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SPEAKERS 2020

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Fabio Babiloni


Graduated with honours in Electronic Engineering, Babiloni earned a PhD in Neural Engineering from the Helsinki University of Technology. He is the scientific director of BrainSigns, a scientific innovation spin-off of the Sapienza University of Rome, where he teaches various courses in physiology, neuroscience, neuroeconomics, neuromarketing and bioengineering.

Author of over 250 scientific publications, he made the list of Top Italian Scientists, the best 2500 living Italian scientists in all fields of knowledge operating in Italy and abroad.

Seda Cetin
Seda Cetin


Seda Cetin is working at Consumer Insights department in PepsiCo, based in Istanbul. She has experience in different categories and geographies in Food business over 7 years; M.Sc. degree in Advanced Marketing Management, Lancaster University. Her expertise area is Brand Communication Strategy Development and she loves to experiment state of the art research methods to bring out most impactful insights.

patrizia cherubino
Patrizia Cherubino


Since 2010 she’s working with BrainSigns in the field of research and innovation and she is responsible for neuromarketing projects. Patrizia Cherubino is graduated with honors in Business Administration and from March 2016 she holds the Ph.D. in “Economics Management and Communication for creativity” at the “IULM” University specializing her studies on neuromarketing analysis.

She is also co-author of several publications on neuromarketing on peer reviewed scientific journals and co-author of a neuromarketing book.

louise evans
Louise Evans

 
Founder of The 5 Chairs project, Behavioural Coach, Corporate Trainer and Facilitator, TedxSpeaker, and Author of 5 Chairs 5 Choices, Louise Evans is an English woman living in Florence. Her passion is to work with the human side of organizationsShe believes deeply in people’s ability to grow and transform and helps people find the courage to ask questions they have never asked themselves before. She is a humanist motivated by a profound ambition: to create social environments permeated by mutual respect where people can become the best version of themselves. To fulfil this ambition, she has developed her own powerful and transformative model for successful living and leading called  ‘The 5 Chairs’, often described as ‘life-changing’ and her mission is to bring it to as many people as possible in organisations and communities. Louise heads up her own organization called from which she and her team offer personal empowerment and multidimensional leadership programmes for individuals, teams and organisations in international contexts.

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Luca Florentino


He is Founder and CEO of OTTOSUNOVEUsing a behavioral and neuromarketing approach, OTTOSUNOVE develops projects, working on brand development, in store marketing and retail design.

His consulting clients include B/S/H House Appliances Group, Angelini, Glaxosmithkline CH, Pfizer and Bayer. He is also member of the Executive Board of CERTAMENTE  and a lecturer at universities and companies on neuromarketing and communication.

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Yener Girişken


Dr. Yener Girişken holds a marketing Ph.D. from Istanbul University and MBA majoring in marketing, from University of North Carolina Charlotte, USA. Girişken is Assc. Prof at Altinbas University, lecturing neuromarketing for master class. He is the founder and CEO of ThinkNeuro, the leader Neuromarketing company in Turkey. Thinkneuro, who operates in 17 countries, has conducted 1000+ TVC, packaging, branding, customer experience (shopper, UX, CX), digital and motivation neuro tests since 2011.

TED speaker Girişken has been giving speeches in academic and professional conferences world-wide. Dr. Girişken has number of international academic publications and he is the author of the book “Perceive the Reality” that covers both theoretical and practical framework of consumer neuroscience.

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James Hodder


James Hodder has worked as part of Nielsen Neuro for over five years across a range of categories from FMCG to exclusive, luxury products. His passion for Consumer Neuroscience stems from University, where he studied Psychology and Neuroscience as an undergraduate before working in a range of commercial roles. This makes him a unique mix of buiness pragmatism and academic knowledge with a high level of natural curiosity in people.

He has conducted research with Nielsen Neuro on the fundamentals of emotionally meaningful communication, how brand perceptions influence switching behavior as well as optimising products by capturing in-the-moment brain response

crawford hollingworth
Crawford Hollingworth

 
With a background in Applied Social Psychology, he started his career as a strategic planner for the world’s top communication agencies. In 1996 he founded the global future trends company HeadlightVision and, in 2011, he co-founded The Behavioural Architects, an insight, research and strategic consultancy.

