TAC Welcomes New Board Members Sorin Patilinet of Mars and Paolo Provinciali of Anheuser Busch

In our March 2021 meeting, The Attention Council introduced our two newest board members, Paolo Provinciali, Head of Media at Anheuser Busch and Sorin Patilinet, Global Insights Director at Mars. Paolo and Sorin are new to the board but they are industry veterans when it comes to planning, activating and transacting on Attention data in marketing.

As the Global Insights Director at Mars, Sorin is an engineer turned marketer driving Mars’ evolution to measure attention as a core focus of its media programs. Sorin says, “Years of testing various neuroscience-based marketing solutions taught us that one of the biggest challenges for advertising is simply getting people to notice your messages,” which makes this work to understand Attention that much more critical.

As head of media at Anheuser Busch, Paolo is interested in bringing digital level transparency to television ad buying. He recently spearheaded a campaign on behalf of Budweiser, and with A+E Networks based on an Attention Guarantee, in which the brand was able to increase viewable impressions by 7.6%. He believes that the move to attention measurement will help both the buy and sell side move forward more effectively.

Paolo said, “Activating on Attention is an important step forward for our industry to ensure we are effectively engaging dynamic and evolving audiences. Attention measurement is a game changer for our industry, but it will take a collaborative and community effort to make this transition. We need both the buy side and the sell side to come together with a common approach.”

Also at the March meeting TAC introduced our new Publisher Working Group. This group, co-founded by Brendan Spain at The Financial Times and Roseann Montenes at A&E, will help content creators evangelize attention data and the value high-attention content can have in the marketplace.