dentsu's Brand Reset project, conducted in partnership with Lumen Research and Kantar, has for the first time measured the relationship between attention to advertising and both long term and short term memory formation. Ewa Zawol (dentsu) and Mike Follett (Lumen) will present the topline findings from the study before discussing the implications of the research for the industry with Bram Meuleman (dentsu) and Les Binet.