Attention is often described as the new currency in marketing, but it\u2019s 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.<\/p>\n
Laurent Marty,\u00a0Group Chief Strategic Officer\u00a0at Joe Public\u00a0will facilitate a question-and-answer session with Orlando following his virtual presentation. Laurent, a leading strategist with more than 20 years\u2019 experience,\u00a0has worked on both sides of the creativity coin \u2013 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.<\/p>\n
Orlando\u2019s 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\u00a0broad-beam<\/em>\u00a0attention and left-brained\u00a0narrow-beam<\/em>\u00a0attention. Each one has different implications that play out in creative messages.<\/p>\n Within this year\u2019s conference theme of\u00a0UpClose&Personal,<\/strong>\u00a0Orlando 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\u2019ll explain just how we can regain this connection by focusing on building brands that capture the broad-beam attention of consumers –\u00a0 and sync with the emotional, curious and exuberant nature of people.<\/p>\n Orlando says, \u201cMemorable brand building must capture the broad-beam attention of our audiences. It\u2019s important for marketers to understand the intent of their creative messaging and to shift our focus accordingly.\u201d<\/p>\n As well as his role as System1 Group\u2019s Chief Innovation Officer, Orlando has authored the best-selling and widely acclaimed books, \u201cLemon\u201d and \u201cLook out\u201d. Additionally, he is an Honorary Fellow of the Institute of Practitioners in Advertising (IPA), having led the organisation\u2019s Creativity and Effectiveness research from 2017 to 2020. In 2022, Orlando co-presented the notion of \u201ctriple jeopardy\u201d at The Cannes Lions Festival, describing the three threats to advertising effectiveness, and has just recently returned from\u00a0the Cannes Lions\u00a070th International Festival of Creativity\u00a0where he presented the fascinating \u201cTriple Opportunity of Attention\u201d on how to optimise media and capture attention with a capital \u201cA\u201d.<\/p>\n Dale Hefer, Nedbank IMC CEO says, \u201cOrlando\u2019s 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.\u201d<\/p>\n 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.<\/p>\n For more information, visit\u00a0www.imcconference.com<\/a>.<\/p>\n<\/blockquote>\n The annual Nedbank IMC Conference is\u00a0Africa\u2019s foremost integrated marketing conference.\u00a0The Integrated Marketing Council (IMC) believes that Marketing is Business\u00a9 and that marketing deserves its place at\u00a0the 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\u00a0The Effie Awards South Africa<\/a>\u00a0\u2013\u00a0the world\u2019s preeminent marketing effectiveness award\u00a0\u2013\u00a0the\u00a0Nedbank IMC\u00a0Conference<\/a>\u00a0will 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.\u00a0The 2023 theme is \u2018Marketing. UpClose&Personal\u2019 and is relevant to anyone in the business of communication.<\/em><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Attention is often described as the new currency in marketing, but it\u2019s a complex currency to master and deal in, says Orlando Wood, Chief Innovation Officer at System1 Group.<\/p>\n","protected":false},"featured_media":1152,"template":"","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"company":[26],"class_list":["post-1149","company_news","type-company_news","status-publish","has-post-thumbnail","hentry","company-nedbank-imm"],"acf":[],"_links":{"self":[{"href":"https:\/\/retailingafrica.com\/companies\/wp-json\/wp\/v2\/company_news\/1149"}],"collection":[{"href":"https:\/\/retailingafrica.com\/companies\/wp-json\/wp\/v2\/company_news"}],"about":[{"href":"https:\/\/retailingafrica.com\/companies\/wp-json\/wp\/v2\/types\/company_news"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/retailingafrica.com\/companies\/wp-json\/wp\/v2\/media\/1152"}],"wp:attachment":[{"href":"https:\/\/retailingafrica.com\/companies\/wp-json\/wp\/v2\/media?parent=1149"}],"wp:term":[{"taxonomy":"company","embeddable":true,"href":"https:\/\/retailingafrica.com\/companies\/wp-json\/wp\/v2\/company?post=1149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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