VCCP MEDIA PRESENTS:
HACKING THE ATTENTION ECONOMY

VCCP is proud to introduce the latest installment of The Challenger Series, Hacking the Attention Economy, co-authoured by globally acclaimed media scientist, Dr. Karen Nelson-Field and Will Parrish, Chief Strategy Officer at VCCP Media. Their report, which in Karen’s words “marks a critical shift to unify creative and media”, covers: 

• What advertisers are really paying for with their digital ad spend 
• The attention realities of different media environments and the types of attention that advertisers need to be able to maximise
• How marketers can learn a thing or two from magicians by harnessing the magic of distraction 
• The findings of their industry-first “bad twin test”, including a new attention memory threshold and an alarming tariff on poorly branded ads
• A 5-point plan to Hack the Attention Economy

Welcome to a different way of thinking about attention. Welcome to a different way of thinking about media. Welcome to a different way of thinking about creative. Where we don’t plan media in a silo. Where we don’t build ‘the creative’ separately. Where we build a brand world second by second. Asset by asset.