The Last Word: TRG’s Scott Luther on Why ‘Attention Metrics’ Drives Agency’s New Group

“People are not one-dimensional.”

Scott Luther
Head of Connections Strategy & Brand Performance Marketing
.…on why “human attention metrics” are a big driver of the agency’s new Brand Performance Group.

Two months ago, Dallas-based ad agency TRG launched its new “whole human” approach, with the slogan “To earn people’s attention, we must pay attention to people.” Now the agency aims to do that with a whole new Brand Performance Group based around human attention metrics.

“People aren’t always rational and consistent—we can’t expect a simple, logical plan to work every time,” Luther said in a statement. “Truly captivating and moving people requires heart and magic.”

“The way we connect with people through our campaigns must be multifaceted—rich with insights into how humans actually live, work, connect, and unwind,” he added. “We need to treat their attention as preciously as they do, so our approach to brand performance is all about balance: attention and action, broad and targeted, short- and long-term growth.”

TRG’s new Brand Performance Group will identify attention-rich opportunities for brands that balance long-term brand-building and short-term sales objectives. Rather than competing for a slice of the budget pie or debating YouTube vs. TikTok, the agency says, the team focuses on what these platforms have in common: opportunities to earn people’s attention.

TRG, formerly known as The Richards Group, says its Brand Performance Group is among the industry’s early adopters of human attention metrics, exploring partnerships with platforms like Amplified Intelligence, System1, Adelaide, Integral Ad Science, and others. “The group will work closely with TRG’s creative and strategy teams to create more effective media strategies and more inspired creative ideas,” the agency added.

“TRG is all about the power of ‘and’,” TRG Chief Strategy Officer Christopher Ferrel said.

“Brand and performance, emotion and promotion, art and science. A mountain of evidence-based marketing research supports this, and we’ve seen it firsthand,” he added. “Our creative and media work together to earn the attention of those in the market both today and in the future. This is key to our ‘whole human’ approach and one of the first proof points of our more memorable, meaningful work.”

For more of who said what about all things North Texas, check out Every Last Word.

Get on the list.
Dallas Innovates, every day.

Sign up to keep your eye on what’s new and next in Dallas-Fort Worth, every day.

One quick signup, and you’re done.

R E A D   N E X T