Heather Andrew explains the brain-tingling appeal of Oscar-nominated film trailers – and how other advertisers can learn from the tactics deployed.
Heather Andrew
Heather is founder and CEO of Neuro-Insight in the UK and has over 30 years’ experience in marketing, market research and media strategy.
Heather worked originally for Rowntree Macintosh (now Nestlé), marketing brands like Yorkie and KitKat, before moving to a retail subsidiary where she became Rowntree’s youngest and first female director. She subsequently worked as marketing director for one of the UK’s first satellite television stations.
Moving into consultancy at Price Waterhouse, she specialized in media projects, and then joined Oxford Strategic Marketing, where she ran multi-national marketing and strategy projects across a range of industry sectors.
At Neuro-Insight, Heather manages projects for both brand owners and media owners, understanding brain response to communication in order to maximize its effectiveness within and across different media.
LATEST ARTICLES
Neuroscience and marketing expert Heather Andrews reveals the creative techniques that maximise brain response and help brands produce the most effective Christmas advertising
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