How do you get people to concentrate on one thing for more than a minute?
This tough problem has been faced by most marketers over the years.
Classic research from Robert Heath suggests that "most advertising is processed at very low attention levels, using low involvement processing". But, on the other hand, active engagement remains an important success metric for many ad campaigns. And engagement is essential for marketers who go beyond the campaign and aim to introduce new branded products, services and experiences.
Senior marketers offered their attempts to crack the brief at Thinking Around Corners, an event organised by the Account Planning Group (APG) and held in London in July 2017. The panel was made up of two planners – Nick Hirst, head of planning at adam&eveDDB and Revolt co-founder Alex Lewis – and one ex-planner turned futurist, The Future Laboratory's Tracey Follows.