Advertising Week Europe is in full swing, with our very own Iain Tait speaking at The POKE Brilliant Lectures this afternoon. We’ve been making the rounds of various talks since Monday, including Heather Andrew’s session on Creativity & The Brain yesterday. A dispatch from our very own Paulo, who attended:

Heather Andrew's talk was about the tiny things brands can do to help improve the chances of consumers remembering their ads in the long run. The brain doesn’t have the capacity to remember many things, storing only what it deems necessary. With that in mind, brands have to find ways of making sure their ads emotionally resonate in the right ways so our brains naturally remember them. This isn’t a substitute for creativity, but a list of considerations brands can use to help optimise the original ideas creative agencies come up with. W+K's work was all over the opening mood film — always nice to see.