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 panel
How effectiveness has progressively declined throughout the years
What'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 availability
Measuring inwards vs outward
Why we need to change attention metrics
Active vs passive attention
85% of ads sit below the attention memory threshold
Viewablity metrics are failing us
How the elasticity of attention varies
So how do we solve this? How do we sustain attention?
Why we need more right-brained features in advertising
What captures attention?
Are you paying attention to this very message on this podcast? (and in these show notes?)

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

Uncensored CMO

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