NEUROMARKETING WORLD FORUM15 Cannes Lions Winners Analyzed > EEG study on (un)successful creative...

rEGISTER tODAY!WWW.NEUROMARKETINGWORLDFORUM.COM

YOUR ONE-STOP-NEUROMARKETING-SHOP> Latest Findings

> Newest Technologies

> Unique Keynotes

> Top of the Field: Academics, Clients & Vendors

> Neuro Market Place

INCLUDING:> Seminar “Introduction to Neuromarketing” In English & Spanish!

> Neuromarketing Leaders Meeting

> The Best Neuromarketing Networking in the World!

WITH CONTRIBUTIONS FROM:

NEUROMARKETING WORLD FORUMB A R C E L O N A M A R C H 2 5 - 2 7 2 0 1 5

Robert Heath Douglas Van Praet Michelle Adams Thomas Zoëga Ramsøy Nick Southgate Wim Ubachs Osman Dilber

And many more...

YOUR ONE-STOP-NEUROMARKETING-SHOP

GLOBAL INSIGHTS ON

BUYING BEHAVIOR!

WELCOME TO BARCELONA!Barcelona: the Neuromarketing Capital of the World

For the fourth time the Neuromarketing Capital of the World has moved. In

the creative heart of Europe, advertisers, market researchers, neuromarketing

vendors and academics will converge for the once in a year opportunity to

learn the latest fi ndings.

Themed ‘Understanding Creativity’ we address the trend we see from pure

market research to a more behavioral-oriented or integrated approach where a

better consumer understanding is the starting point for the creative process.

We look forward to the meeting and are convinced that these three days will

once again be the year’s most inspiring event!

Looking forward to welcome you in Spain!

Carla Nagel

Executive Director, NMSBA

WHY SHOULD YOU ATTEND?Join us for a one-of-a-kind event that brings together leading:

> Market researchers

> Neuromarketers

> Marketing directors / CMOs

> Neuroscientists

> Managers of Consumer Insights

> Advertising Creatives

> Media Executives

> Neuroscientists

Join professionals from over 35 countries and build an impressive international

network.

Register now at www.neuromarketingworldforum.com. Early bird rates apply until February 15.

FIND OUT WHY THIS MEETING IS FAMOUS FOR ITS SOCIAL EVENTS!Opening Reception, March 24, 8pm-10pmOpportunity to meet-up with NMSBA members and attendees of the forum.

Neuro Tapas Party, March 25, 8pm-10pmAfter a full day of inspiration, CMOs, marketers, neuromarketing CEOs and

students meet at the Neuro Tapas Party.

Exclusive dinner in ‘Casa Batlló’The Gaudi landmark in Barcelona

March 26, 9pm-11pm

An exclusive networking dinner in Casa Batlló,

a renowned building located in the center of Barcelona

and one of Antoni Gaudí’s masterpieces.

TUESDAY MARCH 24, 2015Opening Reception

10:00

11:00

11:30

12:30

13:15

14:00

15:30

16:30

17:00

20:00

EXPERIENCE IN NEURO?Attend the Neuromarketing Leaders Meeting

INTRODUCTION TO NEUROMARKETING (English)

Neuromarketing Fundamentals> What is neuromarketing?

> Neuromarketing methodologies

Bernd Weber - University of Bonn / Life&Brain GmbH

Coffee Break

Understanding Advertising> Choice and behavioral economics

> Brain as a predictor for successful advertising

Ale Smidts - Professor of Marketing Research,

Rotterdam School of Management, EUR

Practical Examples of Market Research with Consumer Neuroscience> Opportunities for better consumer understanding

> Business cases

Thomas Zoëga Ramsøy - Copenhagen Business School / Neurons Inc.

Lunch

Applying Neuromarketing to the Creative ProcessA practical, results-oriented afternoon for brands, shopper marketers,

agencies, and advertisers. Based on actual studies conducted in

neuromarketing for branding, packaging, in-store, and advertising,

Michelle and Caroline walk through a strategy for successfully

applying neuromarketing to the creative process.

