Turning Attention into Action

Ingenuity Breakfast Event – 26 November 2019


Any business will know that a lot of time, effort and money goes into getting people’s attention. Getting noticed – whether by potential customers or some other type of stakeholder – is hard work, and it’s even harder to convert that hard-won attention into action!

So how do we get people to take action, to ‘participate’? To move from standing on the sidelines to behaving in a way we want them to: be that making a purchase, spreading the word about our business or even being involved in the co-creation of our products and services?

At this Ingenuity breakfast event, Dr Lucy Bradnock, Assistant Professor of Modern and Contemporary Art History at the University of Nottingham, will explore parallels with the world of participatory art, which directly engages the audience in the creative process. Drawing on examples from art and culture, Lucy will look at how we can galvanise people to act.

Joining Lucy, Tim Bassford, Creative Director at Spinning Clock, will look at how brands are driving behavioural change through interactive media and experiential marketing. Tim will explore how ‘participation’ increases an audience’s emotional investment and willingness to commit – and how we might exploit this in our own business practices.

Join us at this final event in our 2019 Ingenuity programme, for great networking, a hearty free breakfast and the chance to learn something new.


Our speakers

Dr Lucy Bradnock
Assistant Professor in History of Art, Faculty of Arts 

Dr Lucy Bradnock is Assistant Professor of Modern and Contemporary Art History. Her research focuses on the politics of participation, attention, and agency in visual art and experimental theatre.



Tim Bassford
Creative Director, Spinning Clock

Spinning Clock is a strategic design and interactive agency with a passion for delivering intelligent creative solutions.They work with progressive and transformative organisations who share their desire to explore innovative technologies and bring about change. They deliver results-driven brand, design, digital and interactive projects for a wide variety of private and public sector clients. Their collected industry expertise spans healthcare, life sciences, manufacturing, software and IT services, entertainment and events, sports and leisure.

The programme

07:45 – 08:10       Registration, breakfast and networking
08:10 – 08:15       Welcome and introductions
08:15 – 09:00       Keynote
09:00 – 09:10       Q&A
09:10 – 09:30       The Shop Window
09:30…                  Networking – for those that want to stay on

State Aid

This event is part-funded by the European Regional Development Fund 2014-2020 and is part of Productivity Through Innovation. This event is classed as State Aid to participating businesses, the value of which is £100, but is delivered completely free of charge to participants.

The ‘Shop Window’

The Shop Window is your chance to take the floor to make a brief presentation to the room about something you are looking for help with.

From a business? Sorry, but the Shop Window isn’t the time for a “60 second pitch”. Feedback from our network members tells us that our businesses want something different from Ingenuity. But it is your opportunity to do some research of your own: request volunteers for new product or service trials, ask if anyone has any recommendations for difficult-to-find suppliers, or simply share some news that the audience might not find out about otherwise.

From the University? If you have a business-facing project or want to work with local small and medium-sized businesses as part of your research, this is your opportunity to make contact with business owners. Our network members are already interested in what happens at the University and may be interested in participating with your initiative.

If you would like to participate in the Shop Window just drop us a line.

The venue

The Institute of Mental Health Building, University of Nottingham Innovation Park. View on Google Maps.

Book your place now…

What are you doing with my data?

We will add the data you provide on this form to our Customer Relationship Management system for the purposes of administrating this event, communicating with you about it and facilitating your company’s relationship with the University. We may also contact you about similar events in the future.

We are required by our funders (the European Regional Development Fund) to report which companies have attended our events as part of Productivity Through Innovation, so your data will also be used to comply with the reporting and monitoring requirements of our funders.

For further details on how your data is used and stored visit: https://ingenuitygateway.com/privacy-and-cookie-policy/

If you have any questions about registering for this event, please contact georgia.ames@nottingham.ac.uk.

Fill out my online form.



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