The Triple Opportunity of Attention

Join leading authorities in advertising effectiveness, Orlando Wood and Rob Brittain, and acclaimed researcher in media science, Professor Karen Nelson-Field, as they reveal the findings of their latest groundbreaking study, The Triple Opportunity of Attention.

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About the event

In a marketing first, Wood, Brittain and Nelson Field have combined 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 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.

This webinar is a follow-up to 2022’s Cannes Lions presentation, The Triple Jeopardy of Attention, and is vital for agencies and marketers looking to manage their marketing dollars with certainty and prove effectiveness amid a tightening economy.

Brought to you by Advertising Council Australia and WARC.

*The ACA Effectiveness Database contains hundreds of Effie Award-winning campaign entries judged on their effectiveness and proven results in the marketplace.



Orlando Wood
Orlando Wood
Chief Innovation Officer, System 1
Rob Brittain
Rob Brittain
Director Rob Brittain Consulting
Peter Field
Peter Field
Peter Field Consulting 
Professor Karen Nelson-Field
Professor Karen Nelson-Field
Founder and CEO, Amplified Intelligence

Fran Clayton
CSO, DDB Australia
Alex Brownsell
Head of Content, WARC


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