The first step for any brand campaign is getting consumers' attention. Eyeballs alone don't cut it, views are not enough and ads need to make a real impact to have a measurable effect.  But with so much noise out there, how can brands identify the best way to get their business seen?  We’ll be picking apart what attention really means by looking at different types of campaign – from shock marketing to long-term strategic brand-building - the measurable effects of these, and why marketers need to make room for both.  Joining us to help make sense of it all are two heavyweights from the UK marketing world - Rory McEntee, brand and marketing director at challenger brand Gymbox (famed for its trouble-making marketing) and Dom Boyd, managing director at Kantar UK Insights.  The pair share their take on the importance of grabbing the right kind of attention and how to ensure that a campaign makes that all-important leap from impact to engagement.