Attention is everything

One morning I was walking along as I do every single day, headphones listening to a podcast. And then I heard something that made me stop in my tracks.

85% of ads sit below the attention threshold.

This means that most marketing material put out by brands fails to actually capture the attention of people.

This means that brands are failing to build memory structures with brands that increase mental availability- which is ultimately the holy grail and will dictate if the brand comes to mind when the need arises and it’s time to buy.

Excuse my language but faaaarrrrkkk.

This is a big problem.

It means that brands are pouring money away and it is not moving the dial for the brand.

We as a collective need to go back to refer to the old school thinking, delivered in a new way.

To coin a book that I inhaled recently by Geoff Hoffman, former CMO of Nike- we ‘need to to create work that is ‘emotional by design'. (buy it the book is called Emotion by Design)

Great creativity makes people feel something and drives them towards some sort of action. As a brand, you are looking to stir the deepest emotions in an individual or your audience in a way that, goes beyond just a product.

Tell stories, make people laugh, make people invested into your mission- create things that give the viewer something in return for gifting you their time.

Nike of course do this really well, but also brands who are just getting started Elvie, Tony’s Chocoloney and Days Brewing all have this as a core component of their brand message.

This is the work that we love to do, so would love to chat.