The good news: brands have never had more ways to connect with potential customers.

The bad news: it’s harder than ever to actually cut-through.

The really bad news: most earned measurement makes it almost impossible to know if your brand is even being noticed.

Brands are wasting money every day on communications that are at best forgotten, and at worst totally ignored - but chances are that most evaluations and case studies don’t tell this story because brands aren’t asking the right questions, and agencies aren’t looking at the right signals.

In this session, Alex Clough, Group Creative Strategy Director at Splendid, will explore why brands need to be measuring in a people-first cultural context, not a self-serving communications context – and some simple steps marketers can take to learn more about how people are really connecting with their brands.