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Examining Neuroscience-based Advertising with Dr. Manuel Garcia-Garcia

Hello Action Designers!

We are happy to announce our December 2016 speaker: Dr. Garcia-Garcia of the Advertising Research Foundation and NYU Stern. Special thanks to ideas42 for providing their space. 


As consumer behavior is changing, marketing professionals are asking how advertising works today. Advertisers want to know how they can build brand relevance while trying to discover new methods of connecting with consumers. To crack the code on today’s best advertising strategies, the Advertising Research Foundation, a leader in exploring and promoting neuroscience-based research methods, has conducted new research that identifies which creative executions and strategies result in more sales.

Dr. Garcia-Garcia will present his research, addressing three key issues:

1) How does advertising build brands in the brain?

2) How do different creative platforms interact to generate synergy and priming effects?

3) How can advertisers optimize creative, cross-platform campaigns to achieve better results?


6:30PM - Open networking

7:00PM - Brief introduction to Action Design NYC and ideas42

7:15PM - Presentation from Dr. Garcia-Garcia

8:00PM - Q&A with the audience

8:15 - Closing remarks and group announcements


Dr. Garcia-Garcia is currently SVP, Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation. In this role he works on cross-platform ad effectiveness and other applications of neuroscience with a special focus on mobile advertising creative and delivery. Previously, as Neuroscience Director at Nielsen, he worked with an integrated research team to ensure the scientific integrity of the company’s project pipeline.

As a strong thought leader, Dr. Garcia-Garcia leverages expertise in consumer neuroscience and best-practice research methodologies to drive the delivery of valuable insights. As a public speaker, his work has been featured in multiple industry events such as Advertising Week, ARF ReThink! and Audience Measurement, ESOMAR, Neuromarketing World Forum, Univision Leading the Change, Nielsen C360 among many other global conferences. 

Dr. Garcia-Garcia is also an Adjunct Professor of Consumer Neuroscience in the graduate school of NYU Stern School of Business. He develops and delivers the curriculum of one of the first courses of its kind in a business school.


ideas42 has a clear mission: to use their unique experience as a nonprofit at the forefront of behavioral science to change millions of lives. ideas42 creates innovative solutions to tough problems in economic mobility, health, education, criminal justice, consumer finance, energy efficiency and international development. Their approach is based on a deep understanding of human behavior and why people make the decisions they do. Working closely with partners from government, foundations, NGOs and companies, ideas42 has more than 50 active projects in the United States and around the world.

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