The Attention Council Announces Three New Members
The Attention Council welcomes Diageo, MARS and Microsoft to the organization.
February 3, 2020 // New York, NY — Today, The Attention Council (TAC) is proud to announce the membership of three new organizations to the Council. Chaired by Professor Karen Nelson-Field, CEO of Amplified Intelligence, and Marc Guldimann, CEO of Adelaide, The Attention Council brings together a combination of ad industry professionals, academics, technology vendors and marketers to form thought-leadership around the attention economy. Founding members include TVision’s Yan Liu, Avocet’s Ezra Pierce, and Lumen Research’s Mike Follett.
The first three brands to join TAC as members are Microsoft to be represented by Stacy Chagnon, MARS to be represented by Sorin Patilinet, and Diageo to be represented by Chris Cable. Each of these leaders and brands has championed the use of attention metrics to deliver more precise and valuable insights around creative and media.
Professor Karen Nelson-Field, CEO of Amplified Intelligence said “Brands are a crucial part of any conversation about the attention economy. They are the buy-side of the advertising ecosystem. I’m delighted that three such important and forward-thinking brands have chosen to join The Attention Council as we steer the conversation towards a sensible trading future.”
“Diageo are excited to join The Attention Council (TAC) and support their efforts to progress our industry beyond short-term, performance based KPIs and rally around longer-term, brand-building ones,” said Chris Cable, Director: Insights, Analytics and Strategy at Diageo. “Understanding and utilizing attention-based metrics will help us to both optimize our spend and deliver more engaging content.”
“Mars, a pioneer in understanding the consumer behaviors influencing buying decisions, is keen to participate in The Attention Council to advance our industry’s best practices,” said Sorin Patilinet, Global Consumer Insights Director at MARS. “Following years of studying neurosciences approaches related to advertising, we are confident that attention plays a key role in future media and creative excellence decisions. We can only get prepared for a zero-attention advertising world by studying what drives attention today and engage with consumers in a more mutual and less intrusive way.”
The mission of The Attention Council is two fold. Firstly, the council will work to create incentives that align all stakeholders in the media and advertising ecosystem. Secondly, the council will work across the varied interests and experiences of its members to share learnings and best practices.
Throughout 2020, The Attention Council will undertake a number of initiatives for the promotion of attention metrics as measures of media quality. The Council will review ethical considerations and make recommendations to the industry for best practices, conduct independent research on attention, develop and support educational campaigns and efforts for industry professionals, and work towards a universal attention-based measure for media. For more information, visit The Attention Council’s website: https://www.theattentioncouncil.org.
