The Science of emotion
6th April 2025
Kerryn Lloyd
The Art & Science of Emotion
Emotions are at the core of memory, decision-making, and how we navigate the world. In this session, we explored the science of emotion and its crucial role in both the strategy and creative processes. Emotions not only help us learn and remember—they also guide us in making decisions that are faster and more meaningful.
Our host, Cristina de Balanzo, was joined by:
DAN BOWERS
Chief Strategy Officer, TMW
GRAEME NOBLE
Chief Creative Officer, TMW
DEAN BURNETT
Neuroscientist and Author
First up we heard from Dr Dean Burnett, a neuroscientist and best-selling author who’s spent most of his adult life studying the ins and outs of emotion. Having existed firmly in the “overlap of science and creativity”, Dean took us on a journey to reveal the complexity of his research.
Although we may know a lot about them, there is nothing simple or easy-to-grasp about emotions. And therein lies the paradox for brands.
Next on the agenda, we saw an evenly matched battle between science and creativity, waged by TMW’s CSO Dan Bowers and CCO Graeme Noble.
Having established that brands are built on emotions and on expectations driven by memories, Dan and Graeme wanted to get to the bottom of the real driving force behind powerful advertising: evidence-based scientific techniques, or raw, off-the-cuff creativity?
Dr Cristina de Balanzo closed out the night with a wholehearted endorsement of “scientivity”. If they’re not already, this is the new paradigm that brands should be working in to better reach and engage their audiences.
Emotions, motivations, and context are key to better human understanding. While this all may seem straightforward enough on paper, we can’t forget that emotions are complex.
What’s Next?
As we prepare for the next Brainy Bar, we’re excited to continue exploring the intersection of science and creativity, pushing boundaries, and bringing fresh perspectives to the table. We hope you’ll join us as we continue this journey of discovery, learning, and innovation.
Sign up to this year’s Brainy Bar
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