Marketing Analysis Opinions
Gavin Lai
Jul 7, 2019

Don't blame short attention spans for unengaging content

FWD Insurance's Gavin Lai says if more brands simplified their content, made it clear, relatable and trustworthy, they wouldn't need to worry about millennials' supposed fickleness.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Labubu, the art toy craze and why grown-ups can’t get enough

1 Labubu, the art toy craze and why grown-ups can’t get enough

Cannes Lions 2025: APAC winners

2 Cannes Lions 2025: APAC winners

Mars to switch $1.7 billion media account out of WPP

3 Mars to switch $1.7 billion media account out of WPP

PR Awards Asia-Pacific 2025: Winners announced

4 PR Awards Asia-Pacific 2025: Winners announced

What headwinds? Why Jane Lin-Baden doesn’t fear tariffs, competitors, overextension or the commoditisation of creativity

5 What headwinds? Why Jane Lin-Baden doesn’t fear tariffs, competitors, overextension or the commoditisation of creativity

Cannes Lions 2025: See all of the Grand Prix winning work this year

6 Cannes Lions 2025: See all of the Grand Prix winning work this year

WPP Media changes regional structure across Asia Pacific, Middle East and Africa

7 WPP Media changes regional structure across Asia Pacific, Middle East and Africa

John Wren on his vision for a bigger, better Omnicom

8 John Wren on his vision for a bigger, better Omnicom

WPP never seized control of its destiny under Mark Read’s leadership

9 WPP never seized control of its destiny under Mark Read’s leadership

Did the strategic planner just kill the advertising agency?

10 Did the strategic planner just kill the advertising agency?

Related Articles

Grey wins FWD Singapore business
Jan 14, 2021
Rahul Sachitanand

Grey wins FWD Singapore business

Lessons from an insurance brand’s refresh
Mar 25, 2021
Bernadette Stevens

Lessons from an insurance brand’s refresh

FWD partners with VMLY&R for a mental health campaign with a twist
Nov 24, 2023
Shawn Lim

FWD partners with VMLY&R for a mental health ...

Influencer content outperforms digital ads on lower- and mid-funnel metrics: Study
Apr 23, 2025
Campaign India Team

Influencer content outperforms digital ads on ...

Just Published

From loud and proud to lost and quiet? The 'confused adolescence' of Pride 2025
4 minutes ago
Matthew Keegan

From loud and proud to lost and quiet? The ...

As rainbow logos vanish and corporate sponsorships dwindle, Pride 2025 reveals a new era of caution and introspection for brands navigating political pressure and demands for authenticity.

Microsoft AI CEO: Bigger organisations are ‘starting to feel the pressure’ from AI
1 hour ago
Lucy Shelley

Microsoft AI CEO: Bigger organisations are ...

Mustafa Suleyman was joined on the stage at Cannes by Colleen DeCourcy to discuss how AI will democratise creativity and the importance of ‘friction’.

Agency Report Card 2024: TBWA
The Information
1 day ago
Staff Reporters

Agency Report Card 2024: TBWA

With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.

Why adland pros are becoming creators themselves
1 day ago
Matthew Keegan

Why adland pros are becoming creators themselves

As the advertising landscape shifts and job security wanes, a growing number of ad professionals are reinventing themselves as creators to stay relevant and stand out.