Attention is front of mind at the moment for marketers and ISBA is pleased to be able to lift the lid on this important area.
ISBA has brought together two of the UK leading effectiveness practitioners with a lot to say about attention. You will hear from Orlando Wood from System1 and Andy Brown from the Attention Council offering two different perspectives on why attention matters, how it is related to measuring effectiveness and how it impacts on your media choices. Most importantly you will learn why attention is in the spotlight at the moment and be able to take away insights, references and arguments that will support your discussions with your agency and intermediaries.
Whether you are an effectiveness specialist, measurement maestro, media expert or generalist marketer, this special spotlight on attention is designed to tool you up on a topic that’s turning heads and been centre stage in the marketing press and conference platforms around the globe, all year.
This is an IN PERSON event at the ISBA offices in Covent Garden, so you will also be able to spend time with your peers who you may not have seen in a while! And share with your team. This event is equally aimed at director and exec level marketers and practitioners.
Orlando Wood, Chief Innovation Officer, System1 Group
Orlando Wood is Chief Innovation Officer of the System1 Group, Honorary Fellow of the IPA and author of Lemon (IPA, 2019) and Look out (IPA, 2021). His research is a unique combination of neuroscience, cultural history and advertising research, which describes and explains a change in creative style that has occurred in today’s technologically-disrupted world – one that has undermined advertising effectiveness. Importantly, Orlando’s work also provides evidence and guidance to show how we might reverse this. Orlando led the IPA’s Creativity and Effectiveness research in 2017, 2018, 2019 and 2020, looking at the greater effectiveness associated with fluent devices, a term he coined, and the features of advertising that sustain attention and elicit an emotional response. His work has influenced thinking and practice in research, marketing and advertising, earning him recognition from the ARF, the AMA, Jay Chiat, ISBA, the MRS, ESOMAR and the IPA.
Andy Brown, Andy Brown & Associates
Following a degree in Marketing, Andy started his career at Anglia Television. He then joined BMRB, now part of Kantar, where responsibilities included the international expansion of the company's single-source consumer TGI survey into Europe and Latin America, an initiative which led to the formation of the KMR Group and his subsequent appointment as CEO in 2001.
Since leaving Kantar and with over 30years of research experience, Andy has taken on a number of consulting and advisory roles. These range from posts with Dynata (market research), The One Partnership (talent/brand partnerships), Digital I (SVOD audience research), TVision and The Attention Council. The Attention Council is a not for profit membership organisation that has a goal to drive the development and usage of attention metrics across the marketing and media industry.