Jenny Chan 陳詠欣
Apr 6, 2016

Agency creating only 5-second content launches in Greater China

HONG KONG/SHANGHAI - Yesterday (5 April) saw the launch of Five Seconds Worldwide, an agency that does exactly what its name suggests.

The average person's attention span is just eight seconds, according to Microsoft
The average person's attention span is just eight seconds, according to Microsoft

Headquartered in Hong Kong, Five Seconds Worldwide has two operational centres in Shanghai (led by Winston Wang 王刚) and Amsterdam (led by Friso Schoone), with another to be set up on the east coast of the US within the next three months.

The agency's plan is to eventually build a global network of offices in the main cities on each continent.

In Europe, Five Seconds Worldwide has created content to a length of five seconds for clients including P&G, Arla, Audi, RTL, KPN, AH, and Monster for the past year.

The premise is to produce work that deals with the short attention span of digital audiences, as scientific studies from Microsoft researchers in Canada suggest that humans now generally lose concentration after eight seconds—less than the notoriously ill-focused goldfish.

Evident of the effects of an increasingly digitalised lifestyle on the brain, Microsoft found that since the year 2000 (about when the mobile revolution began), the average attention span dropped from 12 to eight seconds in 2015, according to the study.

The agency's five-second content extends to TV, OOH, in-store formats such as pre-rolls or break-bumpers on YouTube, GIF films or online banners on Facebook, television programme sponsorships, as well as digital screens at airports, train stations, and shop windows.

"Today, consumers can’t wait to skip commercials. With our content we reach consumers within five seconds and make an impact," said Wilbert Kragten, commercial partner at Five Seconds Worldwide.

Within five seconds, a piece of content can "touch emotions, create branding and even share a smart idea", added creative partner Paul Falla.

A five-second creative execution can be realised within 48 hours from concept to realisation, with an edit within 24 hours, claimed the agency. 

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