Subtlety, agility and differentiation: Three routes to neuromarketing success
"Neuro is not exclusively used for testing. Once you feel empowered – as an agency or a client – to act, none of us can ignore neuro. And there's no point in a client testing something with a neuro lens if it hasn't been created with one, too."
So said Trish Rajo Brea, senior CMI manager for global laundry at FMCG giant Unilever. She was speaking to a packed Brainy Bar session held in London in September 2016, jointly organised by Walnut Unlimited, a neuroscience consultancy, and Warc.
De Balanzo talks...