Sarah Walker #ogilvychange lab day

1. How neuroscience
helps brands tell
better stories
Sarah Walker
VP, Neuroscience Innovation
Millward Brown

2. ?
?
?

3. How we
How we
think about
measure
communications
communications

4. +

5. &

6. 4000+
Ads
&
200+
Clients
60+
Markets

7. How we
How we
think about
measure
communications
communications

8. INSTANT
MEANING
Stories

9. Engage people
Emotional journey
Stories
Deliver messages
Build associations

10. But…the brand has to have a role in the
story

11. Many different roles can work – providing they
are well executed
‘HERO’
Positivity
Not more
appealing
More
appealing
Negativity
Problem set-up
‘ENABLER’
‘LEAD CHARACTER’
Resolution
‘REWARD’

12. The brand needs to be credible in the story

13. With no narrative arc it is hard to generate any reactions
‘JOY’
Smile
Frown
Surprise
Disgust

14. Stories help brands
engage people and
overcome their
indifference
Neuroscience
can help brands
better
understand
the stories they tell