The Australian Retirement Trust Blue Monster won the awards, won the attention, and got a whole category talking. So we asked the question nobody in the room wanted to: did any of it actually move members?

In this episode we break down the attention trap, why winning
attention is not the same as winning the customer.

This Episodes Guest:
Peter Pynta, a 28 year veteran of the media, advertising and research world. Peter has built consumer research and media insight units inside News Corporation, Nielsen, the Ten Network
and the Nine Network, and is a recipient of the Advertising Research Foundation's Great Mind Award. His work focuses on the question at the heart of this episode: how advertising actually
works, and how to make it more effective.

01:29: Intro

01:30: Adtopsy: Does the Australian Retirement Trust Blue Monster campaign prove that attention leads to member growth?

34:26 Brand Wars: Does VB or Heineken do a better job of converting attention into brand memory?

52:02 Breaking down the Heineken Ad, Cheers to all fans and reviewing the audience retention graph

01:13:00 Outro

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