Getting people to concentrate on your brand: Tips from the APG

Joseph Clift

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

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...

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