Michelle Adams - Founder, Marketing Brainology

Caroline Winnett - Founder, BrandNeuro

Examples of creative success due to neuromarketing:> Visuals and details

> How the process worked –client actions for success

> The creative process and agency buy-in

Michelle Adams - Founder, Marketing Brainology

Caroline Winnett - Founder, BrandNeuro

Neurotalent of the Year 2015

Drinks

Neuro Tapas Party

INTRODUCTION TO NEUROMARKETING (Spanish)

Fundamentals of Neuromarketing> What is neuromarketing and how is it useful for business?

> Available methodologies: pros and cons of each

Cristina de Balanzó - Founder, Walnut, Marketing Sciences

Coffee Break

Fundamentals to Neuromarketing (continued)

> Understanding the advertising communication and brands from

the perspective of the brain


Fundamentals to Neuromarketing (continued)

> Practical applications of using consumer neuroscience in market research

> Opportunities for integration with existing techniques

> Review of case studies and applications


Lunch

Neuro Strategy Applied to Business> How to formulate a neuromarketing strategy

> Translating the neuromarketing strategy into a brief for agencies

and specialists

Lluis Martinez Ribes - Associate Professor,

ESADE Business School

Business Case: Binter Airlines Maintenance> Steps taken to integrate neuro fi ndings in the marketing strategy

> What lessons can be drawn from the business case

Barbara Iglesias - Commercial Director, Binter

15 Cannes Lions Winners Analyzed> EEG study on (un)successful creative elements

> Exposure times: the difference in engagement and emotional

connections

Javier Minguez - co-founder Bit&Brain Technologies

WEDNESDAY MARCH 25, 2015

20:00


T UESDAY & WEDNESDAY

DAY WORLD TRADE CENTER BARCELONA SOCIAL EVENTS

Tuesday

March 24

Opening reception

17:00 - 18:00

Wednesday

March 25

Introduction to Neuromarketing in English

9:30 - 17:00

Networking drink

17:00 - 18:00

Neuro Tapas Party

20:00 - 22:30

Introduction to Neuromarketing in Spanish

9:30 - 17:00

Neuromarketing Leaders meeting

9:30 - 17:00

Neuromarketing World Forum #4Students

13:45 - 17:00

Thursday

March 26

Neuromarketing World Forum *

8:45 - 17:00

Networking drink

17:00 - 19:30

Dinner at Casa Battló

20:00 - 22:30

Friday

March 27

Neuromarketing World Forum *

9:30 - 17:00

With break-out sessions

Networking drink

17:00 - 19:30

* Language: English (Spanish simultaneous translation available)

AT A GLANCE


Three reasons to attend the Industry Leaders Meeting> Discuss the future of neuromarketing with peers

> Learn how collaboration can grow our fi eld of study

> Actively discuss and contribute to how we can jointly develop and promote neuromarketing

Am I an Industry Leader?> CEOs/ Managing partners from neuromarketing companies

> CMOs using neuromarketing

> Professors in neuromarketing and related fi elds

08:45 Welcome to Barcelona! > Facts and fi gures about neuromarketing in Spain

> Presentation of the Neuromarketing Yearbook

Carla Nagel - Executive Director NMSBA

Antonio Casals Mimbrero - Local Chair of Spain, NMSBA

09:00 Why is Creativity so Important for Advertising? > Does it increase attention?

> What else does it do?

> Can it be measured?

Robert Heath - Associate Professor of Advertising Theory,

University of Bath School of Management

09:45 How Neuroscience can Empower (and Inspire) Marketing > The business case for creativity

> The need for better understanding the ‘why’ of advertising and

branding

Douglas Van Praet - marketing consultant and author of

Unconscious Branding

10:30 Coffee Break

11:00 The Biometrics and Effects of Humor in Media > Effects of Humor in Media

> Practical examples where humor serves and where it goes wrong

Duane Varan - CEO, MediaScience® & Professor of Audience

Research

11:30 Winning the Super Ad Bowl Using Integrated Neuroscience > Expanding the model for understanding emotional engagement

with TV advertising

> Moving closer to a defi nitive neurobiology of advertising

engagement

Carl Marci - Co-founder and Chief Science Offi cer,

Innerscope Research, Inc.

