The Future of Attention

An experiential discussion on what captures attention and creates lasting impact. In a world dominated by scrolling and content overload, attention is no longer won by visibility - it is earned through emotion and experience. This event explores how brands must: • Move beyond traditional advertising • Think beyond sight and engage all senses • Create emotional and memorable experiences beyond AI • Shift from visibility → memorability • How to measure experiential Our Panel: Andy Pierce, Head of Strategy, Core For the past decade Andy has lead the Strategy Practice in Core. Prior to that he held roles in Research, Social Media, Media buying and planning, and Client Service. He heads up the agency’s efforts in Marketing Effectiveness, which has seen Core top the Irish Effies table for the past 5 years, winning over 30 gongs. He has co-created Core’s Effectiveness training programme F.A.M.E. (Fundamentals in Marketing And Advertising Effectiveness). He has also lead the roll out of Core’s planning process; ARC, and the development of the agency’s media planning software; including contributing to it’s local AI tool suite roll out. Over 20 years Andy has worked as the strategic lead for a wide range of businesses including AIB, Three, RBS, Aldi, Diageo, Unilever, Heineken, and The National Lottery, among others. He is the Vice-President of IAPI, a former Secretary of the Marketing Society of Ireland, a regular Effies judge at local, European and global level, and a periodic guest lecturer with TU and DCU. Safiah Ngah, Senior Marketing Manager, HBO Max Safiah Ngah is a multi-award-winning marketer with over a decade of experience working across global entertainment brands, including HBO Max, The Walt Disney Company and BBC Studios. Having led major global content releases and brand campaigns, most recently supporting HBO Max launches across the UK, Germany and Italy, Safiah brings deep strategic expertise in building integrated campaigns that foster community, culture and fandom. Elisha Adams, Marketing Manager, HBO Max Elisha Adams is a Marketing Manager with experience shaping launch strategies, brand activations and paid media campaigns for HBO Max and Warner Bros. UK. Having worked across major streaming launches, global entertainment franchises and high-profile experiential activations, she specialises in creating marketing that sits at the intersection of culture, fandom and brand growth. The session will be moderated by Jonny Davis – EVP, Global Brand Experience at Allied Global Marketing.