Campaign360 2026 has opened at Marina Bay Sands, Singapore, bringing together marketers, agency leaders and brand executives from across APAC for two days of discussions around AI, media, creativity, effectiveness and consumer behaviour.
The questions on the table aren't new, but the urgency around them is hard to sidestep. How should brands adapt as AI embeds itself into creative and decision-making workflows? What does human creativity look like at scale when automation is doing more of the heavy lifting? And how do you measure what's working when platforms and audiences keep moving?
Day One Coverage
How to get an audience’s attention in a fragmented media environment
Sorin Patilinet, global marketing effectiveness lead, PepsiCo
“The role of advertising is to build distinctive memory structures and to drive sales. Attention is a physical phenomenon, the physical act of focusing your mind on one stimulus and one stimulus only, at the expense of everything else. But when you're on a mobile phone, when you're on a social media app, you get only 1.7 seconds of attention. So attention is cultural and dependent on the media channel.
“We tend to produce landscape format ads that work in YouTube, but consumers see them in very different platforms, which have their own rules. The first thing you need to do is follow the rules of the platform you’re using.
“A content creator uses all his or her energy to focus on the hook. Why shouldn’t we do the same thing? Focus on those first three seconds, do everything you can to make those first three seconds memorable. That’s how you get attention.”
