Post by Appinio

When Mark Ritson and Byron Sharp agree on stage, you listen. At Cannes Lions, marketing's most famous rivals shared a stage and, against all odds, found common ground on the industry's biggest driver of growth 🤝 The big consensus? Mental availability matters most. As Ritson generously put it: “If your brand comes to mind in buying situations, if you are mentally available, 70% to 80% of your job has been done.” When the two sharpest minds in marketing agree, it’s a clear signal of where to focus your efforts. Traditional, slow recall surveys often leave brands stranded with data they can't actually use before the market moves. At Appinio, we help brands move past flawed tracking models to get actionable mental availability data that moves the needle. Want to ensure your tracking gets across the line and makes mental availability work for your bottom line? Check out our handy guide to fixing the insights stall. 👇 Read our latest deep-dive guide here: https://okt.to/8VF4qb #CannesLions #MentalAvailability #BrandStrategy #MarketResearch #Appinio