12:00 Best Practices Emerging from Global Scale Consumer Neuroscience > Types of information the brain can process fl uently

> Design elements that might distract from the message

> Types of imagery that appeal to consumers

Michael Smith - Director of Industry Relations, Nielsen Neuro

12:30 Lunch Break

EMOTIONS IN ADVERTISING13:30 The Emotional Impact of Sound vs. Visuals in Advertising > The role of music, visuals and words to drive emotions from

advertising

> How to inject emotions into your briefs and campaigns

Elissa Moses - Chief Neuro Offi cer and Head of Neuroscience

& Emotion Innovation Centre, Ipsos

14:15 Get High on Emotions Create Ads With Impact

> Beyond entertainment and surprise: how to obtain real

connections

> Higher-order emotions that serve customer loyalty

Rafal Ohme - Founder NEUROHM

15:00 Coffee Break

APPLYING NEUROSCIENCE INTO BUSINESS15:30 The Neuro Journey of an Ad Guy One of the most creative advertising people from the Netherlands

spent a whole year learning the consequences of neuromarketing

for advertising creatives. From end-result comparison to front-end

advice.

Wim Ubachs - Creative & Strategy Director - Het ei van Ubachs

(The egg of Ubachs)

16:15 Subconscious Drivers to Inspire More Effective Briefs and Communications > What every marketer should know about behavioral economics

Nick Southgate - Behavioral Economics Consultant at the UK’s

Institute of Practitioners in Advertising

21:00 Exclusive Dinner in Antonio Gaudi’s Casa Battló Become inspired by Gaudi’s extraordinary creativity while wining

and dining with your colleagues from over 35 countries.

NEUROMARKETING & CREATIVITY

09:30 Registration & Welcome Coffee

10:00 Global Trends in Neuromarketing > Worldwide developments

> Outlook for market research and neuromarketing in particular

2015-2020

Carla Nagel - Executive Director NMSBA

10:30 What CMOs Want The NMSBA partnered with the Chief Marketing Offi cers Council

to research the knowledge and demands of CMO’s on

neuromarketing.

> Knowledge about neuromarketing at the global marketing

departments

> Biggest challenges and opportunities

Leon Zurawicki - Professor of Marketing, University of

Massachusetts-Boston

11:00 Speed Dating Among Participants

11:15 Coffee Break

11:45 Neuro Against Smoking: Project Findings Results of the very fi rst international collaboration in neuromarketing

on evaluating “Anti Smoking Warnings” on cigarette packages

Michal Matukin - Scientifi c Director, NEUROHM

and 24 Participating Partners

12:15 Nielsen Neuro: An Inside Look > The challenges and the progress since the acquisition

of NeuroFocus

> Industry-wide barriers to growth

> Identifying opportunities to increase adoption and widespread

use of neuro

Joe Willke - President, Nielsen Neuro

12:45 International Cooperation Round Table Discussions

13:15 Lunch

14:15 Love isn’t in the Air (but in the Heart) The brain vs. the body: a critical comparison of EEG vs. physiological

emotion measuring techniques

Jaime Romano - Founder and CEO of Neuromarketing S.A. de C.V.

14:45 Accreditation and Certifi cation: New Standards in Neuro An introduction to the process of the new accreditation process

the NMSBA will launch as a quality mark for companies in the fi eld

of neuromarketing. Presented by the new NMSBA Board.

15:15 Coffee Break

15:30 Business Case: Neuromarketing in B2B

15:45 Bringing Neuroscience Mainstream Round Table Discussions

16:15 Wrap-Up

16:30 Final Neurotalent of the Year 2015 Competition The grand fi nal of the Neurotalent of the Year competition!

