JWT has formed a partnership with world-renowned experimental psychologist, Professor Charles Spence, and his Crossmodal Research Laboratory based at the University of Oxford. This is the first time he has formed a strategic alliance with an advertising agency.
The move headlines JWT’s continuing commitment to innovation and is designed to enhance the agency’s expertise in new product development and marketing strategy.
Spence is taking up the position of Head of Sensory Marketing at JWT. He will work with the agency’s client portfolio on different approaches within sensory marketing. His research focuses on how a greater understanding of the human senses can help enhance the design of products, services, stores, interfaces and working spaces.
Over the years, Spence has advised multinational companies, including Unilever, Toyota, Starbucks, VF Group, and Nestlé, on various aspects of multisensory design, branding, and communication. Spence works with Michelin-starred chef Heston Blumenthal on the design of dishes that more effectively stimulate the senses. He is also the Professor in Residence at London’s new experiential dining restaurant ‘The House of Wolf’.
Toby Hoare, CEO of JWT Europe, said: ‘We are looking forward to working with Charles and his research lab to further develop and innovate our thinking and output with JWT's clients. He brings something different and increasingly relevant.’
Christophe Cauvy, European Head of Digital & Innovation at JWT, commented: ‘We will collaborate with Charles and the research lab on a multitude of projects with our clients at various stages: everything from the texture of the packaging through to the colours used in marketing communications, and from the fragrance associated with products or shops, through the sound or music associated with purchase intents. In addition, as an academic, Charles brings his scientific expertise and experimental skills and will help us provide a truly innovative and wider offering to our clients.’
Prof. Spence added: ‘This partnership is particularly exciting because it offers the opportunity to apply the latest insights from the emerging field of neuroscience to the real world in ways that are likely to be experienced by a very large number of people.’