It's all about attention, and a little about champagne – Chinelle Brandford, MediaHub WW

A goldfish now has a longer attention span than humans, so it's more important than ever for brand's to streamline their messaging and listen to 30 Under 30 winners like Chinelle...

Chinelle Sangina Brandford

Biddable Account Director 

Mediahub WW 

What are you going to do with your PMW 30 Under 30 Award trophy?

Am I allowed to say drink champagne out of it? haha. Honestly, I'll probably give it to my mum to go in the trophy and school photo display cabinet she has in her living room. I know she doesn't quite understand what I won but she'll still brag about the trophy. 

What piece of advice would you share with young professionals looking to work in the PM industry?

The best two pieces of advice I've ever received are: take every opportunity life throws at you because you only grow outside of your comfort zone, and aim for the moon and if you miss, you'll be amongst the stars. So, dream big, fail fast and have fun whilst you're doing it. 

What is your favourite statistic?

The human attention span has shrunk significantly in the last two decades, with a gold fish now surpassing the human attention span by one second. I find this interesting because it's a scientific stat that emphasises on the need to ensure we deliver the brand, messaging and content as fast as possible or think outside the box to ensure we can grab a consumer's attention for longer. 

Bragging rights: what’s your proudest performance so far?

I'd have to say supporting the L'Oreal Group to incorporate conversion activity into their overarching strategies, by educating them on the benefits of running conversion campaigns that compliment brand awareness and consideration activity and helping them launch their first conversion campaign in the UK as well supporting them to be the first brand in their vertical to leverage Meta's collaboration ads format. 

What is the one data or tech trend to watch out for in PM in 2022/23?

The shift towards the need to emphasis on emotional connection. There has been a lot of research across the industry that proves that consumers that connect with a brand on an emotional level tend to be more loyal.