At Cannes in 2022, Peter, Karen and Orlando described in 'Triple Jeopardy' the three dangers facing marketers today: 1) the prioritisation of performance advertising in marketing budgets 2) the prioritisation of low-attention media and 3) a shift in advertising style towards ads that don't build brands. In 2023, together with Rob Brittain, in partnership with The Advertising Council Australia and referencing the ACA’s effectiveness database, they reveal how prioritising high-attention media achieves greater mental availability and business effects, but also how the creative itself – along with ESOV – is a critical driver of impact. They will show how investment in high-attention media, at the right levels, using strong creative, offers advertisers a triple opportunity for growth. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness.