Claire Bridges: Understanding neuroscience can help marketers think smarter

The need to be creative was part of my professional life day in, day out, for more than 20 years working as MD and then a creative director in the PR industry. I had to embrace (and flex) between what Unruly founder Sarah Wood calls “imagination and maths”, despite my own preferences.
We know, thanks to the proliferation of assessments and books on the subject, that we each have cognitive preferences. And there is plenty of debate among marketers about whether they should try and dev