The Role of Attention in the Creative Development Process

Today’s episode features Duncan Southgate, Senior Director, Creative and Media Solutions - Insights Division at Kantar. Duncan has over 25 years brand, communications and media research experience gathered in various European, US and global roles with Millward Brown and Kantar. He is currently responsible for growing the company’s global creative and media effectiveness business and his core focus is how media context and creative content can best work together. 

We talked all about attention: what role expressiveness plays in relation to attention, where emotional engagement comes into play, and even how can brands can “predict” attention and impact in their advertising. 

Links of interest: 

• More about Kantar: https://www.kantar.com/campaigns/creative-effective
• Duncan’s LinkedIn bio: https://www.linkedin.com/in/dsouthgate/ 
• Affectiva facial coding AI: https://go.affectiva.com/affdex-for-market-research
• Mitre10 ad: https://www.youtube.com/watch?v=oJN4H5CTbCM