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. This session will prove that 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, to prove that creative ideas work better and that 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.