BBH Archives

Can you even be bothered to read this first sentence?

It has become a bit of a cliché to say we’re bombarded with information and messaging constantly these days.

And as such, this plethora of choice and noise has eroded audiences’ attention span to less than eight seconds – which, if true, gives little space for creatives to play in now.

Nevertheless, given the almost infinite number of ways to amuse themselves online, it’s a fact that today’s audience is much less tolerant of boredom

With this in mind, our work now must work that much harder in a much more confined space of time – hence the rise of the six-second format on YouTube.

In an era of increasingly deficient attention spans, creatives are finding themselves working with ever tightening time-formats – but this shouldn’t be something to be scared of, writes BBH’s Arthur Tsang

‘How did Facebook, which prides itself on being able to process billions of data-points…somehow not make the connection that electoral ads paid for in roubles were coming from Russia. Those are two data-points. You put billions of data-points together – you can’t put together roubles with a political ad.’

[Sen. Al Franken to Facebook’s General Counsel at the Senate judiciary subcommittee hearing 31.10.17]

Most Marketing is Bad Because it Ignores the Most Basic Data

Only a minority of brands make highly creative and highly effective marketing communications.

Work that’s distinctive, well-branded, emotional, fame-driving, maybe even award-winning.

Work that will drive sales today, sales for years in the future, and deliver returns far beyond what the CFO would get if she kept the money in the bank.

Getting the balance right between long-term brand-building and short-term sales activation, between creating memories and activating them, is important for maximum commercial effectiveness.

Only got 6 seconds for your ad? Then take some tips from Alfred Hitchcock.

Creating bad work is a choice: a choice that too many marketing teams make all the time by focusing on fashionable marketing buzzwords and ignoring the basics.

Only got 6 seconds for your ad? Then take some tips from Alfred Hitchcock.

Can you even be bothered to read this first sentence?

Creating bad work is a choice: a choice that too many marketing teams make all the time by focusing on fashionable marketing buzzwords and ignoring the basics.

Most Marketing is Bad Because it Ignores the Most Basic Data

Getting the balance right between long-term brand-building and short-term sales activation, between creating memories and activating them, is important for maximum commercial effectiveness.

BBH – Sheep Driven Marketing Advice You’ll Flock To