Shots: How to use neuroscience to maximise creativity

03 May 2017

Shots is the world’s leading commercials title; providing news, insight and inspiration for creatives at an international level. In this gripping interview, our ECD James Digby-Jones explores the world of neuroscience.


Neuromarketing is not about hard data or crunching numbers, but augmenting creativity and intuition. We’re emotional beings with 95 per cent of our purchase decision-making taking place in the subconscious mind.

It makes sense that ad campaigns with an emotional hook outperform those based on logical thinking – sometimes two-to-one. Neuromarketing opens up a whole new world; a better understanding of subjective responses to creativity, enabling us to create more engaging communication.

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