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November 16, 2017 @ 11:30 am - 1:00 pm
Adobe’s Adam Morgan
Return On Ideas—How to Prove the Value of Design and Creativity Through Neuroscience
One of the endless debates in marketing is if creative ideas truly work better. Art versus science. Brand versus direct. Right versus left. Some consider creative ideas as marketing fluff. When recessions rise or profits plummet, the instinct is to go back to straightforward and logical communications to save the day. In this session, Adam Morgan (Senior Creative Director from Adobe) will show how emotional ideas impact income more than a straightforward message by using modern studies on the brain and neuroscience, rather than relying on popular case studies or subjective creative examples. You’ll learn how creative ideas work better and why emotional advertising isn’t fluffy. It’s the right way to communicate with customers. The less risky way to build a business. More than that, it’s your best bet to improving the bottom line. Join us for the epic story of neuroscience, creativity, and ROI.
Adam Morgan is a Senior Creative Director at Adobe. He ensures that the writing and creative execution is world class across the enterprise, from long-form thought leadership to Adobe.com and demand gen. He’s a marketing and advertising veteran of 22 years, with a creative pedigree from several international ad agencies. He was named one of the 40 under 40 business leaders by Utah Business Magazine, and Advertising Professional of the Year for Utah in 2014 by the American Advertising Federation. To read one of his articles on demystifying creativity or more about his new book, Return On Ideas — proof that creative ideas are better for the bottom line, visit his blog at ReturnOnIdea.com.