Attention is collapsing — brand love with Catherine Martel

Attention is collapsing. 3 years ago, an Instagram/TikTok video got 6 seconds. Now 3,5. Next year — 2?

My guest doesn't blink: "If you think that you're able to build a brand in less than 2 seconds, you are fooling yourself." 5M impressions? "That doesn't mean anything." Success is measured "through belonging"

AI agents as the community members? "B2B is business to bots." They now shop for real people, scrape for real people, learn from Reddit. Her take on GEO: "To talk to the bots is to talk to humans who are creating content for the bots." I push back. Budgets. KPIs. A different audience. Her answer is brand love: "You need to already be in the decision set." And if it all goes wrong? "Thank God, we're not in that Black Mirror episode yet"

My guest is Catherine Martel, Director at Haus of Park, a play-based marketing agency that has built interactive Twitch campaigns for Red Bull, ARGs for Paradox Interactive and Don't Nod's Lost Records, and a Mr. Robot takeover at Comic-Con for USA Network. Now — brandable games with Twitch and Amazon Ads

Inside her agency AI is "an external strategic brain." Napkin drawing in. Clickable prototype out. In days. But some clients ban AI right in the contract. Her rule: "It will never be the end product. It will never be the campaign itself." And the deadlines? "I've never had such tight timelines in my entire career"

Advice for founders who want to start an agency? Find your bold. Find your fun. "We're an industry of play, so we should be able to find play every day"

Watch on YouTube 👈️️️️️️

Listen on Spotify 👈️️️️️️

Part of my GameOutsiders documentary

One open question remains: Separate budget for AI agents, or treat them as people? Comment plz👇