culture, brains & ads that speak to us
How do subtle factors like our values, differing media environments and cultural foundations influence how we watch content?
In this talk, Dan Iwasa-Madge from Brainsights focused on the interplay of culture and storytelling: How do subtle factors like our values, differing media environments and cultural foundations influence how we watch content? What makes for powerful storytelling in the USA vs Canada? Based on extensive neuroscience research, Dan showcased a number of ads that performed well in their intended markets, but would fall apart when exported elsewhere – and why.
leads product and analysis at Brainsights, managing the team that creates powerful visuals and actionable insights for Brainsights’ clients. Dan has experience in both the academic and advertising agency worlds. He has led Advanced Analytics at one of the largest media agencies in Canada, collaborated with global centers of excellence on international analytics initiatives for the likes of Procter and Gamble, Revlon and CIBC, and provided data strategy consultancy services to a variety of brands and agencies.
Brainsights is a technology and human insights company that focuses on what’s happening under the surface: They employ bio-metric measurement technology that records the non-conscious response of people to stimuli – news, ads, programs, education, products – to surface the unconscious biases that influence behaviour.