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Mike Follett, Managing Director, Lumen, responds to Facebook’s Ian Edwards and Harry Davison and argues that the smartest media planners are talking about ‘attention strategies’, utilising different ’shapes of attention’ provided by different media to achieve different aims. Ian Edwards and Harry Davison of Facebook wrote an extremely interesting article, challenging some of the implications of Lumen’s research into the reality of attention to advertising. I don’t agree with everything they said, but I don’t want to spend time rebutting their arguments. The only thing more boring than listening to a report about someone else’s argument is listening to a report about someone else’s dream. Instead, I want to pick up on two really important insights highlighted by Ian and Harry, which I think have major implications for the advertising industry. ....