Mars, Senior Director: How Neuroscience Can Help Increase Marketing Effectiveness

03 Nov, 2023

In the latest episode of MAD//Fest's partner podcast, Shiny New Object, Mars’ Senior Director for Marketing Effectiveness, Sorin Patilinet, talks about how neuroscience can influence decision making for marketers.

As the Senior Director for Marketing Effectiveness at Mars, Sorin Patilinet gets to combine his interest in data (as a trained engineer) with his love of advertising (which he developed in the early 1990s in post-communist Romania). His Shiny New Object is neuro marketing - using neuroscience learnings to understand what makes creative its most effective possible.

For Sorin, advertising was a window to the Western world in the early 1990s. Having grown up in communist Romania, the first few years of free access to international advertising represented a huge contrast and an opportunity to learn about the world, while discovering a completely new passion.

After training as an engineer, Sorin decided to switch to working in marketing and never looked back. He looks after marketing effectiveness at Mars, where he has begun to use more and more learnings from neuroscience in evaluating how well the brand’s ads are doing.

His best investment of time and energy has been writing his own blog - the Marketing Engineer. It’s offered him an opportunity to crystallise his own thoughts and to network with fantastic people beyond Mars, and even within the company.

On the podcast, find out how neuroscience can be used to increase marketing effectiveness and hear how Sorin developed his love of ads with all-night ad-watching festivals. And, if you want to check out the Night of the Ad Eaters, it’s here:

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.

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