As the world around us enjoys technological advances, the way in which consumers are taking in content and processing information is increasing in complexity, and with this comes the challenge of driving true creativity. The best creative minds are gifted with the ability to put together entertainment that touches the hearts of many, but where there is a struggle to truly optimise this and cut through the clutter, the only way of measuring true impact sits in the world of Neuroscience. I will be taking you on a journey of discovery to hopefully inspire some thought about the drivers of creativity and impact of context, from the point of view of our fascinating subconscious mind – the true seat of decision making.
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