On September 28, three of the world’s leading experts in marketing effectiveness - System1’s Orlando Wood, Amplified Intelligence's Karen Nelson-Field and international marketing consultant Rob Brittain - will headline Advertising Council Australia’s (ACA) and WARC’s free webinar, The Triple Opportunity of Attention.
The trio will outline the findings of their latest advertising effectiveness study of the same name, which was presented to a sell-out crowd at this year’s Cannes Lions festival.
In a marketing first, the research combines data from the ACA Effectiveness Database* with attention metrics from Amplified Intelligence and emotional response testing from System1, to analyse the impact of creativity, attention and Extra Share of Voice (ESOV) on business growth.
The findings reveal how the right mix of creative, media and investment can deliver a triple opportunity for attention and maximise ROI for brands.
ACA CEO Tony Hale said, “This will be an invaluable session for agencies and marketers alike, those looking to manage their marketing dollars with certainty and prove the effectiveness of their work amid a tight economy. If you’ve been following our ESOV series, this is one webinar you won’t want to miss.”
Triple Opportunity is a follow-up to 2022’s Cannes Lions presentation The Triple Jeopardy of Attention, which revealed the business risks associated with ignoring attention metrics. Session moderator is DDB-Australia Chief Strategy Officer Fran Clayton, with a guest appearance by Peter Field, “The Godfather of Effectiveness.”
Thursday 28 September 2023
*The ACA Effectiveness Database contains hundreds of Australian Effie Award-winning campaign entries judged on their effectiveness and proven results in the marketplace.