Cheerful Twentyfirst has launched its latest strategic white paper: GOLDFISH. GOOSE. DINOSAUR - The Art of Attention.
Based on hundreds of client conversations over the last 12 months, the paper unpacks how brands can earn, sustain, and leverage the most valuable commodity in modern event marketing: attention.
In GOLDFISH. GOOSE. DINOSAUR - The Art of Attention, the agency explores why attention is both the most sought-after and the most misunderstood metric, and how event marketers can leverage it to make the most of their budgets in 2026.
“I’m thrilled to share our latest white paper - a standout piece of strategy from our London team,” said Steve Quah, CEO of Cheerful Twentyfirst. “We dive into the critical role of audience attention in events: how to earn it, how to keep it, and what to do once you’ve got it.”
Key insights include:
● The modern shift in attention - how we haven’t lost focus, we’ve adapted to information overload and refined our taste
● How not all attention is created equally and how to move an audience from disengaged into flow state
● The cognitive biases to address upfront, and why relying on old methods or ‘dinosaur’ tactics will leave your brand ignored or forgotten
● Why creative differentiation will win over audiences, every time
“Why invest your marketing budget in a six or seven-figure activation if none of your key messages land?” said Georgina Burrows, head of strategy at Cheerful Twentyfirst. “Our white paper proves that brands don’t need to shout louder, they need to create moments worth staying for.” This white paper launches under the agency's new strategic insights series, trademarked as the Audience Playbook™.
GOLDFISH. GOOSE. DINOSAUR - The Art of Attention is available to download here.
