The Investors

The “Think Different” campaign by Apple Inc. honors visionary individuals—the dreamers and early adopters—who defy norms and propel change. Dreamers possess foresight, championing groundbreaking ideas despite skepticism, while early adopters seize opportunities to drive innovation. This chapter recognizes 15 remarkable industry figures for their pivotal role in reshaping the media measurement landscape, sharing their transformative agendas. It comprises simple narratives detailing the journeys of extraordinary individuals, offering practical insights into attention economics. Contributors include leaders from prominent organizations like IAB, OMD, LinkedIn, MOAT, MARS, dentsu, Haleon, Specsavers, and GroupM Nexus. These stories highlight the contributions of individuals who challenged conventions, shaping the category and offering valuable lessons for readers. These are stories from round pegs in square holes that have helped to fuel widespread adoption of attention-led practices among their peers.