McCann Leeds' Media Offering to Hold Exclusive Attention Planning Event

Strategic creative agency, McCann Leeds, is teaming up with its global counterpart, media and advertising agency, UM, to host an event that will lift the lid on attention media planning. 

The event, entitled ‘Attention Media Planning – fleeting fancy or a new pathway to effectiveness?’ will take place at McCann Leeds’ city centre office on Thursday 16th November. Speakers from both UM and McCann will share the latest thinking, provocations, and practical steps surrounding this hot topic.

Attention is at an all-time premium and feeds are being filled with more content, in more formats than ever before. This makes it increasingly difficult for brands to grab audience attention and make an impact. The Attention Media Planning event promises to explore the best course of action for brands in the battle for attention. 

Coral Cranmer, head of strategy and planning at McCann Leeds, will kick off the discussion by setting the cultural context around Attention Planning. 

Coral said, “Catching and keeping the attention of target audiences is the ultimate goal for advertisers. But with so much vying for our attention these days, it can be hard to keep up. In a world where awareness and impressions have long reigned supreme, how do we establish whether audiences are truly taking in what they see? My objective for this session is to look at the ongoing reduction in attention span and how we, as advertisers, can try our very best to disrupt and land our brands in this competitive space.”

Coral’s introduction will be followed by deep dives into the topic from speakers Helen Payne, business director UM Leeds, Kevin Murphy, group managing director UM Central, Lee Moulding, from Playground X,Y,Z, and Vince McSweeney, chief creative officer at McCann Central.

Helen explains, “‘Attention’ as a KPI is in the spotlight for its potential in determining the value of a brand’s investment in paid media. This has given rise to the phenomenon of ‘attention economics’. However, the media planning community has seen many changes over the years. Some have been seismic, such as the rise of digital disrupters like Google and Facebook; others, such as the craving for 'media firsts' were less rooted in consumer insight and didn’t last. My objective for this event is to explore where Attention Planning sits in the latest line of media planning innovations.”

The exclusive event begins at 6PM on Thursday the 16th of November those who would like to attend should register their interest here.