey, Chief Strategy and Behavioural Change Officer at Hearts and Science, will presents 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.