The Importance of Creative in Attention

I think that it's actually been interesting this year that creative and the importance or the role of creative within attention seems to be being explored a little bit. So we're starting to kind of carve out and work out where creative sits in the whole attention thing. It feels like attention's moving from the sort of rarefied academic pursuit to something that's actually much more happening. And it's happening in the industry in a much more active way. Yeah. There was probably consciousness that they were in Canon and they wanted to sort of address this kind of topic. Orlando word at system one obviously was bringing a lot of the research that he's done, the looks at the importance of broad beam