Hey everyone, welcome back to the GaryVee audio experience.

Today's episode is an interview Gary did for advertising week Asia,

where he discussed how brands can properly capture attention in today's marketing landscape.

We hope you enjoy.

This is the GaryVee audio experience.

Thank you so much, Gary, for joining me today.

Thanks, buddy.

So we're going to be discussing today how can brands capture attention in today's marketing landscape?

And I think it would be really good to first discuss,

if we're talking about how to capture a user's attention,

maybe it'd be useful to understand what attention actually is.

You know, the attention economy is constantly shifting as platforms rise and fall,

but there are some things that remain constant within there.

So Gary, when you're speaking with brands about where they can fit within the attention economy,

how do you weigh up the fundamentals, which might be something like the average consumer spends 2.5 hours

and social media per day versus all the variables,

which might depend on what platforms kind of heart at the moment?

It's a great question, Jess.

I think the thing that really surprised me about the advertising industry when I came in,

about 12, 13 years ago was how...

And it shouldn't have surprised me, but I had the great fortune of the brands that I had built were always my businesses.

And I was doing it for the long haul.

...