P&G and Time Warner Presentations Ranked Most Engaging at Inaugural ANA Creativity Conference, Results Based on Biometric Audience Reaction
December 16, 2010 - New York, NY - James Moorhead, Old Spice Brand Manager for Procter & Gamble, and Mark D'Arcy, President and Chief Creative Officer for Time Warner, delivered the most engaging presentations overall at the inaugural ANA (Association of National Advertisers) Creativity Conference, presented by Yahoo!, held Wednesday, December 8, in New York City. The rankings come from Innerscope Research, Inc., which used biometric monitoring technology on a portion of attendees in a live demonstration study that measured real-time unconscious emotional engagement with the speakers throughout the day.
Some of the engaging individual moments included:
- Mr. Moorhead describing how Old Spice's "The Man Your Man Could Smell Like" campaign led to an actual marriage proposal that was accepted.
- Mr. D'Arcy sharing inspiring anecdotes that the audience found personally relevant, such as how "creativity won" when media fragmentation and changes in the industry launched a "quest to find answers" that was "led by brave marketers"
- Sharon Hartley, Executive Vice President, Marketing and Sales, North America for Crayola, surprising the audience with the news that the company, known for low tech crayons, recently won a prestigious high tech toy award
The most engaging video shown was the "Green Police" montage that Scott Keogh, Chief Marketing Officer of Audi of America, and Paul Venables, Founder and Creative Director of Venables Bell & Partners, incorporated into their remarks. Their presentation focused on how Audi used creative and aggressive marketing to change attitudes in the U.S. toward the German luxury automaker.
Innerscope's biometric monitoring system measures unconscious emotional response by tracking changes in heart rate, breathing, skin sweat, and motion. The medical grade technology comes in a thin, lightweight band worn directly on the skin around the lower rib cage. The physical indicators of emotion are monitored passively, so participants experienced the conference like any other attendee. Patent-pending algorithms based on a modern understanding of the brain were used to process millions of bits of biologically-based information to deliver results immediately to the conference attendees.
"Each of the presentations at our inaugural Creativity Conference spoke to the importance of originality in marketing," said Bill Duggan, ANA Group Executive Vice President and a participant in the study. "Innerscope's technology helped us pinpoint the pinnacles from throughout the day, and showed that the element of surprise in a presentation is what really reaches an audience."
Dr. Carl Marci, CEO and Chief Scientist for Innerscope Research, was pleased with the results and the demonstration project. "Great stories told well, engaging videos, and simple take-home messages consistently increased the audience's emotional engagement during presentations," said Dr. Marci. "We appreciated the opportunity to bring real-time results based in neuroscience to the ANA conversation on creativity."
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About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit www.ana.net, follow us on Twitter, join us on Facebook, or visit our YouTube channel.
Innerscope Research, Inc. is dedicated to solving difficult market research questions by measuring and analyzing unconscious emotional responses to media and marketing stimuli. With its breakthrough Biometric Monitoring SystemTM, Innerscope accurately predicts consumer behaviors, providing Fortune 100 advertisers and media companies with an unprecedented level of consumer insight. Founded by Harvard and MIT scientists, Innerscope leverages the latest advances in biometrics, neuroscience and eye tracking to measure moment-to-moment emotional engagement, the primary driver of behavior and choice. For more information, visit www.innerscope.com or Innerscope's YouTube channel.
CooperKatz & Co. for the ANA
CooperKatz & Co. for the ANA
Conover Tuttle Pace for Innerscope Research, Inc.