Neuromarketing — Mad Scientists Meet “Mad Men”?
Jun 30, 2010
The rise of neuromarketing’s recent popularity is due to a natural but not always discriminating rush to try new things. Especially in this area, where new technology has the potential to expose the workings of the brain, many are being led to suggest that with neuromarketing, marketers can potentially flip a “buy” switch in consumers. Download this article with color images [PDF]
Why a Number Paints a 1,000 Pictures
May 26, 2010
Mark Fiddes, Executive Creative Director, Draftfcb London
Where do you start having ideas? I asked my first creative director that question and he replied that he got them from a barman in Soho, who got them from a bloke who came in every Thursday, who got them from a carpet salesman in Liverpool. And where he found them, he had not a clue.
Our most vivid and resonant ideas come from impressions of the real world about us, not the concoctions of pure fancy. Allow me, then, to contend that there may exist a property in numbers and what they tell us that is intrinsically creative. Less proscriptive than words. More prescriptive than pictures. A better springboard for creative thinkers. Download this article with color images [PDF]