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The Science of Desire (and How to Create It)



Presented by Draftfcb at Advertising Week Europe 2013

The Science of Desire (and How to Create It)


Simon White, Draftfcb’s European chief strategic officer & European lead of the Institute of Decision Making, and Phil Barden, author of Decoded: The Science Behind Why We Buy, will present “The Science of Desire (and how to create it)” at the first Advertising Week Europe in London.
The conference is a dedicated forum for elite brand marketers, creative visionaries and dynamic media leaders and influencers to share wisdom and success. In this spirit, White and Barden's talk will bring together some of the key learnings from decision sciences and formulate a new model of thinking with a simple framework to create communications that consumers will find hard to resist.
“In this presentation, we will explore the science behind one of the most intimate and powerful emotions, desire, and give our take on how to leverage it within the marketing landscape,” said White.
Highlights will include what life on the savannah has to do with AOL, why Descartes didn’t think and what performance cars have in common with beauty creams. White and Barden will use real-world examples of psychological systems at work within some of the world’s best-known campaigns.
White leads a strong strategic team working with clients such as Coca-Cola, Reckitt Benckiser, Hyundai and Beiersdorf to deliver powerful creative ideas quickly and effectively. He also spearheads the European chapter of the Institute of Decision Making, which strives to deepen understanding of consumer behaviour through relationships with academics and experts in the areas of behavioural psychology and neuroscience around the World.
Barden is a respected author with 25 years client-side marketing experience at brands such as Unilever, Diageo, and T-Mobile. His ground-breaking book Decoded shows how the latest insights from the fields of behavioural economics, psychology and neuro-economics explain why we buy what we buy.
The presentation will take place on 21st March at 1pm in the David Lean Room - BAFTA, 195 Piccadilly in London, UK.
To attend, please contact the AWEurope PR team or alternatively apply for a Press Pass to all Advertising Week events here.


If you are interested in learning more about the Institute of Decision Making’s research, please visit


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FCB EMEA, Tue, 19 Mar 2013 17:21:09 GMT