The three fi nalists will present their research led by the Neuro

Personality of the Year (the most enthusiastic young ambassador

of the fi eld).

17:00 Networking Drink Enjoy a networking opportunity with other participants.

20:00 Neuro Tapas Party

INDUSTRY LEADERS MEETINGThe day for everyone experienced in neuromarketing


WEDNESDAY MARCH 25, 2015 THURSDAY MARCH 26, 2015 SIMULTANEOUS TRANSLATION

IN SPANISH AVAILABLE ALL DAY!

NEURO-INGREDIENTS OF SUCCESSFUL ADVERTISING09:30 The Neuroscience of Effective Storytelling > How the brain processes stories and how this is helping your brand

> Maximizing the impact on lasting brand memories

Sarah Walker - Global Neuroscience Practice Director,

Millward Brown

10:00 How to Predict Social Media Success > Fueling social media performance wit facial expressions analysis

> Human emotion meets big data - the ultimate emotional

intelligence for marketers

> Lessons for more engaging video content

Mihkel Jäätma - CEO, Realeyes

10:30 The Creative Brain and Advertising (In)Effectiveness > How creativity can be enhanced

> Factors that reduce the effectiveness of otherwise highly creative

advertising

Richard Silberstein - Chairman Neuro-Insight Pty. Ltd.

11:00 Coffee Break

NEUROMARKETING IN BUSINESS11:30 Tropicana’s Tone of Voice The success of PepsiCo´s Tropicana launch in Turkey powered by

neuromarketing

Osman Dilber - NCB (Non-Carbonated Beverages) Marketing

Manager, PepsiCo

Yener Girisken - CEO, Thinkneuro

12:00 Practitioner’s Point of View: Fostering Creativity by Neuroresearch > Next step: the why of measured emotions

> The impact of different media environments on the message

Tadeusz Zorawski - CEO, Universal McCann Poland

12:30 Lunch Break

During the lunch break, the main stage will be taken over by the

Neuro Market Place (optional)

NEURO MARKET PLACE: Your one-stop-neuromarketing-shop During lunch, the stage will be fi lled with fi ve- minute speed pitches

by neuro vendors, in the hall vendors will present better and

innovative ways to help you to understand your customers and

prospects.

> Learn more about neuromarketing technologies

> Listen to the fi ve minute pitches

> Learn about the newest technologies

A note to vendors: this is your time to shine, pitch in fi ve minutes to

prospective new clients (subject to availability).

BREAK-OUT SESSIONS choose from:

PRACTICE

13:45 Turner Broadcasting Testing Emotional Engagement and Advertising Effectiveness Pablo Verdin - Global Head of Research, Turner Broadcasting

(a Time Warner Company)

Marc Rothuizen - Owner, Neurensics Latin America

14:15 The Moltex Case Using neuromarketing to validate human-centric marketing strategies

Dr. María López - CEO of Bit&Brain Technologies,

a spin-off company of the University of Zaragoza

14:45 Neuromarketing & Clothing Product Design > Testing the sense of touch

Angelica Micallef Trigona - Chief Marketing and Operations

Offi cer, AAT Services Ltd.

THEORY

13:45 The Selection of Neuromarketing Tooling Peter Hartzbech - Founder/CEO, iMotions A/S

Thomas Zoëga Ramsøy - Copenhagen Business School /

Neurons Inc.

14:15 How Consumers Process TV Commercials Insights into brain responses to different execution styles

Linda Couwenberg - PhD Candidate, Rotterdam School of

Management, EUR

14:45 Language is Claimed by Creativity > Effectiveness of thoughtful messages

Nora Sarmiento Prüter - Psychologist University Konrad Lorenz,

Colombia

15:15 Coffee Break

15:45 Keynote Speaker; to be announced

16:45 Conference Wrap-Up and Announcement of Next Year’s Host City

17:00 Farewell Cocktail Hour

(a Time Warner Company)

SPANISH SIMULTANEOUS TRANSLATION

AVAILABLE!

