Gerety Talks: Where intention meets attention
Members of the Gerety Awards Jury lifted the lid on how brands can better connect with consumers in an era of partial attention.
"In an era in which consumers rarely give one thing their full attention, attracting and retaining attention is top of the marketing agenda, including at the Gerety Awards event this month.
Joe Brooks, Co-Founder of the Gerety Awards, introduced Gerety Talks: Where intention meets attention, by sharing how many Gold Winners of the Gerety Awards this year went on to achieve Grand Prix status at Cannes. The Gerety Awards are unique because they judge all advertising through a female lens. As Brooks explained the cross over between Cannes winners and Gerety winners, underline: “Good work is good work, and good work resonates with a female audience.”
Hosted at Forsman & Bodenfors’ London HQ, the panel was chaired by Creativebrief Editorial Director, Nicola Kemp. She sat down with Helen James, CEO at Forsman & Bodenfors London, Debbie Ellison, Global Chief Digital Officer at VML Commerce, Jon Biggs, Executive Creative Director, EMEA at Monks and Genevieve Tompkins, Chief Executive Officer at Goodstuff.
Together, they discussed how advertising can capture and retain our ever-shortening attention and new ways in which brands can better connect with consumers.
Kemp framed the discussion by highlighting the prevalence of screens in our lives; the second screen, connected screens, and out-of-home screens. Yet we barely retain any of this digital information. She shared that as many as 85% of digital ads are not meeting the attention-memory threshold of 2.5 seconds. So how can marketers really connect brands with audiences? Can creativity be the solution?"