The company won numerous awards and uses the latest thinking from the behavioural sciences and economics to help organisations understand and influence consumer behaviour more effectively, pioneering new approaches and reinvigorating traditional methodologies. Crawford is a leading thinker in the application of behavioural economics to unlock new understanding and insight. He has lectured to numerous organisations and published over 200 articles. Crawford is a fellow of The Marketing Society and The Royal Society of Arts.

liraz margalit
Liraz Margalit


Liraz Margalit, PhD, is a Digital Psychologist, a Keynote Speaker and Consumer Behavior expert.  She integrates Cognitive Psychology and Behavioral Economic perspectives to analyzes User’s behavior and deliver actionable insights for business stakeholders. Her consumer behavior research was awarded with the OBE, Online Business Excellence for 2016 as well as the Best of Neuromarketing 2016 and was chosen as CMSWire contributor of the year 2017. Her research papers and studies can be found in top business magazines such as Entrepreneur, TechCrunch and Forbes. She also writes an ongoing blog for Psychology Today named Behind Online Behavior”.

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Barbara Monteleone


She is Strategic Planner and collaborates with Ottosunove since its foundation. She has over thirty years of communication experience. After  working in London with Banca Commerciale Italiana, she began her professional career in the communication field with the main International advertising networks (Y&R, JWT Milan and Rome, Leo Burnett/BGS), managing the relationships with major companies, such as Barilla-Mulino Bianco, Unilever, Alitalia and Fiat.

She played the role as International Client Director, with management responsibilities and co-ordination of the European network for a long time.

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Aziza Della Mora


She is Senior Brand Manager for Danone since 2018. After a degree in Management Engineering at Politecnico di Milano, she chose to focus on marketing with a master in Marketing and Communication at Università Bocconi, in Milan. Della Mora has then developed a ten-years experience in FMCG marketing companies.

alexia de la morena
Alexia de la Morena


De la Morena is a Business Brand Manager, NeuroPsychologist and Journalist and who specializes in Advertising, Marketing, Brand Communication and Sales. She holds a Ph.D in Sensory Marketing by Universidad Complutense de Madrid (UCM) and two B.A.s: one in NeuroPsychology from UNED University and another one in Journalism from UCM. She also holds an International Executive MBA IE Business School. She has been granted with prestigious scholarships and honorable mentions, such as the Madrid’s Honor Scholarship (CAM).

She is an expert in Consumer and Retail Neuromarketing, teaches at business schools and Spanish universities, American and Latam entities also does independent consulting for consumer brands. In scientist research she has some Neuroscience projects in collaboration with Università La Sapienza di Roma. She is consultant of prestigios brand as Audi, Royal Canin, Bayer, Rosà Clarà, Verdeaguastyle Luxury Brand, Spanish Government. She is also speaker, lecturer, writer and author of the books.

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Matteo Motterlini


Full Professor of Philosophy of Science and E.On Professor in Behavior Change at – San Raffaele University where he is the Director of the Centre of Experimental and Applied Epistemology.

Former Adviser for Social and Behavioral Sciences of the Presidency of the Council of Ministers. Chief Behavioral Officer of San Donato Hospital Group.

He collaborates with Corriere Economia (Corriere della Sera) and IlSole24Ore since several years. The scope of his researches is to examine the neurobiological bases of the decision-making processes within economic-financial contexts, with particular emphasis on the role played by emotions.