FR IDAY MARCH 27, 2015

VENUEThe Neuromarketing World Forum will take place at the Barcelona World Trade Center located near the old harbor and within walking distance of Las Ramblas in downtown Barcelona. Address: Moll de Barcelona s/n, 08039, Barcelona.

HOTEL / ROOM BLOCKThe NMWF has a room block in the Eurostars 5* Grand Marina Hotel GL, next to the WTC. Moll de Barcelona WTC, Ciutat Vella, 08039 Barcelona, Spain

Book before Jan 19€ 170 + 10% IVA (for conference nights) single use* including breakfast and WiFi ** To take advantage of the special rate, book your hotelroom via the conference registration form. More info: offi [email protected]

ATTRACTIVE AIRFARES FOR PARTICIPANTSThe airlines of SkyTeam, Offi cial Alliance Network for our event, are offering participants attractive airfares. SkyTeam comprises 20 leading international airlines, serving 1,052 destinations.To book your fl ight now, visit the SkyTeam Global Meetings website and enter Event ID: 2754S

IMPORTANT: YOU MIGHT NEED A VISA TO ENTER SPAIN!If you are traveling to Europe, please check which documents are necessary to enter the country!

ENGLISH & SPANISHEnglish is the offi cial language of the conference. There will be simultaneous translation into Spanish at all sessions on Thursday and Friday. On Wednesday, the “Introduction to Neuromarketing” will be held in both English and Spanish to stimulate interactivity. The Neuromarketing Leaders Meeting is only in English.

PROGRAM COMMITTEEThe Neuromarketing World Forum program committee 2015 consists of the following individuals:Elena Gispert, Market Research Manager, Danone (Spain / FMCG)Guilherme Horn, CEO ORAMA (Brazil / Banking)José Paulo Marques dos Santos, Assistant Professor ISMAI (Portugal / Science)Josep Hernandez, Senior Director of Communications Planning, Mondelez International (Spain / FMCG)Patryk Zamorski, Business Development & Marketing Director, Dentons (Poland / Law fi rms)Tanusree Dutta, Assistant Professor, Indian Institute of Management Ranchi (India / Science)Wim Ubachs, Creative & Strategy Director, Ei van Ubachs (Netherlands / Creative Industry)

NEUROMARKETING SCIENCE & BUSINESS ASSOCIATION (NMSBA)The Neuromarketing World Forum is the annual event of the Neuromarketing Science & Business Association (NMSBA). The NMSBA is headquartered in the Netherlands. For all your questions about the NMSBA visit or contact us via the contact details below. Preferably within Dutch business hours (GMT+1) or by appointment.Burgemeester van Rijnsingel 20B 5913 AN Venlo, the Netherlands Phone: +31 777 850 090 Email: offi [email protected]

THE #NMWF15 TEAMCarla Nagel, Managing DirectorMarisol Bisschops-Alvarez, Project CoordinatorFemke van Zandvoort, Registration and Logistical InformationSara Hoefl aken, Sponsoring and ExhibitionSimone Oude Luttikhuis, Marketing and Media


SPONSORSPlatinum

Gold Silver

Media Partners:

CONFERENCE SPONSORSHIP & ADVERTISEMENT OPPORTUNITIESTo review a complete list of conference sponsorship & advertisement opportunities

with associated benefi ts, please contact Sara Hoefl aken: [email protected]

ORGANIZED BY: NMBSA EventsBurgemeester van Rijnsingel 20B, Venlo, The Netherlands

offi [email protected], +31 77 850 090 (GMT +1:00)

www.nmsba.com

Registration Costs Early Bird Regular

Conference pass € 1899 € 2199

Special rates apply for NMSBA members!Save up to 15% on your registration: join today on www.nmsba.com/join

Early bird ends February 15, 2015



NEUROMARKETING WORLD FORUM15 Cannes Lions Winners Analyzed > EEG study on (un)successful creative...

Documents

Transcript of NEUROMARKETING WORLD FORUM15 Cannes Lions Winners Analyzed > EEG study on (un)successful creative...