For advertisers the commodity in shortest supply is human attention. Advertising has changed dramatically since 20% of peple have looked at their mobile phones during sex. The one and a half second rule : That was so 2 seconds ago. If you’re not noticed, everything else is irrelevant. If people don’t share it, it isn’t any good. Ideas are still the key to everything. Never let your partner leave their phone by the bed.

The One and a Half Second Rule – It’s radical impact on every aspect of marketing

For advertisers the commodity in shortest supply is human attention. Advertising has changed dramatically since 20% of peple have looked at their mobile phones during sex. The one and a half second rule : That was so 2 seconds ago. If you’re not noticed, everything else is irrelevant. If people don’t share it, it isn’t any good. Ideas are still the key to everything. Never let your partner leave their phone by the bed.

John Sampson (Sam) is Executive Creative Director and Managing Partner of DDB Vietnam. Sam has been responsible for many of Vietnams most popular and successful advertising campaigns and has been a keynote speaker at various Vietnamese marketing conferences.

Sam’s creative work for clients such as Heineken, Honda, MobiFone, NutiIQ, Unilever Vinamilk and Wrigleys has won, or been short listed, in more than 100 international award shows including Cannes, Clio, New York Festivals and the London International Awards.

For more information on DDB Vietnam visit them at their website: http://www.vn.ddb.com/