Advertisers’ new insight into the brain

Erik du Plessis

Erik du Plessis, CEO of Millward Brown South Aftrica, believes that new brain-scanning techniques and new thinking on emotion are revolutionising advertising practices.

Advertisers' New Insight into the Brain

Erik du PlessisMillward Brown

Recent new insights into how the human brain works are more than just a breakthrough: they involve a paradigm shift. It is tantamount to our having a new set of spectacles to understand the consumer, advertising and marketing, and to review the mass of data we hold.

However, we need to be careful not to confuse the availability of new technologies with which to see into the brain with the paradigm shift that is happening.

It is true that new scanning techniques allow us to peek into a functional...

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