UK agency Marketing Sciences has acquired consumer neuroscience consultancy Walnut Group. Walnut's founder Dr Cristina de Balanzó, a former global head of neuroscience for TNS, will join Marketing Sciences to strengthen its existing offer in the field.
Marketing Sciences is part of the Creston Group, and the buy will give the Group's other companies access to Walnut's expertise.
de Balanzo launched Walnut only in January 2013, and was previously a strategic planner at McCann Erickson before joining TNS. Her experience focuses on the application of neuroscience to improve marketing and advertising campaigns.
In her new role, she will join forces with Marketing Sciences' Associate Director, Dr Andy Myers, who combines more than seven years' experience in the industry with a first class degree in psychology and a PhD in cognitive neuroscience. The two will offer clients understanding of the emotional and subconscious aspects of consumer decision-making, and help them to plan strategy accordingly.
MD Jane Rudling comments: 'Marketing Sciences has long believed in the value of neuroscience in supporting and enriching traditional methods of research. Bringing Walnut and Cristina on board makes us one of the strongest providers of neuroscience expertise in the UK and puts us at the cutting edge of development in this rapidly evolving methodology. We want our clients to see the power of neuroscience and its ability to help shape effective strategies and add value to their campaigns.'
de Balanzo herself says she is 'thrilled to be joining a business that sees the true potential of neuroscience and is committed to its development across, not only market research, but other communication and marketing disciplines.'
Web site: www.marketing-sciences.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.