Wal-mart TV Network operator Premiere Retail Networks EVP Mark Mitchell says, “Attention deficit used to be a disorder. Now, I think it’s the new order for consumers.” His company works with agencies to create fact-filled ten second spots and urges agencies to steer clear of the usual tease and reveal format of most :30’s. His company has worked with CoverGirl, Doritos and Kellog’s to create informative spots that actually contain information a consumer can act on. Perhaps he should consider advising clients and agencies on :30’s as well.
