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Neuromarketing – How to find success in an unpredictable future

March 7, 2019 @ 6:00 pm - 8:00 pm


How will the technological revolution impact on marketing and, more specifically, on my job? What will the agency or a successful marketing department of the future look like? Who will lead these agencies or departments? Who will work there – what are the new skills required? And, importantly: What do we need to do today – as staff or leaders – to get ready for this future?

A neuroscience perspective allows us to make sense of the future. The fundamental drivers of behaviour, hard-wired in our brains, have not changed over the last four to five million years and they won’t change because of the technological revolution.

Our understanding into what drives human behaviour allow us to understand the impact of the technological revolution on consumer and shopper behaviour; where we will be able to reach them and what we will need to create to shape their behaviour; how brain plasticity will set new standards for marketing communications; and what the new Critical Success Factors will be.

This, in turn, allows us to appreciate the capabilities agencies as well as marketing departments will need to develop to succeed in this environment; the skills and abilities employees and their leaders need to develop; and the systems, structures and processes that will align this operation with emerging new markets.

In short, this session focuses on what agencies and marketing departments, their leaders and their staff may find most relevant: To work out how to be successful in what appears to be a highly unpredictable future.


Dr Peter Steidl (MBA, PhD)
Principal, Neurothinking; Co-founder, 12MinutesToday

Peter worked with universities in Austria and Australia before taking up a career as a strategic consultant, presenter and writer. He has carried out consulting assignments in twenty countries on five continents. His client list includes Fortune Global 100 corporations, advertising agencies and the media. 

Peter is a prolific writer and has authored or co-authored twelve books, including six on various aspects of neuromarketing. His articles, interviews and commentaries have appeared in journals, trade publications, radio and TV interviews in Europe, North America, the Middle East and Asia. 

Carl MacInnes
Head, Behavioural Hub, Fonterra

Fonterra is the largest global exporter of dairy, active in more than 100 countries.

Carl heads up Fonterra’s Behavioural Hub, with a remit to identify nascent opportunities, emerging technologies and new methodologies, and to develop these into commercially viable solutions. The Behavioural Hub addresses internal challenges as well as working with external parties, including leading global corporations and consulting firms.

Before joining Fonterra Carl worked for a range of Fortune 500 companies and developed and commercialised a number of neuromarketing technologies and consumer products. He is a published author and frequent presenter at international conferences.


March 7, 2019
6:00 pm - 8:00 pm
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