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JWT announces advertising alliance with experimental psychologist

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By John Glenday, Reporter

March 18, 2013 | 2 min read

Marketing communications brand JWT has announced that it has formed a partnership with experimental psychologist Professor Charles Spence to form a new advertising alliance.

Spence heads up the Crossmodal Research Laboratory at the University of Oxford and will be tasked with bolstering the agency’s expertise in new product development and marketing strategy as its new head of sensory marketing.

This will see fresh understanding of the human senses to enhance the design of products, services, stores, interfaces and working spaces.

Toby Hoare, CEO of JWT Europe, said: ‘We are looking forward to working with Charles and his research lab to further develop and innovate our thinking and output with JWT's clients. He brings something different and increasingly relevant.’

Christophe Cauvy, European head of digital & innovation at JWT, commented: ‘We will collaborate with Charles and the research lab on a multitude of projects with our clients at various stages: everything from the texture of the packaging through to the colours used in marketing communications, and from the fragrance associated with products or shops, through the sound or music associated with purchase intents. In addition, as an academic, Charles brings his scientific expertise and experimental skills and will help us provide a truly innovative and wider offering to our clients.’

Spence has previously advised the likes of Unilever, Toyota, Starbucks, VF Group, and Nestlé, on various aspects of multisensory design, branding, and communication.

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