
In the new attention economy, content consumption is up, but ad avoidance has risen too. Consumers have more content choices that form their touchpoints with brands; however brand-driving actions are less efficient than ever. How can brands leverage different kinds of creative content alongside meaningful consumer data to break through?
Beth Lester Sidhu, Chief Brand & Communications Officer at Stagwell, leads a must-watch conversation with Zoë Fairbourn, Head of Brand Partnerships at Hello Sunshine, Jae Goodman, Founder & CEO at Observatory, and Alanna Strauss, Head of Creative – Brand Partnerships at Netflix, to answer the question. The group discusses how different techniques can create more effective marketing solutions and, in particular, how entertainment and content divisions can be an effective solution for brand engagement.