Manchester-based PR and social agency Tangerine has launched Project 10 — a new proprietary storytelling framework underpinned by a £1.2m investment in artificial intelligence.
The new offer is designed to help brands capture and hold audience attention in an increasingly fragmented digital landscape, with a focus on driving long-term brand consideration and growth.
Project 10 combines Tangerine’s Intel and creative teams with AI-powered technology to deliver dynamic, adaptive content optimised in real time. The agency says it’s built on ongoing research into attention science, with the framework specifically engineered to hold viewers’ focus for longer than 10 seconds — a key threshold for long-term impact, according to the firm.
“Attention was a big theme this year at Cannes,” said Anna Rashid, Chief Digital Innovation Officer at Tangerine. “The winning campaigns collectively declared, ‘Big results demand big attention’ — it is the new currency of effectiveness.
“Our research shows that fleeting views don’t cut it anymore. Brands need deep, lasting attention to truly change perceptions and drive results. With Project 10, we’re seeing attention consistently increase, delivering average watch times of often 30 seconds, and in some cases, such as Specsavers’ Worst Team campaign, viewers stayed engaged for almost 10 minutes.”
Rashid added that this deep engagement is already showing tangible returns: “Crucially, this deep engagement directly and positively translated into ROI, proving, in practice, the findings of our study.”
Tangerine says Project 10 is now being rolled out to clients across sectors looking to cut through the noise and earn meaningful engagement.
