It's the new creative concept to be applied in agencies DraftFCB Group. Laurence Boschetto, president and CEO of DraftFCB, proposes the challenge to draw the attention of the consumer in 6.5 seconds.
"We look at the world and we see the proliferation of the media. We would to know what was the number of messages that a person is exposed a reality that has internet, new channels and inovation. How long you have to make a connection with the consumer? It is a matter to understand consumer behaviour and insights that exist.
And these are 6,5 seconds a person will decide wheter to pay attention to you or ignore you. We think the answer is to reduce, simplify the message in the ad."
