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NEUROMARKETING
WORLD FORUM
B A RCE LO N A M A RCH 25-27 2015
GLOBAL
INSIGHTS ON
BUYING
BEHAVIOR!
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:
Robert Heath
Douglas Van Praet
Michelle Adams
Thomas Zoëga Ramsøy
Nick Southgate
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WWW.NEUROMARKETINGWORLDFORUM.COM
Wim Ubachs
Osman Dilber
And many more...
NEUROMARKETING
WORLD FORUM
T U E S DAY & W E D N E S DAY
TUESDAY MARCH 24, 2015
B A RC E LO N A M A RCH 25-27 201 5
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 findings.
AT A GLANCE
DAY
WORLD TRADE CENTER BARCELONA
Tuesday
March 24
Wednesday
March 25
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.
Networking drink
17:00 - 18:00
Neuro Tapas Party
20:00 - 22:30
Neuromarketing World Forum #4Students
13:45 - 17:00
Looking forward to welcome you in Spain!
Thursday
March 26
INTRODUCTION TO NEUROMARKETING (English)
INTRODUCTION TO NEUROMARKETING (Spanish)
10:00
Neuromarketing Fundamentals
> What is neuromarketing?
> Neuromarketing methodologies
Bernd Weber - University of Bonn / Life&Brain GmbH
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
11:00
Coffee Break
Coffee Break
11:30
Understanding Advertising
> Choice and behavioral economics
> Brain as a predictor for successful advertising
Ale Smidts - Professor of Marketing Research,
Rotterdam School of Management, EUR
Fundamentals to Neuromarketing (continued)
> Understanding the advertising communication and brands from
the perspective of the brain
Cristina de Balanzó - Founder, Walnut, Marketing Sciences
12:30
Practical Examples of Market Research with Consumer
Neuroscience
> Opportunities for better consumer understanding
> Business cases
Thomas Zoëga Ramsøy - Copenhagen Business School / Neurons Inc.
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
Cristina de Balanzó - Founder, Walnut, Marketing Sciences
13:15
Lunch
Lunch
14:00
Applying Neuromarketing to the Creative Process
A 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
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
15:30
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
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
16:30
Neurotalent of the Year 2015
17:00
Drinks
20:00
Neuro Tapas Party
SOCIAL EVENTS
Introduction to Neuromarketing in English
9:30 - 17:00
Neuromarketing Leaders meeting
9:30 - 17:00
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)
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.
Opening Reception
WEDNESDAY MARCH 25, 2015
Opening reception
17:00 - 18:00
Introduction to Neuromarketing in Spanish
9:30 - 17:00
We look forward to the meeting and are convinced that these three days will
once again be the year’s most inspiring event!
Carla Nagel
Executive Director, NMSBA
20:00
FIND OUT WHY THIS MEETING IS
FAMOUS FOR ITS SOCIAL EVENTS!
Opening Reception, March 24, 8pm-10pm
Opportunity to meet-up with NMSBA members and attendees of the forum.
Neuro Tapas Party, March 25, 8pm-10pm
After 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.
Business Case: Binter Airlines Maintenance
> Steps taken to integrate neuro findings in the marketing strategy
> What lessons can be drawn from the business case
Barbara Iglesias - Commercial Director, Binter
EXPERIENCE IN NEURO?
Attend the Neuromarketing Leaders Meeting
rEGISTER tODAY!
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W E D N E S DAY M A RC H 25, 2015
T H U R S DAY M A RC H 26, 2015
INDUSTRY LEADERS MEETING
NEUROMARKETING & CREATIVITY
SIMULTANEOUS
TRANSLATION
IN SPANISH
AVAILABLE
ALL DAY!
The day for everyone experienced in neuromarketing
08:45
Three reasons to attend the Industry Leaders Meeting
> Discuss the future of neuromarketing with peers
> Learn how collaboration can grow our field of study
> Actively discuss and contribute to how we can jointly develop and promote neuromarketing
09:00
Am I an Industry Leader?
> CEOs/ Managing partners from neuromarketing companies
> CMOs using neuromarketing
> Professors in neuromarketing and related fields
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 Officers 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 first international collaboration in neuromarketing
on evaluating “Anti Smoking Warnings” on cigarette packages
Michal Matukin - Scientific 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 Certification: 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 field
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 final of the Neurotalent of the Year competition!
The three finalists will present their research led by the Neuro
Personality of the Year (the most enthusiastic young ambassador
of the field).
17:00
Networking Drink
Enjoy a networking opportunity with other participants.
20:00
Neuro Tapas Party
09:45
Welcome to Barcelona!
> Facts and figures about neuromarketing in Spain
> Presentation of the Neuromarketing Yearbook
Carla Nagel - Executive Director NMSBA
Antonio Casals Mimbrero - Local Chair of Spain, NMSBA
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
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
12:30
Lunch Break
EMOTIONS IN ADVERTISING
13:30
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 Officer 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 BUSINESS
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 definitive neurobiology of advertising
engagement
Carl Marci - Co-founder and Chief Science Officer,
Innerscope Research, Inc.
12:00
Best Practices Emerging from Global Scale Consumer
Neuroscience
> Types of information the brain can process fluently
> Design elements that might distract from the message
> Types of imagery that appeal to consumers
Michael Smith - Director of Industry Relations, Nielsen Neuro
15:30
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.
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F R I DAY M A RC H 27, 2015
SPANISH
SIMULTANEOUS
TRANSLATION
AVAILABLE!
NEURO-INGREDIENTS OF SUCCESSFUL ADVERTISING
09:30
10:00
10:30
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
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
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
11:30
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
BREAK-OUT SESSIONS choose from:
PRACTICE
13:45
14:15
14:45
NEUROMARKETING IN BUSINESS
12:00
12:30
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
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
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
Neuromarketing & Clothing Product Design
> Testing the sense of touch
Angelica Micallef Trigona - Chief Marketing and Operations
Officer, 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
NEURO MARKET PLACE:
Your one-stop-neuromarketing-shop
15:15
Coffee Break
During lunch, the stage will be filled with five- 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 five minute pitches
> Learn about the newest technologies
A note to vendors: this is your time to shine, pitch in five minutes to
prospective new clients (subject to availability).
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
VENUE
The 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 BLOCK
The 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: office@nmsba.com
ATTRACTIVE AIRFARES FOR PARTICIPANTS
The airlines of SkyTeam, Official Alliance Network for our event, are offering participants attractive
airfares. SkyTeam comprises 20 leading international airlines, serving 1,052 destinations.
To book your flight 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 & SPANISH
English is the official 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 COMMITTEE
The 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 firms)
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)
Lunch Break
During the lunch break, the main stage will be taken over by the
Neuro Market Place (optional)
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: office@nmsba.com
THE #NMWF15 TEAM
Carla Nagel, Managing Director
Marisol Bisschops-Alvarez, Project Coordinator
Femke van Zandvoort, Registration and Logistical Information
Sara Hoeflaken, Sponsoring and Exhibition
Simone Oude Luttikhuis, Marketing and Media
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NEUROMARKETING
WORLD FORUM
B A RCE LO N A M A RCH 25-27 2015
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CONFERENCE SPONSORSHIP & ADVERTISEMENT OPPORTUNITIES
To review a complete list of conference sponsorship & advertisement opportunities
with associated benefits, please contact Sara Hoeflaken: sara@nmsba.com
ORGANIZED BY:
NMBSA Events
Burgemeester van Rijnsingel 20B, Venlo, The Netherlands
office@nmsba.com, +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
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