South Africa, Aug. 4 -- Together, they introduced the first-ever Attention Economics brief into Red & Yellow's flagship Brand Challenge. This initiative empowered students to work on a real-world client brief through the lens of attention breakthrough, maximising the effectiveness of every impression thus minimising wastage and resultant carbon outputs.

"Teams had to put platform attention elasticity and carbon output considerations at the heart of their responses," said Graham Deneys, chief strategy officer at dentsu Media Brands. "For example: how do you maximise the effectiveness of your communication on a platform that averages 1.2 seconds of attention and what potential carbon implications are associated."

This collaboration exempl...