Two types of attention & their implications for advertising effectiveness
29 June 2023

Attention is often described as the new currency in marketing, but it’s a complex currency to master and deal in – understanding the different facets of attention and how best to maximise on them in your creative campaigns can be tricky. Orlando Wood, Chief Innovation Officer at System1 Group has been doing just this. In partnership with Joe Public, Orlando will be sharing his insights virtually at Nedbank Integrated Marketing Council (IMC) Conference on 15 September.

Laurent Marty, Group Chief Strategic Officer at Joe Public will facilitate a question-and-answer session with Orlando following his virtual presentation. Laurent, a leading strategist with more than 20 years’ experience, has worked on both sides of the creativity coin – as client, and as agency. This has honed his ability of dual thinking: on the one side considering strategic implications beyond the remit of advertising; on the other, acting as a rational advocate for creativity and right-brain thinking among clients.

Orlando’s unique blend of neuroscience, cultural history and advertising research experience has led him to authoring ground breaking publications that examine two different types of attention: Right-brained broad-beam attention and left-brained narrow-beam attention. Each one has different implications that play out in creative messages.

Within this year’s conference theme of UpClose&Personal, Orlando will delve into the challenges of a technology-driven advertising world that has narrowed consumer attention and jeopardised our sense of emotional connection with each other. He’ll explain just how we can regain this connection by focusing on building brands that capture the broad-beam attention of consumers –  and sync with the emotional, curious and exuberant nature of people.

Orlando says, “Memorable brand building must capture the broad-beam attention of our audiences. It’s important for marketers to understand the intent of their creative messaging and to shift our focus accordingly.”

As well as his role as System1 Group’s Chief Innovation Officer, Orlando has authored the best-selling and widely acclaimed books, “Lemon” and “Look out”. Additionally, he is an Honorary Fellow of the Institute of Practitioners in Advertising (IPA), having led the organisation’s Creativity and Effectiveness research from 2017 to 2020. In 2022, Orlando co-presented the notion of “triple jeopardy” at The Cannes Lions Festival, describing the three threats to advertising effectiveness, and has just recently returned from the Cannes Lions 70th International Festival of Creativity where he presented the fascinating “Triple Opportunity of Attention” on how to optimise media and capture attention with a capital “A”.

Dale Hefer, Nedbank IMC CEO says, “Orlando’s award-winning work continues to influence thinking and practice in research, marketing and advertising, and will doubtless have a strong impact on Nedbank IMC conference-goers. The Q&A also promises to provide great insights for African marketers and creatives.”

Tickets for the one-day Nedbank IMC – which will take place in person at Urban Brew Studios in Johannesburg on the 15 September 2023 – are almost sold out. The good news is that an online option is also available.

  • In-person tickets (conference only) priced at R4 000 (excl VAT) until 31 July 2023.
  • In-person tickets (conference and Effie Awards South Africa) priced at R5 000 (excl VAT) until 31 May 2023.
  • Limited seats available.
  • Virtual tickets priced at R1 499.

For more information, visit

The annual Nedbank IMC Conference is Africa’s foremost integrated marketing conference. The Integrated Marketing Council (IMC) believes that Marketing is Business© and that marketing deserves its place at the boardroom table. This conference has more CMOs, senior marketers and agency leaders attending than any other in Africa and is relevant to anyone in the business of communication. One day of 15-minute presentations (with some exceptions), the conference is known for its hard-hitting global agenda with no sales pitches. Now in proud partnership with The Effie Awards South Africa – the world’s preeminent marketing effectiveness award – the Nedbank IMC Conference will be in person or online on the 15 September 2023. The Nedbank IMC is presented in association with MASA, in collaboration with the ACA, in partnership with the DMASA and is endorsed by the IAB. The 2023 theme is ‘Marketing. UpClose&Personal’ and is relevant to anyone in the business of communication.