The craft of advertising faces a crisis. And without the craft the business per se is in trouble, adrift in a sea of creative and media sameness without verifiable, solid data to cling on to.

During a video interview with Havas Global’s Managing Director Jon Waite (soon to be released as an asiCast, watch this space) Jon referenced an event he had been at during which a poll of the audience revealed that 79% were familiar with attention metrics. When members of the audience were asked how many adopted an ‘always on’ approach when it came to using these data the number dropped to 1. Not even 1%, just 1.