About the authors Kabir Ahuja and Marc Brodherson are senior partners in McKinsey’s New York office, where Jordan Bank is a consultant, and Jamie Vickers is an associate partner in the London office. Acknowledgments The authors wish to thank Alex Sanford, Andrew Goodman, Anthony Kayruz, Basundhara Bhattacharjee, Beatriz Rivero Anglada, Brian Gregg, Chris Cannizzaro, Clayton O’Toole, Clemens Schwaiger, Donald Takaya, Gabriel Codo, Jeremy Scott, Keenan Weaving, Kelsey Robinson, Krishnanand Mathivanan, Lakshay Nangia, Lia Grigg, Maggie Goloboy, Maiia Khamzina, Matt Portner, Prashob Menon, Ramdoss Seetharaman, Salvador Martínez, Simarjot Bhatia, Tamara Charm, Veronica Retana, and Victória Lei for their contributions to this report. The authors also wish to thank Ali Yurokoglu, professor of economics at Stanford Graduate School of Business, for his valuable input into the research for this report. They also wish to thank McKinsey Global Publishing colleagues Diane Rice, Drew Holzfeind, Erica Grove, Janet Michaud, LaShon Malone, Mary Gayen, Michael Goesele, Nayomi Chibana, Pamela Norton, Ramya DRozario, Richard Johnson, Sarah Thuerk, Sean Conrad, Stephen Landau, and Victor L. Cuevas for their contributions to the production of this report. This report was edited by Daniel Eisenberg, an executive editor in McKinsey’s New York office. 23 The ‘attention equation’: Winning the right battles for consumer attention