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Teresa Palomba

She works for Zambon since 2015 and she is a passionate Brand Manager for Fluimucil, Seki and Fluirespira. She has a ten years experience in marketing for pharmaceutical industry, a time span that allowed her to work on several brand typologies: homeopathic, supplements, ethical drugs, SOP and OTC. This experience gave her a deep knowledge of the whole Pharma world and of the different communication languages.
She also deals with Digital and she is the focal point at Zambon’s Italian branch for the Digital Transformation project. She also graduated with honors in Molecular Biotechnology and obtained the Istud ‘Scientists in the Company’ master degree.

barbara pederzolli
Barbara Pederzolli


Barbara Pederzolli is Consumer Insights Director at Coca-Cola Italia, responsible for holistic and impactful insights to drive consumer-relevant Marketing strategies. She has a wide experience of 360-degree insights, business growth opportunities and portfolio innovation. She is also an expert in Shopper insights where she pioneered the use of innovative solutions for shopper decision-making process and highly effective plans.

She gathered a 20+ year experience across several companies. She joined Coca-Cola in 2012, leading international roles in Strategy & Insights, across the diverse territory of Central & Eastern Europe. Before, she covered different positions in Insights, Modeling & Analytics, Category management, in Market research agencies and FMCG leading companies, such as Nielsen, Kraft/ Mondelez, Gillette/ P&G, Coca-Cola Hellenic Bottling Company.

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Patrick Pinard


Patrick Pinard is Senior Vice President in charge of Business Development for PRS INVIVO, and Global Key Account manager for l’Oréal Group. He is also in charge of developing & promoting Shopper behaviour exploration & Shopper Marketing tools for PRS IV, member of the Global Leadership Team of PRS IV. After a Master II Marketing from Paris Dauphine University, he gathered a 19 years’ experience in FMCG market research. After 7 years at Research International, he decided to join IN VIVO in 2005, seeking to acquire expertise in shopper marketing and to be part of a strong human experience.

He has a wide experience of First Moment of Truth issues (Packaging, Innovation, In Store Activation, Pricing), in all FMCG areas, For more than 14 years at PRS IV, he has been gathering a significant knowldege in shoppers decision making processes. Beyond FMCG, he has been appliying the principles of Behavioral Economics to explore  shopper behaviour in such varied universes as pharmacies, DIY, appliance stores, perfumerie.

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Alessandra Ripa


She is Trade Marketing Manager in Zambon, a modern chemical-pharmaceutical multinational brand that for 113 years takes care of its patients and works to improve general life conditions. She holds a degree in International Relationship from LUISS Guido Carli in Rome. After that, she obtains several training experiences abroad, working on institutional relationships in European Commission and embassies.
She then specializes on the pharmaceutical field, dealing with Marketing in the Pain and Respiratory category. She believes that emotion plays a crucial role in Brand decision, being it at the very core of successful marketing strategies.

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Vincenzo Russo


Consumer Behavior and Neuromarketing Professor of IULM, Communication and Languages University in Milan. Scientific Director of Neuromarketing Behavior and Brain Lab research centre of IULM. Scientific Director of both Food and Wine Communication Master, dedicated to wine and food promotion and esteem of local territory excellencies.

He has directed International and National research projects on the relation between emotions, decisions and consumer behaviour. He is the author of several neuromarketing publications such as “Psicologia della Comunicazione e Neuromarketing”, “Neuromarketing, Comunicazione e Alimentazione” and “Comunicare il Vino: tecniche di neuromarketing applicate”. He has also published on Internation journals such as  Frontiers in NeuroengineeringFood Quality and Preference; Journal of Consumer Behavior, Journal of Global Information Management and European Journal of Information Systems.

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Jessica Southard


Jessica Southard is Senior Insights Manager for Mars, Incorporated.  She is CMI “Explorer”, a newly created role focused on identifying novel approaches, tools and solutions to solve both today and tomorrow’s business problems through a network of internal and external experts.

She brings Behavioral Sciences into the business world as a unique lens into understanding why people do what they do. Prior to Mars, Jessica spent seven years at Procter & Gamble and was intelligence” officer and two deployments to Iraq at the 101st Airborne Division (Air Assault) of the US Army.

rory sutherland
Rory Sutherland


Rory Sutherland is the Vice Chairman of Ogilvy, where he has worked since 1988. This attractively vague job title has allowed him to form a behavioural science practice within the agency whose job is to uncover the hidden business and social possibilities which emerge when you apply creative minds to the latest thinking in psychology and behavioural science.