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The Science of Memory Making in Advertising

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Location

Museum of Brands

111-117 Lancaster Road

Notting Hill

London

W11 1QT

United Kingdom

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Refund Policy

No Refunds

Event description

Description

This event is part of the Museum of Brands’ professional development programme: a series of talks, workshops and masterclasses in 2019. With a focus on brand, marketing and advertising, these sessions enable attendees to delve deeply into various aspects of these broad subjects.

Overview

Advertising means telling stories, but how can you be sure you are creating a brand story that is impactful and enduring in the mind of the consumer?

Dr Hamish McPharlin, Head of Insight at BBC Global News will take you through a journey of discovery in learning how emotion in branded content storytelling works to raise the equity of a brand and imprint itself in long term memory. You will be introduced to the ways that BBC Global News measures the impact of its branded content; award winning research methods that include psychological techniques and neuroscience conducted on a multi-country scale.

What you will learn

You will explore some of the amazing findings that the research programme has discovered; which narrative techniques work best to trigger long-term memory encoding of advertising, how storytelling can deliver an optimal emotional experience, and how both work to drive effective outcomes for brands.

Agenda

6.30-7pm Afterhours access to the Museum of Brands. Explore the collection of 150 years of packaging history with drinks available from the bar.
7-8pm Talk with Dr Hamish McPharlin
8-8.30pm Q&A and discussion
8.30-9pm Last chance to explore the Museum

About the speaker

Dr Hamish McPharlin is Head of Insight at BBC Global News. His research team tracks the health and consumption of the BBC News brand worldwide, using the latest in analysis technologies and data visualisation techniques. In addition, his audience research programme assists in optimising advertising strategy on BBC World News and BBC.com. Prior to the BBC, Hamish was Director of Research at award-winning London-based research agency Decipher for 10 years. He has a Marketing Degree and a PHD in Communications Studies from Murdoch University.

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Date and Time

Location

Museum of Brands

111-117 Lancaster Road

Notting Hill

London

W11 1QT

United Kingdom

View Map

Refund Policy

No Refunds

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