The triple threat to creative effectiveness - Peter Field, Orlando Wood, Karen Nelson-Field (Live from Cannes)

For the 50th episode of Uncensored CMO, I'm live in Cannes to talk about the triple threat to creative effectiveness. Why effectiveness has been declining over the years, how attention has impacted mental availability and what we can do about it. Fresh off the stage at Cannes Lions 2022, Peter Field, Orlando Wood and Karen Nelson-Field talk us through what they're calling Triple Jeopardy.

From Peter Field himself: "Triple Jeopardy is three things: the withdrawal of money from brand and putting it into performance marketing and the short-term on a massive scale. That has drained the mental availability fuel supply, if you like"

What we covered in this episode

Karen, Peter and Orlando's triple jeopardy Cannes panelHow effectiveness has progressively declined throughout the yearsWhat's causing the decline? Is it a focus on short term activation vs long term brand building?Why are you calling this triple jeopardy?Why short term activation is damaging mental availabilityMeasuring inwards vs outwardWhy we need to change attention metricsActive vs passive attention85% of ads sit below the attention memory thresholdViewablity metrics are failing usHow the elasticity of attention variesSo how do we solve this? How do we sustain attention?Why we need more right-brained features in advertisingWhat captures attention?Are you paying attention to this very message on this podcast? (and in these show notes?)