Active Attention Involves Deliberate Decision-Making

According to Roxana Nicolescu, VP, Brand Marketing & Social Media (Global), Wego.com, attention is not necessarily disappearing; it is becoming more fragmented, selective and rapidly reallocated between feeds, creators, searches, messages and cultural moments.

What starts as a quick regional fix or a departmental workaround rarely stays small — and by the time leaders notice, it's already a liability hiding in plain sight.

Droga5 São Paulo's Diego Limberti and Black Madre Studio's André Maciel explain why brand recall and emotional loyalty is built through authentic design, strong brand identity, and meaning rather than rewards.

As footfall drops and delivery consolidates around fewer, more reliable restaurants, UAE F&B brands built for destination dining are missing the habitual, convenience-driven customers who are actually ordering right now.

According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, the question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.

Generative AI has made campaign planning dramatically faster, but advertising success is still determined by execution. The next competitive advantage will come from AI that can operate campaigns, not simply recommend them.

Today’s car buyer in the UK is increasingly self‑educated via specs, reviews and finance calculators before engaging a dealer. Autotrader’s Ian Plummer explains why high‑intent signals and horizontal discovery now matter more than raw lead volume.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

Most organisations begin with reputational and regulatory concerns, because those risks are easier to quantify. However, mature organisations eventually understand that ethical AI starts with protecting people, says Alexander Merkushev, Head of AI Projects at Yango Tech.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.