The advertising Modern day faces its biggest care crisis. In a scenario of fragmented attention, branding no longer competes for time, but for immediate existence in the retina and brain. In this interview, Ricky Granillo Posse, CEO of SparkMediaexplains why today creativity is a cognitive passport and how it changed the way of building a brand in the era of infinite scroll.
-Journalist: Ricky, today there is a lot of talk about “fragmented attention.” Is it that serious or is it another marketing phrase to justify itself?
-Ricky Granillo Posse: I wish I were a marketer. It is surgery without anesthesia. People don’t pay attention: they filter. Before, a warning would enter your head; Now you have to fight not to be eliminated in the first millisecond. The brain does “border control” before letting us pass.
-Journalist: And that translates into how much real time?
-RGP: It is scientifically measured and it is that brutal. On public roads you have three seconds. On social networks, one. On TV or streaming, hopefully four. And on the radio, just six for your brand to “enter”. It’s not theory: it’s pure neuroscience. As Paul B. Piff, from the University of California, explains, “the mind does not process messages, it processes signals; if the signal does not impact at the initial moment, the stimulus is discarded before reaching consciousness.” Translated into real language: if you didn’t activate your brain at the front door, they won’t even let you into the living room.
Less time, more memory: the impact above the story
-Journalist: But then, why are public roads booming if they have so little time?
-RGP: Precisely for that reason. You can’t escape. There is no skip, there is no scroll, there is no close button. It is the only mandatory exhibition left. We see it with brands like Desillas, Footy, Quimtex, IAG, Jujuy and Albion, who choose us precisely because they understand the new rule: it doesn’t matter how much you count… it matters how much you anchor. The street forces you to see the brand before you even have time to decide if you are interested or not. That’s the game today.
-Journalist: So fewer seconds is not a weakness but an advantage?
-RGP: Exactly. Less seconds, but more memory. The other platforms ask your permission. Public roads directly hijack your retina. When you repeat that impact every day, the brain ends up saving it even if it doesn’t want to. It is the only communication that does not yet depend on the user’s desire. That’s why it works.
-Journalist: It sounds like branding stopped being a story and became an impact.
-RGP: That’s the point. He who still “wants to tell” loses. Today the one who settles wins. Advertising ceased to be literature; Now it is geology: what is repeated, sediments. If your brand doesn’t enter within three seconds, it never enters. And in this context, attention is no longer a metric: it is a custom. If you didn’t pass the initial check, you disappeared from the consumer’s mind.
From message to stimulus: how a brand is installed today
-Journalist: So creativity was reduced to a flash?
-RGP: Not reduced. Condensed. Today creativity is not to develop a concept: it is to gain the first second of existence. Later, if you want to tell the story, tell it… but the passport to be heard is obtained in those three seconds. The rest can be developed on a broader 360 communication platform or experiences where the specific Target seeks to expand information.
-Journalist: Well, we already understood that the battle is in the first three seconds. Now the obvious question: how do you win that battle? What makes someone register a trademark in that micro instant?
-RGP: The first thing is to understand that he who explains no longer wins, he who impacts before speaking wins. Traditional advertising aims to argue. Modern branding colonizes the retina. The text came second; The brain first processes color, shape and visual code. If your brand needs me to read to understand you, you’ve already lost. Nobody is going to read you.
-Journalist: So, what changes is not the final design… but the paradigm.
-RGP: Exactly. Creativity no longer designs “messages”; design cognitive access. Before the notice said “I’m going to tell you something.” Now it says “I entered.” Existence first… after meaning. Today, creativity is a passport: if the door doesn’t open for you in three seconds, you are left out of the most sought-after and desired good by brands, the consumer.
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