CMC Roundtable 'Storytelling in the Attention Economy'

The Creativity Marketing Centre (CMC) presents 'Storytelling in the Attention Economy'

Attention has become a scarce resource – a recent study found that only one-third of adverts get the audience’s full attention. Where possible, people will skip ads or look away. As a result, brands are increasingly fighting for crumbs. This new emphasis on grabbing consumers’ attention is putting a greater emphasis back on creative teams and their ability to tell stories. In other words, the goal is to create content audiences watch because they want to, not because they can’t skip it.

As brands are increasingly shifting focus from traditional advertising to entertaining original programming, ESCP Creativity Marketing Centre (CMC) is delighted to invite you to a panel discussion on the latest in branded entertainment initiatives.

On this occasion, we are hosting three experts on the topic, who will discuss the latest in theory and practice on entertainment and culture marketing and how brands can navigate entertainment to leverage their intellectual property and partnerships.