ATTN: and ADWEEK Team Up on Trends Platform Attention Sparks to Guide Marketers

Keeping up with trends is a necessary endeavor for marketers, but it can also be time-consuming, resource-draining, and costly. Help is on the way from media company ATTN: and ADWEEK. The purpose-driven, storytelling media company and division of Candle Media is teaming up with the leading source of news and insight serving the brand marketing ecosystem to launch trends platform Attention Sparks. Research from Salesforce found that 89% of marketers who prioritize trend monitoring said it helps create more relevant content and increases engagement by an average of 50%. Sprout Social found that 67% of consumers are more likely to trust a brand that participates in relevant social media trends. “We're thrilled to create a platform that enables brands and agencies to move at the speed of culture by making trend insights more accessible,” ATTN: president Taryn Crouthers said in a statement. “Through the combined social and editorial expertise of ATTN: and ADWEEK, we will help industry leaders harness the power of virality in real time. With Attention Sparks, we’re proud to launch a new era of trend reporting and to empower creative strategists in today’s fast-paced digital landscape.” Attention Sparks will help the advertising community, brands, and creative agencies by highlighting trends across the industry and sharing its findings through a weekly social video series, monthly print reports, the Trends Summit, and the Trending Awards. The social video series emerged from the weekly visual memo that ATTN: shares with industry insiders on LinkedIn. ATTN:, and the ADWEEK editorial team will tap a rotating series of young, dynamic industry hosts to discuss the hottest topics and key themes. The show will be available via the social channels of ADWEEK and ATTN:, and special episodes will feature guests including trending content creators who recently went viral, creative leaders behind massive campaigns, and the people steering the brands earning attention on social media. The social strategy team from ATTN: and ADWEEK’s editorial team will work together on a new franchise within the print edition of ADWEEK, featuring monthly case studies and interviews with trending content creators, experts, and the creatives behind that viral campaign. Special episodes will bring Attention Sparks to ADWEEK’s existing podcasts. Coming next year, ADWEEK and ATTN: will present the first-ever Trends Summit, a one-day curated experience showcasing the best of trends and how to harness virality and featuring digital marketing thought leaders, notable executives, experts, and content creators. And the Trend Awards is a new digital list and award recognition of brands, companies, and creators that are industry trendsetters, honoring the top leaders, brands, and creators that are driving trends forward. ATTN: and ADWEEK are co-hosting an Attention Sparks panel during Advertising Week at ADWEEK House on Tuesday, Oct. 8, at 3 p.m. ET. ADWEEK CEO Will Lee added, “Industry leaders constantly tell ADWEEK they need a clear and concise understanding of how brands can take advantage of the key social trends of the moment. I am confident that Attention Sparks, powered by ADWEEK and ATTN:, will provide actionable insights in entertaining formats across our social platforms, website, and live events.”

Advertising Week

ATTN: and ADWEEK Team Up on Trends Platform Attention Sparks to Guide Marketers

The initiative includes a weekly social video series, monthly print reports, the Trends Summit, and the Trending Awards

David Cohen

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