With many of you not even making it to the end of this description, what chance do our ads have? Despite all the switching, skipping and multitasking, Rachel discovers that brands like Lynx and Dettol have found ways to overcome this ad-ttention deficit. Hear how they harness the power of context, with messages that not only reach their audience but move them too. Oh, and if you’ve made it this far, hopefully, you’ll be moved to hit ‘play’. Welcome to Rethink, a podcast by Think with Google.  Today's episode is all about attention. Something that's even harder to grab when we're scrolling through socials, binge-watching the latest shows, looking up YouTube videos or swiping right on a few potentials. We can be waist-deep in distractions without even leaving the couch, so how do you not only get people's attention but keep it?  Today's challenge is about grabbing the attention of the right customers... "It's been a tough few months for my client, so naturally they're super focussed on maximising reach with their next campaign - but reach doesn't always equal impact. How can I convince them that what they really need right now is to grab the attention of the right customers to get that impact?" To help us answer this we chat to some of the people behind the very successful Lynx Australia campaign, Unilever's Brand Manager, Kate Westgate, and Jamie Crick, Head of Distribution and Analysis at Emotive. RB Health's Marketing Director, Henry Turgoose takes us on the marketing journey Dettol found themselves on when the whole world was looking for Dettol products and coming up short. And Stuart Pike, Head of Google's Consumer and Market Insights team for Asia-Pacific takes us through some of the data on where customers have the highest attention score.  Want inspiration on how to capture your customers attention? Check out this episode... FURTHER READING For some more information on finding and keeping your customers attention check out the latest from Think with Google... What drives attention? Exploring the new front line of ad effectiveness How behaviours influence our attention with Rachael Powell (Google) and Mark Henning (Kantar) How Lynx embraced authenticity to inspire a hard-to-reach Aussie audience on YouTube For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.