Robert Lambrechts on Why Attention Is the New Currency of Modern Marketing

Rupert sits down with Robert Lambrechts, Chief Strategy Officer at Pereira O’Dell, to discuss how brands can earn attention in a world of distraction, ad avoidance, and endless choice. They explore why entertainment is replacing interruption in effective marketing, how “distraction is culture” has reshaped consumer behaviour, and why strong brands focus less on talking about themselves and more on creating value for audiences. Robert also reflects on the shift from brand purpose to brand promise, arguing that trust is built through consistent delivery, not statements of intent.Robert is a strategic and creative leader who entered advertising after the post-dot-com downturn, eventually training at Creative Circus and joining AKQA before becoming the first employee at Pereira O’Dell. He has since held senior creative and strategy roles, helping shape the agency’s philosophy of building ideas that live beyond traditional campaigns. His work with brands such as MINI and Red Bull spans entertainment, world-building, and culturally driven storytelling.Rupert Maconick is the Founder and Executive Producer of Seville Productions. Seville Productions works with major brands to produce brand-sponsored films and documentaries on a wide range of social and environmental issues.