The 49th Annual Clio Awards, the most recognized global awards
competition for advertising, design, and interactive, today announced it
will work with NeuroFocus, Inc. who will conduct
neuromarketing testing at the 2008 Clio Festival, May 14-17 at
the Gansevoort South Hotel in South Beach.
NeuroFocus, the world leader in the rapidly-growing field of
neuromarketing, evaluates how the brain responds to all kinds of
stimuli. It tests advertising for a wide range of client companies and
ad agencies, using equipment and procedures derived from the latest
advances in neurological research. The company, based in Berkeley, CA,
will reveal the results of tests run on a number of the commercials
screened at the 2008 Clio Festival.
“We’re able to
measure three core elements that are essential, from a neurological
perspective, for effective communication,”
said Dr. A. K. Pradeep, chief executive officer of NeuroFocus, based in
Berkeley, CA. “These elements are attention,
emotional engagement and memory retention. Because we track these
responses 2000 times per second, measuring a person’s
actual brainwaves, as well as their eye movement and galvanic skin
response, we can tell precisely which parts of a TV spot are eliciting
the best reactions. That knowledge can be an extremely valuable tool in
the creative process.”
The company derives additional critical metrics for messaging
effectiveness, including levels of persuasion, awareness and novelty.
NeuroFocus can test virtually anything that a person sees or hears, and
because the reactions are captured at the core neurological and
biophysical levels, they are unfiltered, unambiguous and actionable.
Employing its patented technologies and proprietary techniques,
NeuroFocus provides clients with detailed recommendations on how to
improve communications for maximum impact, emotional engagement and
memory retention.
Both the Clio Awards and NeuroFocus are affiliated with The Nielsen
Company: the Clio Awards is part of Nielsen Business Media, while The
Nielsen Company has made a strategic investment in NeuroFocus.
The 49th Annual Clio Awards
will be presented during the 2008 Clio Festival, May 14-17 at the
Gansevoort South Hotel in South Beach. Delegates made up of advertising
and design creatives from around the world will attend an array of
exciting events, including the Festival Opening Cocktail Party,
the annual Lifetime Achievement Award Dinner Gala (this year
honoring Marcello Serpa, partner and general creative director,
AlmapBBDO, São Paulo, Brazil), The Saatchi
& Saatchi Hero Show featuring provocative artist Ralph
Steadman, the 2008 Clio Future Gold / Young Creatives Program,
daytime sessions featuring creative leaders from around the world,
TV/Cinema/Digital, Print, Radio and Interactive Shortlist areas
with technology provided by Rackspace IT Hosting and Limelight Networks,
evening parties and two Awards Galas announcing 2008 winners, Advertiser
of the Year and Agency/Network/Production Company of the Year
at the Fillmore Miami Beach at the Jackie Gleason Theater.
Online registration for the 2008 Clio Festival is open at www.clioawards.com/festival.
About NeuroFocus
NeuroFocus, Inc. is the market leader in bringing neuroscience to the
world of advertising, marketing, product development and packaging, and
entertainment. The company leverages Doctorate-level academic expertise
in neuroscience and marketing from Berkeley, MIT, Harvard, and the
Hebrew University combined with C-suite level business management and
consulting experience. NeuroFocus clients include Fortune 100
companies across the consumer package goods, food and beverage,
financial services, automotive, and retail sectors. Entertainment
category clients include major companies in the broadcast and cable
television and motion picture industries. The Nielsen Company is
a strategic investor in NeuroFocus.
About the Clio Awards
The Clio Awards is the world’s most
recognized awards competition for advertising, design and interactive.
For nearly five decades, the Clio Awards has maintained its original
commitment to celebrate and reward creative excellence, honoring a
powerful form of communication and its impact on modern culture. At
the same time, the Clio Awards remains focused on evolving with the
industry in order to acknowledge the most current, breakthrough work.
To this day, Clio’s iconic statue is the
most widely recognized and coveted symbol of the industry’s
creative accomplishments.
Tony Gulisano, a 26-year veteran of Clio, leads the organization as
managing director. The Clio Awards, part of Nielsen Business
Media, is owned by The Nielsen Company. For more information
about the 49th Annual Clio Awards
and Festival, please visit www.clioawards.com.
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