To maximise effectiveness, brands need to adapt to reduced attention spans. There are two tactics. Either, seek out the rare moments when consumers are forced to concentrate deeply, the cinema being a prime example, or accept that consumers will only be paying partial attention and brutally simplify the copy. Make it shorter and simpler. Brands that adapt will be at an advantage compared to those who don't.
I don't need to tell you why this is a terrible thing but more women in advertising means more women in the workforce, more women represented fairly in the media and more women going on to become C-Suite, money making superheroes. If they drop out before they've signed their first contract the future looks bleak.
When I first heard that Protein World had released a new advert, I began sharpening my claws. After all, this is the brand responsible for the infamous 'Are You Beach Body Ready?' billboards. But when I watched the 'New Year, New You' advert, I felt compelled to speak up - surprisingly, even to myself, to defend it.