On the Meaningful Media Podcast, we explore how trusted, engaging, and influential media can drive change – delivering for brands, people, and the planet.

This philosophy was born out of our landmark Meaningful Brands study – an ongoing research project Havas initiated in 2009 to understand people’s aspirations, guardrails and expectations of brands.

Meaningful Brands is more than an impressive feat of data intelligence and analysis – it creates a shared understanding of consumers that underpins how we help brands become more meaningful and how they can grow.

In today’s episode, we’ll be exploring our latest edition of Meaningful Brands. This year’s research found that a staggering 74% of brands could disappear and consumers would not care, but there are brands that are bucking this trend. They have fierce loyalty and are outperforming the market. To uncover how all organizations can take a page from their playbook and become more meaningful, we’ve converged leaders from our media and creative networks to explore these findings.

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On the Meaningful Media podcast, we know that attention is key to breaking through to consumers in a landscape where content is increasingly fragmented and competition for eyeball and ‘share of ear’ is fierce. Attention has since grown from its relative nascency in the marketing world to being implemented in media planning, buying, and measurement across the industry.

But what is the specific amount of attention needed to achieve a brand’s desired outcomes? New research that Havas Media Network has conducted in partnership with Lumen Research and Brand Metrics has some definitive, and revealing, findings. In this first episode on our series on attention, we welcome back Jon Waite, Global Managing Director of Mx, Havas Media Network London back to the podcast, alongside Tanwa Edu, Chief Strategy Office of Lumen Research to dive deep into these insights and explore what they mean for the future of attention.

Hosted on Acast. See acast.com/privacy for more information.