Warc Advertising Research 2013: Researching the implicit memory

Brian Carruthers

Launching the 2013 Warc Advertising Research conference in London, on the subject of researching the implicit memory, keynote speaker Mark Earls, of the Herd Consultancy, joked that attendees could play a game of neuromarketing bingo based on the mention of certain key words and phrases. Sure enough, 'System One' and 'System Two' thinking made early appearances, as did 'somatic markers' and 'cognitive biases'.

At the same time, there was regular name-checking of influential figures such as Daniel Kahneman, the psychologist, and Robert Heath, the planner-turned-academic whose seminal work on the notion of low-involvement processing first appeared in Admap magazine nearly 15 years ago.